Media Convergence and the Development Strategies of Radio and Television in China
(Sprache: Englisch)
This book discusses the development strategies of Chinese media convergence in the current, fast-changing communication environment. Drawing on both theoretical and empirical data and based on the author's observations, focus groups, and in-depth analyses...
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Klappentext zu „Media Convergence and the Development Strategies of Radio and Television in China “
This book discusses the development strategies of Chinese media convergence in the current, fast-changing communication environment. Drawing on both theoretical and empirical data and based on the author's observations, focus groups, and in-depth analyses of selected Chinese radio and TV networks, it illustrates key lessons for the maintenance and future improvement of talents, advertisement, media organization management, business development, and coping strategies. Further, it outlines a framework that helps readers to consider how to use communication strategies for the construction of media convergence in the context of China by referring to theories of international communication and political communication.Presenting research on the development strategies of Chinese media convergence, it offers a systematic study of the processes through which the Chinese radio and television industries make use of proper communication strategies to have a profound global influence.
Inhaltsverzeichnis zu „Media Convergence and the Development Strategies of Radio and Television in China “
CHAPTER ONE: THE RISE, CONCEPT AND MANIFESTATIONS OF MEDIA CONVERGENCE1.1 Concept and research overview of media convergence1.2 Impetuses to the rise of media convergence1.2.1 Internal impetuses1.2.2 External forces1.3 Manifestations of media convergence1.3.1 Microscopic level: the convergence of media technologies1.3.2 Mesoscopic level: the convergence of organisational structures, production processes and product forms1.3.3 Macroscopic level: the convergence of the media industry, media regulation as well as media and societyCHAPTER TWO: THE CHALLENGES AND OPPORTUNITIES FACING RADIO AND TELEVISION AGAINST THE BACKGROUND OF MEDIA CONVERGENCE2.1 The challenges and predicaments facing radio and television against the background of media convergence2.1.1 The predicament of talent loss: the separation of "top resources"2.1.2 The predicament of advertising loss: the transfer of capital support2.1.3 The predicament of interest patterns: the transformation of the media market2.1.4 The challenge of communication channels: new media begin to set the agenda for traditional media2.1.5 The challenge of communication platforms: the changing and growing demand of audience for information2.1.6. The challenge of communication content: the online culture that is shaping the social forms 2.1.7 The challenge of media operations: systematic pitfalls and losing sway in public opinion2.1.8 The challenge of organisation management: deficiencies in departmental setup and the talent-cultivation system2.2 Inadequacies and causes of radio and television against the background of media convergence 2.2.1 Macro-perspective2.2.2 Meso-perspective2.2.3 Micro-perspective2.3 Exploring the causes impeding the business development of media convergence2.3.1 Deep-rooted inertial thinking of conventional media failing to adapt to the development needs of the Internet2.3.2 Barriers of conventional systems and mechanisms become institutional factors of media transformation2.3.3 Lack of quality content
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online, where conventional content still dominates2.3.4 Conventional channels dominate, new-media channels lack variety and inadequate online infiltration2.3.5 Insufficient use and convergence of technology by new media2.4 Development opportunities for radio and television against the background of media convergence2.4.1 Content-wise: diverse sources and formats2.4.2 Channel-wise: complement and convergence of new and old media2.4.3 Platform-wise: the drive of digital technology and social mechanisms2.4.4 Operation-wise: development of the media market and changes of profit models2.4.5 Management-wise: renewal of management concepts and organisational structuresCHAPTER THREE: CASES OF REFORMS OF RADIO AND TELEVISION AGAINST THE BACKGROUND OF MEDIA CONVERGENCE3.1 Cases of media convergence of foreign radio and television3.1.1 Media convergence of the BBC3.1.2 Media convergence of CNN3.1.3 Media convergence of NHK3.2 Cases of reforms of radio and television in China3.2.1 Media convergence of new-media newsroom of China Global Television Network 3.2.2 Media convergence of Shanghai Media Group3.2.3 Media convergence of Golden Eagle Broadcasting System3.2.4 Media convergence of Shenzhen Media Group CHAPTER FOUR: COMMUNICATION STRATEGIES OF RADIO AND TELEVISION AGAINST THE BACKGROUND OF MEDIA CONVERGENCE 4.1 The evolution of China's media system4.1.1 Initial choice: party-controlled media4.1.2 First reform: public institutions and management4.1.3 Second reform: separation of reporting and editing and operations4.1.4 Third reform: separation of business and industry4.1.5 Fourth reform: media convergence4.2 Coping strategies for conventional mainstream media regarding media convergence 4.2.1 Change of thinking and ideas: openness and interaction4.2.2 Confirm core competitiveness: technology, team and resources4.2.3 Focus on content production: differentiated innovation4.2.4 Respond to the audience demand for diversity: expand the long-tail market4.2.5 Build platforms: convergence, interaction, social contact and cross-screen4.2.6 Improve media image and develop brand characteristics4.2.7 Integrate marketing strategies and expand communication strategies4.2.8 Improve management and introduce the power of social management4.2.8 Innovate human-resource management and focus on coordinated developmentCHAPTER FIVE: PROSPECTS FOR MEDICA CONVERGENCE5.1 Status quo and achievements of media convergence5.1.1. Develop new thinking: focus on taking advantage of online thinking5.1.2 Build new platforms: gradually develop a new communication system5.1.3 Adopt new technologies: make new paths for media communication5.2 Outlook and suggestions for formats of media convergence5.2.1 Form new formats: innovate media services5.2.2 Foster new talents: build up professional omnimedia reserves5.2.3 Ensure security: step up management and monitoring of converged media
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Autoren-Porträt von Peng Duan
Professor Peng Duan is the vice-president of the Communication University of China, the executive associate director of the Key State Lab of Media Convergence and Communication (Communication University of China), and the managing editor of the SAGE journal Global Media and China. He is one of China's leading scholars, with broad experience in journalism and communication studies, particularly in the fields of radio and television news, communication theories and audience analysis.
Bibliographische Angaben
- Autor: Peng Duan
- 2021, 1st ed. 2020, VIII, 166 Seiten, Maße: 15,5 x 23,5 cm, Kartoniert (TB), Englisch
- Verlag: Springer, Berlin
- ISBN-10: 9813341513
- ISBN-13: 9789813341517
Sprache:
Englisch
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