What Is the Media Effect?

"Media convergence" (Media convergence) was first proposed by Nicholas Negroponte. Massachusetts Institute of Technology professor Poole believed that media convergence refers to the trend of multifunctional integration of various media.

Media fusion

Because Internet technology has greatly reduced the cost of information transmission, modern digital compression technology

The difference between media fusion and media fusion

There is a difference between media and media: media is the carrier, medium or channel required for information dissemination. Media is a combination of media + content system, with system support for back-end content architecture, production processes, editing and interaction. Therefore, in addition to mastering the processing technology of multiple media, we must have a content system to support the processing technology, and finally achieve a good combination of content and channel.

Driven by the global media convergence situation, large-scale media convergence has become an inevitable trend, and the rise of online media has directly contributed to the pace of domestic multimedia convergence. However, until now, large-scale domestic media convergence is still in its infancy. The integration between media is mainly between newspapers and the Internet, and the one-way integration between radio, television, and the Internet. Most traditional media are only pregnant and developing internally Out electronic media module. In this integration process, TV media pays special attention to the construction of its own online media. As early as the mid-1990s, from CCTV to provincial TV stations across the country and even to single-city TV stations, they have successively applied for the launch of their own websites or online electronic versions. After years of practice and operation, the operation mode of network TV has gradually matured. Domestic media is gradually merging in this unbalanced development.

"Media integration" is a new mode of operation under the integration of the international media. Simply put, it is the effective combination of the editing and editing operations of newspapers, television stations, radio stations and Internet stations. Resources are shared and processed centrally, resulting in different forms of information products , And then spread to the audience through different platforms. This new type of integrated operation mode has gradually become a new trend in the international media industry. Driven by market demand and global trends, media have no choice but to integrate.

With the continuous collision and integration of new and old media, online media are continuously performing media legends, and there is a tendency for major traditional media to float. Jay Nielsen once predicted in "The End of Traditional Media" that in the next five to ten years, most current media styles will end. They will be replaced by online media characterized by synthesis, which is obviously a radical theory of media evolution.

The coexistence of media has led to the current status of multi-channel and decentralized communication of information dissemination. The newspaper's audience distribution is centered on the city. Broadcasting is in the embarrassing situation of being squeezed by newspapers and TVs. TV is popular in the countryside, but it is gradually forgotten by urban people. Although the online media has shown it online, A thousand miles away, but the inherent flaws in news communication and immature technology make it difficult to unify today's media in a short time. From the perspective of the coexistence of traditional media and new media, only when the media complement each other's advantages and merge with each other to form a joint force to build the market, can the shortcomings of the single media itself be covered.

Market-oriented operation makes media integration possible. Among the existing traditional media, TV media has the largest initial investment. American scholar Bradley calculates that for the same news topic, the initial cost ratio of newspaper, radio, and TV reporters is about 1: 1.8: 3.5. The cost of TV interviews is more than three times that of newspapers. The high additional cost makes it often has high input and high output in the process of information dissemination, and it is definitely not cost-effective. The communication value generated by the initial investment cannot be maximized. If different media of the same group realize interaction and integration, exert synergy effects, make the use of media resources the same, the same information will be packaged into products suitable for different media through different forms, and multiple uses of one thing will expand the market and save relative The cost of obtaining a large benefit, generating greater economic benefits, can also strengthen the brand effect of interactive media in a specific area.

Driven by market demand and global trends, media convergence is the best choice to promote the development of the media industry. In the future, the mainstream form of communication will be the form of multimedia fusion.

"Media integration" is bound to become the mainstream of the future media industry. Training a new generation of "media integration" talents is a top priority, and universities naturally have to shoulder the responsibility of training such talents. domestic

In terms of teaching content, it is also worth noting that the University of Missouri and other universities in the United States are actively promoting teaching called "media integration". Since 2005, the Missouri School of Journalism has added an undergraduate program in "Media Integration".

The setting of this major is based on the recognition that, in the current era, due to the emergence of various new media and the diversification of news dissemination methods, the boundaries of various traditional media are being broken one after another, and the traditional media and new media are moving from conflict to integration. , Has formed a general trend in the current media landscape changes. Therefore, today's reporters should have the thinking and ability to break through the boundaries of the media when editing, editing, recording and producing news, and can simultaneously adapt to the needs of different media (whether it is newspaper media, radio and television media, or online media).

The "media integration" specialty is actually meant to cultivate "almighty journalists" so that students can have the ability to adapt to the needs of a variety of media. It can also be called "media integration journalism education." There are some differences in the specific practices of various news colleges and universities in the United States: some are more average, and the practical skills training of various media has set a considerable amount of courses; some have students first have a major media direction, and then take electives Other media courses echo. In postgraduate education and even doctoral education, great attention has been paid to "media fusion", and corresponding research directions and courses have been opened.

First, in terms of the communication pattern.

At present, the new media with the most users and the most influential dissemination in general are online media (the Internet is the media of dissemination, which includes mobile phone media, tablet media, online TV media, and computer media). New media has created a new situation of open information, a new situation of all-time and space communication, a new situation of one person, one media, and all people to all people, and a new situation of information explosion and rapid information replacement. In particular, the promotion of new Internet technologies and applications has continued to enrich the form of communication, and has promoted the formation of self-media, private media, grassroots media, citizen media, independent media, participatory media, and social media.

For traditional media

Media convergence not only provides a lot of new ways for the content dissemination of traditional media, but the changes it brings are in many ways. In terms of management mechanisms, all-media has preset possibilities for institutional innovation and provided space for the transformation to modern enterprises. In news production, all-media is the specific method of information integration and report form, and reports are integrated with multimedia materials. In terms of communication channels, all-media is a product that penetrates strongly to various platform terminals and brings together a new generation of audiences. In terms of business models, all-media is to improve the market layout beyond traditional media advertising. The all-media platform provides multimedia products, and distributes these products through multiple channels such as television, radio, Internet, mobile phones, outdoor electronic bulletin boards, etc. to meet the personalized needs of users and realize user value.

For journalists

The progress of media integration has continuously promoted the change of information acquisition methods for journalists, the change of methods of interviews and reports, the change of news release methods, the change of news concepts, and even the promotion of traditional media practitioners to the new media field. Change of career. Today, young journalists have an open information structure and an international perspective.

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