Reporter Du Lijuan reports from Beijing.
Since 2014, the "Guiding Opinions on Promoting the Integrated Development of Traditional and Emerging" was proposed, and the integration has officially begun. 2024 is the 10th anniversary of the implementation of the integration strategy, and in the past ten years, all levels and all kinds of projects have moved from "addition" to "integration", and have continuously promoted the development of deep integration, and achieved remarkable results.
In order to better promote the integration of development, more than 10 experts and scholars from the Institute of Journalism and Communication of the Chinese Academy of Social Sciences, Communication University of China, Minzu University, Beijing Normal University, Henan University of Technology, Huzhou Normal University, etc. From the perspective of comparative research on integration, this book conducts macro, meso, and micro multi-level observation and discussion on integration, in order to provide more theoretical guidance and mature experience for deep integration.
Ji Weimin, deputy director of the Institute of Industrial Economics of the Chinese Academy of Social Sciences and president of China Business Daily, said that the integration has gone through ten years, and the book "Integration" is a summary of the theoretical and practical achievements of the integration strategy in the past ten years. "We hope that this book can provide a comparative research vision of theory and practice for the study of integration, and make useful explorations for promoting the deep integration of the study and building a full-scale communication system. At the symposium on the publication of "** Fusion", Ji Weimin said.
It is reported that the book is composed of four parts: theory, practice, technology and application, and delves into the effectiveness, problems and development paths of integrated development.
In recent years, with the wide application and innovative development of information technology, the new Internet as a communication platform has broken the traditional time and space restrictions on information dissemination, and has gradually developed into an important channel for the public to understand the society, obtain information and exchange activities, which forces the traditional to accelerate the integration of the new business format, and the integration has also become a realistic choice for the traditional innovation and development, transformation and upgrading.
How to understand the current media ecology and further promote the in-depth development of integration has become a major issue facing the traditional mainstream.
Shen Hao, chief scientist of the State Key Laboratory of Convergence and Communication of Communication University of China, said that the current integration has developed in depth, and what is the typical model of integration requires us to think again, especially with the development of AI technology, the traditional way of editing, reporters and news production has undergone revolutionary changes, and ChatGPT as the representative technical means have entered the content production, creativity and other links, which means that the future of integration is not only a kind of aggregation, It's a chemical reaction.
In his view, the integration in the current context is the extension of the media on the one hand, and the extension from domestic communication to international communication on the other hand.
Focusing on the development background of integration, as well as the future direction and way out, the participating scholars discussed from different dimensions.
Wang Fengxiang, a researcher at the Institute of Journalism and Communication of the Chinese Academy of Social Sciences, said at the symposium that there are many current integration models, but most of them are based on a kind of integration under traditional thinking. On the whole, the height of integration is not enough, especially in terms of operation, and the advertising benefits of integration are relatively poor.
According to Wang Fengxiang's research, most of the current integration has not achieved perfect and scientific network advertising system coverage. Therefore, from the perspective of advertising benefits, whether the development direction of integration is to continue to infuse to the traditional one or to carry out "extubation" reform is still a question that needs to be repeatedly explored in the future.
Regarding the above problems, Guo Quanzhong, a professor at the School of Journalism and Communication of Minzu University, said that the practice of integration has gone through ten years, but on the whole, there is still a lot of room for improvement. "In my opinion, the first step in the integration strategy is to clarify what the goal of integration is. Secondly, scarce resources are crucial to integration, and whoever can get scarce resources can do well in integration. Guo Quanzhong said.
In the technical section of the book, Yang Ya, an associate professor at the School of Journalism and Communication of Beijing Normal University, combined with her research results in Liangshan Prefecture, Ordos City and other places, put forward some problems faced by the current integration.
She believes that with the development of 5G, artificial intelligence, virtual reality and other technologies, live broadcast short, as the demand of the times, as well as the connection point of technology, individuals and society, is becoming an important mobile Internet traffic entrance. "With the innovative value of live broadcast and short performance, the mainstream traditional ** can realize the upgrading and development of transformation and integration to the new **. Yang Ya suggested.
However, it should be noted that in the process of promoting the upgrading of mainstream tradition, the integration process is uneven, the surface integration is greater than the substantive integration, and there are extensive content production methods, lagging body and voice, insufficient sociality and interactivity, and the dominance of content distribution is affected by the shackles of algorithms, commercial expansion and "breaking the circle" to be improved.
In this regard, the research group believes that in the context of the implementation of the integration strategy for ten years, we need to objectively understand the information communication revolution brought about by modern information technology, combine the latest progress of integration reality and media ecology theory, and conduct a comprehensive analysis of the integration of information technology and network technology, so as to clearly outline a new picture of the future media communication ecology, help the traditional media to achieve comprehensive transformation through integration, reconstruct the new picture of media competition and cooperation, and realize deep integration. The direction and way out of building a new media ecology.
Editor: Meng Qingwei Proofreader: Yan Jingning).