Media response to the crisis

An advertising media expert said that every economic crisis contains opportunities, and promoting economic restructuring and transformation will give birth to new economic growth points. Especially for cultural industries, including journalism, which are less affected by the financial crisis and the changes of residents' consumption structure and psychology will have a benign effect, these industries often rise against the trend during the economic depression, which is called "lipstick effect" in economics.

Through the historical investigation of the development of cultural industries in the United States, Japan, South Korea and other countries, it is not difficult to see that under the effect of "lipstick effect", every financial crisis will become an opportunity period for the development of cultural industries against the trend. With the advent of the information age and the development of low-carbon economy, the cultural industry represented by the media is rising rapidly and gradually becoming an important force to promote economic growth.

Macro upward guidance

Compared with the real economy, news and other cultural industries are less affected by the financial crisis and have a lagging effect on the transmission of the crisis. Cultural industry has outstanding contribution and potential in promoting economic growth, creating wealth, expanding employment and improving national soft power. These unique advantages make many countries regard cultural industry as a strategic industry to revitalize the national economy in the post-financial crisis period, and give strong support from macro policies.

In order to adapt to the changes in the new media environment and promote the free and open development of the media industry, South Korea passed the Media Law on July 22, 2009, gradually abolishing the radio and television monopoly system. The American government has always been regarded as the least regulated government, but in this financial crisis, it has also increased its support for the news media industry. On March 1 1, 2009, the US House of Representatives passed the newspaper tax reduction bill. According to this bill, newspapers and newspaper publishing industry will pay 40% less business tax until 20 15 years.

Enlightenment: At present, because of its high technology content and high added value, cultural industry has quietly become the leading force to expand domestic demand, promote employment, promote industrial upgrading and enhance social cohesion. In July 2009, China issued the first "Cultural Industry Revitalization Plan", which strategically incorporated the cultural industry into the national industrial revitalization plan sequence. It is generally believed that the cultural industry can be fully developed only when the state's investment in the cultural industry reaches 1% of the total fiscal expenditure. Although China has continuously increased its financial support for cultural industries in recent years, the investment in cultural industries only accounts for about 0.39% of the total financial expenditure, which is far from enough compared with the actual needs of cultural construction. Compared with countries with developed cultural industries such as Europe, America, Japan and South Korea, there is still a big gap in cultivating new economic growth points, strengthening foreign cultural trade and improving the international competitiveness of cultural products. It is necessary to increase support from funds, talents and policies.

Strengthen cooperation with new media.

The traditional news media industry is highly dependent on advertising, and advertising is extremely sensitive to economic changes, so the media economy is positively related to the economic development situation. Therefore, the financial crisis makes traditional media feel chilly, but it is a good opportunity for digital emerging media.

Many foreign mainstream media have seen this business opportunity and turned to new media. American century-old newspapers such as Seattle Post, Rocky Mountain News and Christian Science Monitor stopped publishing physical newspapers and devoted themselves to online editions. The rise of SNS social networking sites has opened a new milestone in the development of new media. In view of the fact that many people are used to getting news information on social networking sites, the four major television stations in the United States, ABC (American Broadcasting Corporation), FOX (Fox Broadcasting Corporation), CBS (CBS) and NBC (National Broadcasting Corporation), have successively revised their Facebook pages, launched new services and added new functions to enhance their influence among SNS users and attract users to buy channels to watch.

Japanese newspaper industry has accelerated its transformation to new media. The Nihon Keizai Shimbun has set up an electronic media bureau to provide news services such as audio and video for mobile phone users and develop news products by using the existing website platform. Under the unfavorable conditions of shrinking corporate profits and sluggish advertising market, newspapers such as Asahi Shimbun and Nihon Keizai Shimbun build news reports and professional information stored for many years into online databases to provide paid business information services and explore new profit models.

Enlightenment: At present, the relationship between traditional media and emerging media has changed from competition to cooperation. China's Internet, mobile phones and other new media have ushered in a rare development opportunity in this financial crisis. According to Tencent's financial report data, Tencent's Internet value-added service revenue in 2009 was RMB 9,530.7 billion (US$ 654.38+US$ 39.58 billion), a year-on-year increase of 93.9%. Now most traditional media have set up their own websites and launched mobile versions. However, we still need to think and explore how to make use of our own advantages, innovate forms and highlight characteristics on the basis of the original content, realize the integration and interaction with new media, and create a more effective profit model.

Increase technological innovation

Strengthening technical research and application and developing new media products are effective ways for the media to cope with the financial crisis. Many traditional media have strengthened the development and transformation of content products, and vigorously developed news products with market development potential for new users. In April 2009, The Wall Street Journal launched a news reading client for iPhone, and The new york Times launched an online news reading product called Times Wire, which recommended news in real time in the form of blog exchange. Since 20 10, time warner Inc. Company has been committed to launching the "TV Everywhere" service, and cable TV paying users can enjoy the video content provided by cable TV companies through the Internet or mobile phones.

Following the transformation of digital TV, in 20 10, the Korean government invested1700 million won in digital broadcasting, three-dimensional program broadcasting and a new generation of DMB (a new generation of terrestrial waves with twice the video transmission rate). By developing new radio programs, South Korea's broadcasting industry has ushered in a new turning point. 20 1 1 In April, the Korean government issued the "Three Policies for Smart TV"-upgrading the core technologies of smart TV, enriching the contents of smart TV, strengthening the construction of basic public facilities, and consolidating Korea's leading position in the smart TV market.

Enlightenment: China has entered the era of media convergence, and the information needs of the audience, the ecological environment of communication and the development mode of media economy have all changed significantly. In order to survive and develop in the competition, traditional mainstream media must adapt to the requirements of the new situation, realize digitalization of editing and editing process, interactivity of communication platform, diversification of news products, humanization of information service and accelerate the pace of transformation and upgrading with the help of technological progress and innovation.

Enjoy resources.

In the post-crisis era, low-carbon economy has become an important force to promote the economic structure transformation and development strategy adjustment of various economies.

In order to meet the requirements of low-carbon economic development and improve the efficiency of capital output, news media have started various forms of extensive cooperation to enjoy resources and reduce costs through * * *. For example, Washington post and The Baltimore Sun reached an agreement at the end of 2008 to share news resources, while The Dallas Morning Post and The Fort Worth Star Telegraph are mutual distribution agents, sharing the resources of pictures and some news products. Fox TV and NBC TV also intend to enjoy video resources.

Facing the increasingly difficult living environment, Japanese newspaper giants have also begun to warm up, strengthen cooperation and improve their overall competitiveness and influence. "Yomiuri Shimbun" cooperates with the American Wall Street Journal. Since March 2009, Yomiuri Shimbun has published the Japanese translation of its explanatory report in its international edition twice a week, while The Wall Street Journal relies on Yomiuri Shimbun for printing and distribution in Asia. The three major newspapers, Yomiuri Shimbun, Asahi Shimbun and Nihon Keizai Shimbun, have also set up news navigation websites to put some news reports of the three newspapers together for readers to compare and read. Readers can click on the content they are interested in and go to the independent websites of various newspapers for detailed reports. This way of joint navigation not only integrates news resources, but also enables newspapers to maintain their own characteristics and form differentiated competition. In addition, in order to reduce production costs, the three major newspapers also cooperate and help each other in information and distribution. Implement joint newspaper delivery in remote areas and provide assistance to the affected parties in content production, printing and delivery when disasters occur.

Enlightenment: Every financial crisis will promote the transformation and upgrading of the economic development model. The financial crisis gave birth to a low-carbon economy. Because the cultural industry has the characteristics of high-tech content, high added value, low pollution and strong ability to absorb employment, it meets the requirements of low-carbon economy and faces valuable development opportunities. At present, due to fierce competition, China's journalism is facing the development bottleneck of the shortage of content resources. To realize the long-term sustainable development of the news culture industry, it is necessary to break the boundaries between regions and industries, change their own battles into joint operations, maximize the integration and enjoyment of resources, and win-win cooperation.

primary

Famous media colleges include Columbia University, Missouri School of Journalism, Northwest University, Syracuse University and new york University. The media schools of these universities rank in the top ten in the United States.

An analysis of the ranking of American media majors

The top five universities in journalism and mass communication are: University of Missouri at Columbia, Northwestern University, Syracuse University, University of Minnesota, and University of Illinois at Urbana-Champaign.

The top five journalism graduate schools are Columbia University, Northwest University, University of Missouri at Columbia, University of Minnesota at Twin Cities and University of Illinois at Urbana-Champaign.