Break the hegemony of traditional media

(1) Strengthen traditional media, establish mainstream authority and actively play a leading role.

Although the new media has developed rapidly, from the actual situation of propaganda, it is impossible for traditional media to be replaced by new media. In the wave of media integration, traditional media should constantly strengthen their own construction and form brand advantages, so as to lead and drive the development of new media and promote the influence of traditional media to radiate new media.

First, change ideas, strengthen internet thinking, learn to use network technology to transform traditional media, constantly adapt to the characteristics of equal and interactive communication of new media, establish user concepts, change the one-way communication of media and passive acceptance of users in the past, and pay more attention to user experience.

Second, traditional media should adapt to the public opinion characteristics of users' enthusiastic participation in the all-media era, deeply grasp all kinds of public opinion tendencies of major news events, broaden their perspectives, expand the influence of their own public opinion guidance, make their own brands bigger and stronger, and maintain a good image, so as to improve the authority and credibility of new media in the hearts of users.

(2) Grasp the trend of the times and learn from advanced experience to further update and deepen the concept of media integration.

Accelerating the change of ideas, deepening the concept of media integration and taking the initiative are the key links in the integration and development of traditional media and new media.

First of all, the propaganda department should treat new media with a proactive, open and inclusive attitude. Strengthening the correct guidance of new media is not only an important research topic, but also an urgent and important political task. Propaganda departments at all levels should attach great importance to it, guide cadres to scientifically understand and correctly treat new media through education and training, urge cadres to understand the operating mechanism of the Internet through personal experience, innovate working methods, strengthen online public opinion guidance, condense social knowledge, and constantly improve their ability and level of using new media.

Secondly, traditional media should change their thinking and promote the deep integration of traditional media and new media. Newspapers, radio stations and TV stations at all levels should be good at learning and drawing lessons from the experience of mainstream media integration and development, proceed from local reality, make long-term plans, and gradually realize the development goal of deep media integration. Traditional media should be good at analyzing and using the internet model, constantly enhance the influence of new media, and create brands, produce fine products and promote development through integrated development.

First, news media at all levels should speed up website construction, integrate media resources, make up for the shortcomings of traditional media content that is difficult to save and retrieve, and constantly promote the extension of media content to the network.

Second, strengthen content construction. First, adhere to the content as king, give full play to the advantages of professional editors and information resources, meet the information needs of users with authoritative reports, and better play the role of public opinion guidance; Second, adapt to the characteristics of new media communication, produce more accurate, short, vivid and attractive information, and seize the opportunity in communication; Thirdly, to create integrated news, we should make great efforts in "all-round", "deep" and "wide", take the content of traditional media as the core, promote complementary advantages through cross-media linkage, and present the events, reasons and feelings of news events in a multimedia way through theme planning, so that the theme is full of flesh and blood and more infectious and penetrating.

Third, innovate the editing process based on the application of big data. News media at all levels should strive to establish a new multi-functional comprehensive editing and editing platform with unified command and scheduling, efficient integration of editing resources, comprehensive application of multimedia technology, and adaptation to multimedia news production, so as to realize news collection at one time and multi-generation generation generation of news products. Accelerate the establishment of Songyuan Media Data Center, form a basic massive information resource pool based on this city and radiating all counties, integrating data storage, integration and backup to realize data sharing.

Fourth, we should pay attention to the characteristics of service and interaction. Optimize information services, strengthen users' ideas, pay attention to analyzing users' characteristics, accurately grasp users' individual needs, define website positioning with users as the center, organically combine policy propaganda with users' needs, and improve the pertinence and effectiveness of communication. Strengthen the "fast" and "accurate" of new media, and seek practical results in instant video live broadcast. Keep pace with the times, grasp the pulse of media development, actively establish official Weibo and WeChat WeChat official account, build a 24-hour information publishing platform when conditions permit, and continuously expand the influence of new media.

Fifth, highlight personality to promote development and create brand effect of new media. Media at all levels should make full use of "featured" articles in web design, graphic production and content arrangement. , show the media temperament and enhance competitiveness.

Finally, enhance the enthusiasm and initiative of users to participate in the interaction. It is necessary to further strengthen the publicity of news websites at all levels, and guide users to actively participate in interaction and comments through online voting and prize-winning questions and answers, so as to continuously improve the activity of websites. Only by satisfying the communication between users and improving users' participation and contribution can the website win a good reputation, thus gathering popularity and constantly improving users' attention to the local website.

(3) Improve technical means, expand new technologies and applications, and provide strong support for the development of media integration.

The transformation from traditional media to new media needs to be guided by internet thinking, supported by advanced technology, and continuously increase technical input. First, actively use new technologies, give play to the technological advantages of new generation networks such as 4G, improve the efficiency of information transmission, develop online audio-visual services, push high-quality content to multi-screen terminals such as Internet TV, smart phones and tablet computers, promote the docking of social platforms and news communication platforms, attract users extensively, and continuously enhance their influence; Second, constantly explore new applications, develop mobile clients, mobile websites, mobile newspapers and other applications, build public accounts with the help of communication platforms such as Weibo and WeChat, seize the highland of public opinion, and further expand coverage; The third is to strengthen the application research and development of information communication technology, conform to the trend of mobile, socialized and interactive Internet communication, and strive to achieve the best effect of media integration and development.

(four) to strengthen the construction of professional talents, improve the overall quality of the industry team, and lay a solid foundation for development.

Promoting the deep integration of traditional media and emerging media requires a group of compound talents. First, it is necessary to strengthen the training of existing talents, improve the comprehensive quality of editors through professional training and study and inspection, and establish a team of multimedia journalists who integrate editing, photography and broadcasting as soon as possible and can master and apply modern communication technology skillfully; Second, vigorously introduce management talents, technical talents and management talents to adapt to the new media environment, appropriately raise the wages of technical personnel, and reserve talents for the development of new media; The third is to reconstruct the production process of news gathering and editing, upgrade the gathering and editing system, establish a multimedia gathering and editing platform with unified command and scheduling, increase the cultivation and introduction of emerging media content production, technology research and development, capital operation and management talents, optimize the talent structure, and make unified deployment and use; Fourth, establish and improve the performance appraisal system, enhance the enthusiasm and sense of responsibility of business personnel, and explore effective ways to attract, retain and make good use of talents under the condition of media integration.

(5) Strengthen policy support, broaden funding channels, and promote the healthy development of new media.

To make good use of new technologies and promote the industrialization of new media, not only operators and mainstream media should play a good role, but also relevant departments should actively follow up and participate to support the healthy development of new media with practical actions. The municipal government and relevant departments should promptly introduce supporting policies to support the development of media integration, formulate effective measures, vigorously cultivate local websites, and promote the mutual integration of traditional media and new media.

It is necessary to continuously broaden the funding channels for the development of new media, improve the treatment of news editors and technicians, improve technical equipment, and attract talents to actively participate in the construction of new media. First, increase government financial support to provide full guarantee for the stable and orderly development of new media; Second, new media should attract advertisers by increasing the click-through rate and increase the proportion of new media advertisements. It is necessary to change the previous centralized bombing advertising mode and turn to accurate advertising based on empirical data collection and analysis. Compared with traditional advertising, new media advertising pays more attention to content, creativity and coverage, while new media advertising pays more attention to effect, channel and target user arrival rate. Raising funds through advertising sponsorship is the main channel to maintain the operation of new media at present.

(6) Strengthen effective supervision, do a good job in public opinion prevention and control, and standardize the communication behavior of new media.

To promote the development of media integration, we must always adhere to the principle of the party governing the media, the principle of unity, stability and encouraging positive publicity, and put the correct orientation through all aspects of integration and development. It is necessary to improve the media management system, introduce relevant policies and regulations, seriously study the scientific methods of new media management, strictly regulate communication behavior, and accelerate the innovation of management methods. First, increase support for network supervision. Party committees and governments at all levels should incorporate internet management into the annual assessment indicators of various departments and take network knowledge as a compulsory content of civil servant training. At the same time, in the form of government purchase, we will improve the remuneration package, attract professionals to participate in Internet management, expand the team of online reviewers, and create a positive network environment. The second is to improve the network public opinion monitoring system. Through public monitoring, data analysis, technical reconnaissance and other means and methods to analyze and judge, timely grasp the network situation, access to network intelligence information.