Media Convergence

? In the 1980s, the concept of media convergence was firstly put forward, and was simply defined as the organic combination of media originally belonging to the same type. In this regard, the U.S. Ai Pool that media convergence refers to a variety of media showing a multi-functional, integrated development trend. In recent years, new communication technology and new information media have been developing and popularizing at a more rapid speed, and new media characterized by digitization are having a significant and far-reaching impact on the media environment and even the social environment, and the development process of media convergence has been greatly promoted, and many media groups based on media convergence have emerged, which produce convergent information products through the reorganization of resources and complementarity of strengths among different media, so as to achieve the goal of media convergence. By reorganizing the resources and complementing the strengths of different media, they produce convergent information products, thus achieving communication effects that cannot be achieved by a single media. We need to realize the true integration of media rather than false integration.

The true integration of media is actually the traditional media to take advantage of the network media, open up new thinking, the use of new technologies, to give consumers a good user experience, so that their own advantages to maximize the "integration", that is, the traditional media to take advantage of the new media, the content of their own re-processing, so that the same news using different forms of reporting and distribution methods. That is to say, traditional media use the advantages of new media to reprocess their own content, so that the same news can be utilized in different forms of reporting and publishing to achieve the effect of convergence. There are several important key points, namely, technical support, concept first, user experience. For example, Zhejiang Daily Newspaper Group has taken the lead in developing and building the intelligent communication service platform "Media Cube", which provides key support for the deep integration of media. The platform adopts the latest technologies such as cloud computing and big data, integrating public opinion research, unified collection, multiple generation, multiple distribution, and effect evaluation, and integrating interviewing, editing, auditing, dissemination, and evaluation, which not only provides powerful support for news reporting and public opinion guiding, but also provides a unified platform for the realization of cross-media and cross-business. "Media Cube" establishes a content production and dissemination platform that integrates paper media, website, APP, two micro-media and other media forms in a real sense, and promotes team integration, business integration and data integration. In the next decade, media convergence will make great progress, and media + Internet, media + finance, media + real estate will have a broad development prospect. The first is the integration of new and old media content. Media content convergence, that is, the content production, exchange and consumption platforms belonging to different media forms. Using digital and network terminals, they gradually form multi-type and multi-level "content fusion" products. In the information age, if traditional media want to gain competitive advantage, they have to master a large amount of information, but traditional media themselves are difficult to produce and disseminate information on a large scale; as a representative of new media, the advanced advantages of network technology will make large-scale content production possible, but the lack of funds has become an important factor restricting its development. Therefore, it is imperative to promote the high degree of integration of traditional media and new media content. Secondly, media integration tends to be diversified. With the development and renewal of information industry technology and the deepening of institutional reform, media integration will involve more related industries, media industry integration in the form of information industry mergers and acquisitions and information industry strategic alliances under the leadership of a more diversified, and will further break down the telecommunications industry, the computer industry, the mass media industry's technological barriers, and tends to cross-regional media integration. The cross-media and cross-regional integration of media, as well as the cross-industry integration of media industry and other industries, have changed the organizational structure and workflow of media, greatly enhanced the influence and power of media, and made the media economy grow effectively. The development of technology has made the integration of new media and traditional media more possible and deepened. The development of existing technology makes different media media realize the joint production and dissemination of media products, and promotes the three-dimensional development of content production, production and dissemination. Technological innovation not only promotes the integration of content, but also promotes the three-dimensional development of the integration of content, and promotes the media content to be more complete in the way of expression, more diversified means of expression, and more three-dimensional in the effect of expression on the platform of joint production. Technological progress has objectively brought about the innovation and iteration of media production technology, and the interactive use of Internet technology, virtual reality technology, and drone technology has had a huge comprehensive effect on the media industry, and the innovative use of these technologies has improved the level and level of media integration.

In 2015, Caixin Video utilized VR (virtual reality) technology to open the first river of domestic VR news reports, and carried out a full-angle three-dimensional targeted reports on the Shenzhen mountain collapse incident; in 2016, Xinhua News Agency comprehensively utilized VR, drones, and live cloud lenses and other technologies with the Xinhua News Agency's news mobile client to carry out a 360-degree live broadcast of the two sessions; and also utilized the use of holographic images to provide the most effective and efficient way for the media to communicate with the public. Jay Chou's concert with Teresa Teng's duet, Japan's "Hatsune Miku" concert and so on are refreshing. It promotes the three-dimensional development of content integration, diversifies content production, and extends the width and breadth of integration in the process of content integration. Newspaper + network + mobile reporting, a high-quality, three-dimensional news gathering, while realizing the distribution of different network ports, TV stations, radio stations, Internet new media platforms, mobile clients in the content of the resources * * * enjoy, content * * * through, three-dimensional production, a very good achievement of the content of the multi-level dissemination, and this is from the advancement of technology and innovative use of the well-being. Media communication channels have developed the form of "content+channel+service", forming a communication model in which media content is connected to mobile terminals. The continuous extension and development of the Internet and social media technologies have transformed content products into services, and channels have been integrated with social media technologies at the terminal. Regardless of the channel of communication, it can be converted to the terminal through the unification of reception technology. Promoting the development of channel integration in the direction of terminal integration is the improvement and supplementation of channel integration under the condition of new technology. The iterative upgrading of WeChat and Weibo, and the various mini-programs derived from them, have made it possible to realize the integration of channels, contents and services in the terminal, which not only realizes the integration of the internal business of the media, but also realizes the integration and expansion of the channels of the old and the new media with the help of the traditional media and other new media by similar means. The expansion of existing communication channels is in the form of "channel + application", that is, communication is not only a single delivery of information, but also attached to services, interaction and feedback. For example, the currently popular "Today's Headlines" relies on the continuous development and use of artificial intelligence technology, cloud technology and algorithms to establish a "channel expansion + joint services" model.

? The media convergence in my mind is from media convergence to future media. Traditional media media integration is mostly from the perspective of traditional media to integrate new media, or new media technology as a medium or information outlets to occupy, accustomed to traditional media thinking to think about the development of new media strategy, ultimately resulting in the integration of many years or stay at the level of burning money, did not get a fundamental transformation. The future media is not only media, or not a simple medium, but also a kind of deconstruction of the current media integration status quo. The concept of traditional media integration is more from this shore, hoping to cross the river by touching the stones to reach the other side of the future media; while the concept of future media is to detach from this shore, and directly imagine all the possibilities of the other side, in order to really reach the other side. The goal of media convergence should jump out from the stereotype of media convergence and turn to focus on future media. New media and traditional media belong to two different species in the strict sense, and it is difficult to succeed in the attempt of traditional media integration to graft new media on itself. The future path of media convergence is to shift from single-product convergence to complete re-engineering of media genes. Single product integration is easy to realize, but does not have the longevity, to create a moment of explosive products easy, but to create a continuous attraction of the explosive is very difficult, we must start from the point of view of solving the media genes, to truly create a new communication environment to adapt to the future of the media.