How to go to "All Media"

Does the rise of new media mean the decline of traditional media? How to transform newspapers into all-media 122/0, 10, leaders, experts and scholars of well-known media groups from all over the country gathered in this newspaper to participate in the "All-Media Exploration and Thinking under the New Situation" forum, offering a wonderful ideological feast for the 10 anniversary of the establishment of Xinhua Daily Newspaper Group.

Traditional media and new media are not incompatible.

"The number of netizens in China exceeds 500 million; In the first half of this year, the number of users in Weibo increased to 65.438+0.95 billion, and many public opinion hotspots started in new media ... The all-media era of' everyone is a news agency and everyone is a microphone' has quietly arrived, "said Wei Zichuan, vice president of Xinhuanet.

"'All Media' has three meanings: the collection of media types, the integration of media and the communication environment where everyone is a microphone. The most important thing here is media integration-the integration of two or more different media in form and function, forming a trend of multi-functional integration of media. " Wu Shouguang, chairman of the Evening News of Jiefang Daily Newspaper Group, said that the premise of newspaper transformation is all-media, and all-media must be recognized first.

The rapid development of new media has its unique advantages. Zhou, editor-in-chief of Xinhua Newspaper Media Group, said: "Media convergence has made new media show great changes in people's lives due to interactivity, holography, digitalization and networking. The communication advantages of new media dwarf traditional media in many ways. " However, while the new media is developing rapidly, there are also fatal defects. "In order to attract people's attention and get click-through rate, there are a lot of false information in new media communication, and some even touch the bottom line of society", which provides space and opportunities for the revitalization of the newspaper industry.

The rapid development of new media has had a great impact on traditional media. However, "new media and traditional media are not incompatible".

"The relationship between new media and traditional media is not either-or, but a multi-media relationship." Zhou said to him. Zhang Dongming, editor-in-chief of Southern Newspaper Media Group, said, "To transform into all media, we must abandon the concept of dividing the old from the new and take the road of integrated development. All media means all products, all media and all terminals. With the development of Internet and new technology, it is possible to aggregate various media and reading terminals. To change the rigid thinking that artificially divides the media into old and new media and even regards it as fire and water, we should use them instead of opposing and rejecting them. " Wu Shouguang pointed out that in the all-media era, various media forms are not a game, but all roads lead to the same goal. All-media is a process of integration of traditional media and new media.

Insisting on "One Body with Two Wings" and Creating "Six Dimensional Space"

"Traditional media does not exclude new media. They have always been the integrators and promoters of new media. Every new technology and new business promotion in new media, paper media are practitioners. " Wu Shouguang said.

"The way to innovate the traditional newspaper industry is to rebuild its two wings by relying on the original main body of communication ..." Zhou summed up the methods to save the newspaper industry with "change" and "unchanged". The so-called "change" means relying on the support of various technical platforms to realize the second or even multiple dissemination of information, which greatly enhances the communication power of Xinhua Daily as a mainstream newspaper. He said that in the field of media integration, Xinhua Daily Newspaper Group has carried out multi-level exploration: restructuring "China Jiangsu Network" and realizing the combined operation of the government official website and Xinhua Newspaper Network. At present, Zhongjiang.com has become the largest comprehensive news portal in Jiangsu. In cooperation with China Mobile Unicom Telecom, we have launched a series of new media products, covering SMS, MMS, WAP and 3G ... The so-called "unchanged" means "sticking to it" on the basis of innovating the main idea of traditional newspapers, that is, sticking to the communication concept of excellent culture, sticking to the correct public opinion orientation, and enhancing its influence with credibility and brand power. In recent years, Xinhua Daily has created supplements to special issues of humanities, forums, ideas and new trends, which are deeply loved by readers because of its good content in capturing the details of the times from microscopic and individual phenomena and spreading valuable ideas to the world.

On August 9 this year, Nanfang Daily was revised for the eighth time, which initiated the transformation from daily newspaper to all media. "The transition to all-media is a process of combining the advantages of print media in terms of credibility, depth and height with the width, speed and interactivity of massive information of new media. Operating all-media business with such a' six-dimensional space' is conducive to resource integration and complementary advantages. " Zhang Dongming said that this revision, Nanfang Daily opened an online version of the instant news column "Southern Broadcasting" to let readers understand the network dynamics in less time; Do in-depth topics in combination with network hotspots and highlight the "depth" of traditional media; Correct the false information on the network and show the "reliability" of traditional media.

How does the newspaper group rebuild the organizational framework of editing and editing under the "all-media"? Wu Shouguang said that the British "Guardian" and the domestic "Yantai Daily" took the lead in exploring and formed an operating model of "one content, multiple media, multiple channels and multiple releases". This editing mode requires reporters to do everything-not only write articles, but also take photos, record and video.

The all-media environment puts forward new requirements for employee training. Li Shuanglong, deputy dean of the School of Journalism at Fudan University, said that the school has added new media development, online media content production, in-depth reporting and social investigation methodology.

The transformation of newspaper industry can not give up its traditional advantages

"In the modern transformation of the newspaper industry, we can't ignore or even give up the newspaper as the main body of development. Otherwise, the development of newspaper industry will become a rootless tree and passive water. In the context of media integration, traditional newspaper industry should fully understand its unique resource advantages, rely on the original newspaper theme, and take this as a starting point to re-layout and innovate. " Zhou's words were echoed by the guests. Fang Yanming, Dean of School of Journalism and Communication, Nanjing University, believes that the current media environment has undergone great changes, but the core places remain unchanged: the value appeal of news communication remains unchanged, the tool attributes of news media remain unchanged, and the pursuit of maximizing communication value remains unchanged.

"New media has the value of new media, and old media has the advantages of old media". Wan Shitong, deputy editor-in-chief of the news front of People's Daily, bluntly said that the status of the newspaper industry as the main content provider of news will not change for quite a long time. "The audience needs not only fast food, but also news guidance and trend judgment on public issues. Those original in-depth reports, analytical surveys, content forms and styles are all refreshing commentary articles. As nutritious meals, they can bring a unique experience to the audience. " He said that traditional newspapers have a professional editorial team, professional editorial strength, years of accumulated experience, unparalleled credibility among the public and strong social mobilization ability.

"If the newspaper group wants to be all-media and integrate media, there is no way out. But don't blindly go up, you must think clearly: Do you want to be a newspaper-led media group or a network-led media group? " Wu Shouguang said that the participation of paper media in new media is definitely to develop paper media and continue to maintain the unique advantages of the newspaper industry. He believes that the road to paper media integration is difficult to succeed. "The media still has its own characteristics."

"The transition to all-media must adhere to media-oriented and content is king." Zhang Dongming believes that the transformation of paper media to all media can never be divorced from the media attributes, that is, the characteristics and essence of the media remain unchanged. At the same time, the content production under the all-media background cannot be limited to the content on the print media, but should produce multimedia content suitable for different audiences, different media and different terminal communication characteristics, so as to realize the transformation from "content provider" to "all-media information service provider". He stressed that party newspapers have a mission and should not be intimidated by the "technicalism" of the Internet.

In the new media era, information is mixed with truth and opinions are fragmented, so people need an "information housekeeper" more. Cai Wen, deputy dean of the School of Journalism, Renmin University of China, said that the media group headed by the Party newspaper must combine the advantages of talents, information, brands and other resources with the use of new media to build its core competitiveness and make its content production reach a more ideal level.

Zhou Shikang, chairman of the Provincial Journalists Association, pointed out that the new media has brought about great changes in the space of public opinion, and the audience has been overwhelmed by massive information. The media must improve their ability of dialogue, questioning and guidance. This is not only a test of the media level, but also a way to increase the ideological content of news.