What are the suggestions for the integration of traditional and emerging media

Strengthening the construction of traditional public opinion positions in Xi'an is a complex systematic project, which involves the Party's leadership and discourse power in the ideological field, the reform of the system and mechanism of the cultural undertakings, the innovation and improvement of the media policy, and also involves the strategic transformation of the traditional media and media convergence, and involves the reform and innovation of the traditional media's own management concepts, management styles, management capabilities, communication capabilities etc.

(1) Deepen the reform and rationalize the institutional mechanism for the transformation of traditional media

The "Decision of the Central Committee of the People's Republic of China on Deepening the Reform of the Cultural System and Promoting the Great Development and Prosperity of the Socialist Culture," which was adopted at the Sixth Plenary Session of the Seventeenth Central Committee of the Party, explicitly proposes that, through the construction of a pattern of public opinion guidance that is integrated and coordinated, with clear responsibilities and complementary functions, and that is broadly based and efficient, the Party newspaper, Party magazine, newsletter and other media outlets must be organized in such a way as to ensure that the public opinion is guided by a comprehensive and coordinated system. Party newspapers and magazines, news agencies, radio and television stations must be the mainstay, with the integration of urban media, online media and other publicity resources, including, of course, online media run by traditional media. In the transformation of traditional media, the construction of institutions and mechanisms should reflect the public welfare, basic, equal and convenient characteristics of public welfare cultural undertakings, and always adhere to the basic principles of government-led, public **** financial support, public welfare cultural institutions as the backbone, and continue to satisfy the growing basic cultural needs of the people. The transformation of traditional media to new media should focus on solving the state-owned system rigidity, poor information, redundancy, too many people, unclear responsibilities, slow decision-making, sticking to the rules and other streams of evils. The city should carry out special research on the problems existing in the reform of traditional media institutions and mechanisms, deepen the reform and boldly break the ice. In the reform, we should innovate the media policy to create a policy environment for the transformation of traditional media to new media.

(2) promote media integration, create Xi'an news and information dissemination platform

Media integration is an inevitable trend in the development of the media industry, media integration can choose different paths, but integration is the core element. Shanghai, Guangzhou, Yantai and other places have created a good experience in this regard, such as the Yantai Daily Media Group was the first in the country to implement an all-media strategy, the formation of an all-media news center. The integration of traditional media and new media can better highlight the authority of traditional media, give full play to the interactivity between media, and realize the immediacy of obtaining information and the diversity of releasing information. Suggested in Xi'an to build based on the west, facing the country's Xi'an news and information dissemination center, on this platform, including paper media, television and radio media and new media can do information resources *** enjoy, news and information once produced, comprehensive use, multiple releases, to reduce the cost of news editorial, production costs, and to expand the coverage, influence and dissemination of the news media.

(C) increase investment, support the transformation and development of traditional media

The political edification function of the traditional media and the nature of public welfare cultural institutions decided that the government must provide financial support for it. Media convergence and strategic upgrading requires preliminary basic capital investment, relying only on the traditional media's own operation is currently difficult to increase investment. In comparison, the city of Xi'an's financial investment in traditional media is still relatively small. For example: Lanzhou Municipal Finance gives Lanzhou Daily fixed subsidies every year, the newspaper editorial department, administrative department, Lanzhou News Network, such as on-the-job career staff salaries by the financial full allocation, newspaper retirees living allowance is also supplied by the financial supply, which lifts a great burden for the newspaper. Yinchuan Daily", "Xining Evening News", "Urumqi Evening News" and other newspapers, all operating costs by the municipal financial support. The Taiyuan Evening News has enjoyed more than 10 million yuan of financial support from the city since 2009, and since 2012, the financial subsidy has increased to 20 million yuan.

(4) Scientific planning, building complementary functions, covering a wide range of new pattern of public opinion guidance

In the era of new media, the traditional media should put down the once dominant and exclusive frame, sure of the influence and role of the new media, and new media to achieve convergence, and to enhance the power of public opinion guidance. To grasp the new trend of media segmentation, objectification, and actively explore the integration of traditional media and emerging media development, the use of new media immediacy, convenience and diversification features, the authority and influence of traditional mainstream media continue to extend, focus and amplification, to achieve the "newspaper" to "media" change. The transformation from "newspaper" to "media" is realized. This transformation includes the transformation of news production mode, the transformation of news dissemination mode, such as broadening news dissemination channels, on the basis of traditional dissemination channels, to try and develop the network, cell phones, blogs, WeChat, LED, mobile clients and other emerging channels of dissemination, so that the news information is generated once, to achieve multiple dissemination. In addition, it can also realize the interaction with the network, effectively increase the participation of the public opinion audience, and make the guidance of public opinion more targeted and accurate through timely feedback. At present, Zhejiang Newspaper Group and Shandong Popular Group has made an attempt in this regard in advance, and has achieved promising results, it is worthwhile for the city to learn and learn from.

(E) do a good job of publicity planning, seize the high ground of public opinion

- around the municipal party committee and the municipal government to do a good job of focusing on publicity planning. In the era of information fragmentation, the city should be established as one big publicity concept, the news media must strengthen the strategic cooperation, the formation of a strong and lasting publicity campaign. In recent years, the traditional media in Xi'an around the municipal party committee, the municipal government's key work, there have been a number of successful publicity planning, such as the 2011 Xi'an World Horticultural Expo during the publicity concept around the "green to lead the fashion", the city's newspaper media group and Xi'an Radio and Television elaborate planning, linkage between each other, *** with the same force, to promote Xi'an to the world, to promote the world, to promote the city of Xi'an. They promoted Xi'an and the World Expo to the world. Xi'an Municipal Party Committee and the municipal government are now focusing on five key tasks to win the hearts of the people, traditional media should be carefully publicized in this area, gather positive energy in society, and inspire the public to know Xi'an, understand Xi'an, love Xi'an, and build Xi'an's enthusiasm.

- For major emergencies, we should dare to speak out and guide. In the event of an emergency, the media's role in guiding public opinion is reflected in the face of the noise and confusion of public opinion to play a mainstream influence, reflecting the correct orientation of public opinion, and informing the audience of the facts in a timely manner. In accordance with the 20-word guideline of "timely and accurate, open and transparent, orderly and open, effective management and correct guidance", the media should not be absent from major issues, and not miss the point at critical moments, and should accurately grasp the degree and amount of event coverage, not catching the wind and shadows, not focusing on the negative side, not sitting on the sidelines and watching the event, and not intentionally speculating, and keep track of the event all the time, so that it is not underreported, not reported, not reported, not reported, not reported, not reported, not reported, and not reported. No concealment, no continuous reporting, no shallow reporting, no messy reporting, no omission, so that the public can get the latest information at the first time, to win the initiative for the guidance of public opinion. In addition, for the network hype, the public hot discussion, affecting social stability of important events, the traditional media should be good at participation, to adhere to the legal bottom line, to be faithful to the facts, to adhere to the dissemination of positive social energy, and actively resolve social conflicts and promote social harmony.

-To give full play to the traditional public opinion position of public opinion supervision function. Traditional media should do a good job of public opinion supervision function, dare to touch on hot spots, difficult issues, dare to advocate for the interests of the people, dare to expose and scourge the ugly phenomenon. Traditional media should unify the correct orientation with the public opinion, unify the positive propaganda with the strengthening and improvement of public opinion supervision, and strive to achieve scientific supervision, accurate supervision, supervision according to the law, constructive supervision, and clearly show their views, divert social sentiments, inspire the public to think, and occupy the commanding heights of public opinion guidance. Through public opinion supervision, effectively guarantee the people's right to information, participation, expression and supervision.

(F) adhere to the "three close" principle, to create high-quality columns

Traditional media to win the audience, access to the right to speak, to enhance the credibility of the content of publicity and reporting must be hard work. Propaganda reports must be grounded, must adhere to the civilian route, the audience is not acceptable, happy to accept as the basic standard of performance assessment. Traditional media should go deep into the grassroots, into urban and rural communities, from the perspective of the people to publicize and report on the new image of Xi'an, new changes, so that the news and propaganda grounded, reflecting the characteristics of the fresh, live, real. For example, the city's rural social pension policy, which includes pension insurance and old-age subsidies, has been embraced by the rural elderly. Rural elderly people talk about this policy joy overflowing, such policy achievements should be vivid positive reports, with the language of the people to tell Xi'an's reform achievements, the key is the media to be able to reach out to the masses, to find the highlights of the propaganda, and strengthen the positive guidance.

(VII) Adhere to the people-oriented, accelerate the cultivation of composite news professionals

In the era of media convergence, the traditional media are faced with an urgent subject, that is, the strategic transformation of the quality structure of the personnel, through the development of media practitioners to cultivate incentives, so that outstanding talents can come out, recruit, stay, and use well. In addition, through training and other methods, to promote the traditional media practitioners from single-skill type to complex skills change, that is, in addition to writing, editing, evaluation, but also must have the design, integrated marketing, all-media reporting and other comprehensive capabilities. At the same time, but also draw on the city's practice of rewarding scientific and technological personnel, based on careful research to study and develop "Xi'an City to attract and reward outstanding media staff of the Interim Measures", to mobilize the enthusiasm and creativity of media staff.