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Media magazine, as the highest authoritative publication in China's press and publication industry and the core periodical in Chinese, has been strongly supported by leaders at all levels and many experts, scholars and colleagues in the industry. Authoritative interpretation of industry policies, in-depth discussion of new academic viewpoints, timely reporting of industry trends, accurate analysis of typical cases, and extensive promotion of business exchanges.

The media is the media that spreads all kinds of information. Media or "media", "media" or "media" refers to the carrier of information dissemination, that is, various forms of material tools to carry and transmit information from the communicator to the receiver in the process of information dissemination.

Accurate, timely and comprehensive data discovery and dissemination; Experimental tools; Investigation means

Medium;

Environment, Media and Means

The way to spread information

Making and disseminating information machines forces our bodies to respond to the way it works.

The essence is the media that carries advertisements, that is, the media that spreads all kinds of information. (Kang Yong Shi Sheng)

The media can be private institutions or official institutions. Communication channels include paper (newsprint, magazines), sound (radio), video (television, movies) and modern network (computer video). The American Library Association's Post-war Public Library Guide (1943) was first used as a term, and now it has become the general name of various communication tools.

classify

The first kind of media

It is one of the traditional original media to accept each other's information by direct, simple and intuitive interactive ways such as gestures, semaphores and bonfires. Its characteristics are intuitive and fast, but it is greatly limited by natural conditions, such as weather, light and natural obstacles.

The second kind of media

Including letters, paintings, words, symbols, printed matter and photographic works. In this way of information exchange, the receiver of information relies on visual sense to receive information, and the sender of information begins to use certain communication facilities and tools.

The third kind of media

Both the sender and the receiver of information must use communication facilities. This kind of media includes telephone, records, movies, radio, television, mobile phone communication and so on.

The mass media regards it as the media used by the general public.

The fourth kind of media

Network media is classified as the fourth kind of media because its media mode and information carrier are different from the third media. In the traditional sense, the use of media has certain time and space restrictions. However, as long as people who have been exposed to star media know, the flexibility and liquidity of Internet media are beyond the reach of other media. Not limited by region and time, it can be used anywhere for the first time. Its convenience is obvious to all. It is also the main development platform of the future media.

Functions of media

1, monitoring social environment

2. Coordinate social relations

3. Inherit culture

Step 4 provide entertainment

Development situation

The media refers to "mass media". In a broad sense, mass media includes newspapers, magazines, television, radio, movies, books, audio-visual products and the rapidly rising Internet. According to the statistics of Zhiyan Consulting, the total output value of China media industry in 20 1 1 year was 637.9 billion yuan, an increase of 15.2% over the previous year. Judging from the market structure of various industries in the media industry, in 20 1 1 year, newspapers and television accounted for 3 1% of the total market of the media industry, and the scale of Internet business reached 42% of the total market of the media industry, accounting for almost half of the media industry. [1] The market for broadcasting, periodicals, audio-visual and movies is small, and there is limited room for manoeuvre to cope with the impact of changes in the media environment.

Starting from 20 12, the General Administration of Press and Publication and the Ministry of Finance began to increase their support for cross-regional mergers and acquisitions of state-owned cultural enterprises. The Guiding Opinions on Accelerating the Reform and Development of Publishing Media Groups clearly put forward that regional blockades and industrial barriers should be removed, and the development of publishing media groups across media, regions, industries and ownership should be supported, and several large-scale backbone publishing media groups with annual sales income exceeding 20 billion yuan should be cultivated. The Notice on Doing a Good Job in the Management of Budget Expenditure of State-owned Capital Operation of Central Cultural Enterprises supports the central cultural enterprises as the main body of merger, obtaining the ownership and control of the merged enterprises through capital purchase and holding, or establishing new enterprises through merger. Under the promotion and guidance of national policies, such as the Outline of the National Cultural Reform and Development Plan during the Twelfth Five-Year Plan, the traditional media in China will further carry out system reform, tend to be flexible and market-oriented, and their competitiveness will be greatly improved.

Foreground forecast

20 12 will be the year of policy implementation. Among them, the key policies of the reform of the operating cultural industry mainly include the integration of wired networks, the reform of non-modern newspapers and periodicals, and the reform of state-owned literary and art academies and troupes. The policies for the development of emerging cultural industries mainly include the construction of new media broadcast control platform, policies to promote the development of film industry, and support for film and television content production enterprises.

New media will accelerate the replacement of traditional media. It is estimated that by the end of 20 12, the number of netizens will be close to 600 million, and the number of broadband users will be close to1900,000. New media will accelerate to replace the influence of traditional media, especially print media and wired networks. New media such as online video and IPTV are growing rapidly.

The trend that content is king is more obvious. Due to the shortage of supply, the price of film and television copyright will continue to rise, and the profits of film and television production enterprises will continue to rise. [ 1]

development trends

In the past few years, the media industry in China has developed vigorously. After the reform of media institutions, some new online media have been involved, and advanced Internet platforms have been used for hand-to-hand combat with traditional media. Although the emerging online media is not dominant in resources and contacts, its fast and convenient characteristics and ultra-low price compared with traditional media make online media unique in the advertising industry. As we all know, the survival of the media is an indispensable part of advertising, and the online media only hold a few fish in their arms without occupying the traditional advantages, which just shows that the online media is bound to be the main development item of China media in the future. Take Star Media for example, it is not surprising that it can create 40 million profits in a year with 530,000 Q groups and 3,000 online media resources.

In a word, the development of the Internet will also lead to the transformation of the media in China, and it is only a matter of time before TV, newspapers and radio become diversified online media platforms.

Development crisis

[3] Historically, every economic crisis contains opportunities, and promoting economic restructuring and transformation will give birth to new economic growth points. Especially for cultural industries, including journalism, which are less affected by the financial crisis and the changes of residents' consumption structure and psychology will have a benign effect, these industries often rise against the trend during the economic depression, which is called "lipstick effect" in economics.

Through the historical investigation of the development of cultural industries in the United States, Japan, South Korea and other countries, it is not difficult to see that under the effect of "lipstick effect", every financial crisis will become an opportunity period for the development of cultural industries against the trend. With the advent of the information age and the development of low-carbon economy, the cultural industry represented by the media is rising rapidly and gradually becoming an important force to promote economic growth. So, can the media reap the "lipstick effect"? How can western media take the opportunity to achieve leapfrog development?

Macro policy support

Compared with the real economy, news and other cultural industries are less affected by the financial crisis and have a lagging effect on the transmission of the crisis. Cultural industry has outstanding contribution and potential in promoting economic growth, creating wealth, expanding employment and improving national soft power. These unique advantages make many countries regard cultural industry as a strategic industry to revitalize the national economy in the post-financial crisis period, and give strong support from macro policies.

In order to adapt to the changes in the new media environment and promote the free and open development of the media industry, South Korea passed the Media Law on July 22, 2009, gradually abolishing the radio and television monopoly system. The American government has always been regarded as the least regulated government, but in this financial crisis, it has also increased its support for the news media industry. On March 1 1, 2009, the US House of Representatives passed the newspaper tax reduction bill. According to this bill, newspapers and newspaper publishing industry will pay 40% less business tax until 20 15 years.

Enlightenment: At present, because of its high technology content and high added value, cultural industry has quietly become the leading force to expand domestic demand, promote employment, promote industrial upgrading and enhance social cohesion. In July 2009, China issued the first "Cultural Industry Revitalization Plan", which strategically incorporated the cultural industry into the national industrial revitalization plan sequence. It is generally believed that the cultural industry can be fully developed only when the state's investment in the cultural industry reaches 1% of the total fiscal expenditure. Although China has continuously increased its financial support for cultural industries in recent years, the investment in cultural industries only accounts for about 0.39% of the total financial expenditure, which is far from enough compared with the actual needs of cultural construction. Compared with countries with developed cultural industries such as Europe, America, Japan and South Korea, there is still a big gap in cultivating new economic growth points, strengthening foreign cultural trade and improving the international competitiveness of cultural products. It is necessary to increase support from funds, talents and policies.

Strengthen cooperation with new media and open up development space.

The traditional news media industry is highly dependent on advertising, and advertising is extremely sensitive to economic changes, so the media economy is positively related to the economic development situation. Therefore, the financial crisis makes traditional media feel chilly, but it is a good opportunity for digital emerging media.

Many foreign mainstream media have seen this business opportunity and turned to new media. American century-old newspapers such as Seattle Post, Rocky Mountain News and Christian Science Monitor stopped publishing physical newspapers and devoted themselves to online editions. The rise of SNS social networking sites has opened a new milestone in the development of new media. In view of the fact that many people are used to getting news information on social networking sites, the four major television stations in the United States, ABC (American Broadcasting Corporation), FOX (Fox Broadcasting Corporation), CBS (CBS) and NBC (National Broadcasting Corporation), have successively revised their Facebook pages, launched new services and added new functions to enhance their influence among SNS users and attract users to buy channels to watch.

Japanese newspaper industry has accelerated its transformation to new media. The Nihon Keizai Shimbun has set up an electronic media bureau to provide news services such as audio and video for mobile phone users and develop news products by using the existing website platform. Under the unfavorable conditions of shrinking corporate profits and sluggish advertising market, newspapers such as Asahi Shimbun and Nihon Keizai Shimbun have built news reports, professional information and other data resources stored for many years into online databases, provided commercial information services for a fee, and explored new profit models.

Enlightenment: At present, the relationship between traditional media and emerging media has changed from competition to cooperation. China's Internet, mobile phones and other new media have ushered in a rare development opportunity in this financial crisis. According to Tencent's financial report data, Tencent's Internet value-added service revenue in 2009 was RMB 9,530.7 billion (US$ 654.38+US$ 39.58 billion), a year-on-year increase of 93.9%. Now most traditional media have set up their own websites and launched mobile versions. However, we still need to think and explore how to make use of our own advantages, innovate forms and highlight characteristics on the basis of the original content, realize the integration and interaction with new media, and create a more effective profit model.

Increase technological innovation and realize the diversification of media products

Strengthening technical research and application and developing new media products are effective ways for the media to cope with the financial crisis. Many traditional media have strengthened the development and transformation of content products, and vigorously developed news products with market development potential for new users. In April 2009, The Wall Street Journal launched a news reading client for iPhone, and The new york Times launched an online news reading product called Times Wire, which recommended news in real time in the form of blog exchange. Since 20 10, time warner Inc. Company has been committed to launching the "TV Everywhere" service, and cable TV paying users can enjoy the video content provided by cable TV companies through the Internet or mobile phones.

Following the transformation of digital TV, in 20 10, the Korean government invested1700 million won in digital broadcasting, three-dimensional program broadcasting and a new generation of DMB (a new generation of terrestrial waves with twice the video transmission rate). By developing new radio programs, South Korea's broadcasting industry has ushered in a new turning point. 20 1 1 In April, the Korean government issued the "Three Policies for Smart TV"-upgrading the core technologies of smart TV, enriching the contents of smart TV, strengthening the construction of basic public facilities, and consolidating Korea's leading position in the smart TV market.

Enlightenment: China has entered the era of media convergence, and the information needs of the audience, the ecological environment of communication and the development mode of media economy have all changed significantly. In order to survive and develop in the competition, traditional mainstream media must adapt to the requirements of the new situation, realize digitalization of editing and editing process, interactivity of communication platform, diversification of news products, humanization of information service and accelerate the pace of transformation and upgrading with the help of technological progress and innovation.

Reduce costs and take the road of resource sharing, low input and high output.

In the post-crisis era, low-carbon economy has become an important force to promote the economic structure transformation and development strategy adjustment of various economies.

In order to adapt to the development of low-carbon economy and improve the efficiency of capital output, news media have started various forms of extensive cooperation to reduce costs through resource sharing. For example, Washington post and The Baltimore Sun reached an agreement at the end of 2008 to share news resources, while The Dallas Morning Post and The Fort Worth Star Telegraph distributed business on behalf of each other and shared the resources of pictures and some news products. Fox and NBC are also planning to share video resources.

Facing the increasingly difficult living environment, Japanese newspaper giants have also begun to warm up, strengthen cooperation and improve their overall competitiveness and influence. "Yomiuri Shimbun" cooperates with the Wall Street Journal in the United States. Since March 2009, Yomiuri Shimbun has published the Japanese translation of the wall street journal's explanatory report in its international edition twice a week, while the wall street journal relies on Yomiuri Shimbun to print and distribute its Asian edition. The three major newspapers, Yomiuri Shimbun, Asahi Shimbun and Nihon Keizai Shimbun, have also jointly established a news navigation website to aggregate some news reports of the three newspapers for readers to compare and read. Readers can click on the content they are interested in and go to the independent websites of various newspapers for detailed reports. This way of joint navigation not only integrates news resources, but also enables newspapers to maintain their own characteristics and form differentiated competition. In addition, in order to reduce production costs, the three major newspapers also cooperate and help each other in information and distribution. Implement joint newspaper delivery in remote areas and provide assistance to the affected parties in content production, printing and delivery when disasters occur.

Enlightenment: Every financial crisis will promote the transformation and upgrading of the economic development model. The financial crisis gave birth to a low-carbon economy. Because the cultural industry has the characteristics of high-tech content, high added value, low pollution and strong ability to absorb employment, it meets the requirements of low-carbon economy and faces valuable development opportunities. At present, due to fierce competition, China's journalism is facing the development bottleneck of the shortage of content resources. To realize the long-term sustainable development of the news culture industry, it is necessary to break the boundaries between regions and industries, change their own battles into joint operations, maximize the integration and sharing of resources, and achieve a win-win situation in cooperation.

Media enterprises

Kadi communication

Dongfang entertainment communication group

Petrifaction Renhe culture media co., ltd

Focus Media

yishimedia

Zhong Shi communication

Dong Zhong communication

Hongrun communication

Wei Wu communication

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