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The 4th Symposium on Media Convergence Development Strategy



1.Ways of Upgrading, Cognitive Release of Media Convergence Value

On April 24, the 4th Media Convergence Development Strategy Symposium was held on the Zhongshan North Road campus of East China Normal University. This forum is sponsored by the School of Communication and undertaken by the Strategic Communication Research Center.

Media scholars and industry leaders gathered at the Riva Riverside, focusing on the theme of the forum "Deep Media Integration: Strategic Restructuring, Cognitive Upgrading, and Model Innovation".

Integrating the pulse of the media, focusing on the development of the industry, and jointly exploring the future-oriented integrated development. The problems faced by the in-depth integration and development of the media offer "good prescriptions."


The 4th Symposium on Media Convergence Development Strategy was held in East China Normal University.

At the opening ceremony, Zhao Qizheng, consultant of the Strategic Communication Research Center of East China Normal University and former director of the Information Office of the State Council.

Lei Qili, assistant to the president and professor of East China Normal University, and Lu Xinyu, dean and professor of the School of Communication of East China Normal University, delivered speeches. Fang Qihua, Secretary of the Party Committee of the School of Communication of East China Normal University presided over the opening ceremony.

Zhao Qizheng pointed out that the development of communication technology and the upgrading of communication modes are an important force to promote the process of globalization, as well as a key factor that determines the shaping of the country's image and the effect of international communication in the context of globalization.

As the in-depth integration of media is written into the "14th Five-Year Plan", more attention should be paid to how to combine converged media with strategic communication, especially how to leverage and use the latest achievements of communication technology to make convergent media To better serve the national strategic communication goals.


Zhao Qizheng, the consultant of the Strategic Communication Research Center of East China Normal University and former director of the Information Office of the State Council, delivered a speech.

Lei Qili expressed that he believes that taking this forum as an opportunity, further in-depth exchanges, and dialogues between the industry and academia will be launched. While promoting new progress in the work of media integration, it will also be helpful for the new liberal arts of East China Normal University. 'Construction and excellence education work to give guidance.

Over the years, the Strategic Communication Research Center of East China Normal University has relied on the academic resources and research strength of the School of Communication of East China Normal University, combined with various issues that have emerged in China's global process, and conducted in-depth research in the fields of mainstream media capacity building, new media, and crisis communication.

After media integration became a national strategy in 2014, the center has hosted three academic seminars, covering "Media Convergence and Cultural Industry Innovation and Development", "New Era Strategic Communication Theory and Practice", "In-depth Media Convergence Development and Social Governance Models" Innovation” and many other topics.

Lu Xinyu pointed out that in the context of the deep integration of media today, rethinking the mechanism of strategic communication and constructing a theoretical system of strategic communication with Chinese characteristics requires a dialogue between the academic community and the industry from a practical and theoretical perspective. The two sides cooperate to "break the problem", to better tell the Chinese story to the world and spread the voice of China.

At the forum, experts and scholars from Tsinghua University, Fudan University, Renmin University of China, Communication University of China, Nanjing Normal University, etc., State Administration of Radio, Film, and Television, China Central Radio and Television, People's Daily New Media Center, Xinhua News Agency, etc. Experts in the industry have conducted discussions, exchanged experiences, and exchanged views on the two major topics of "how to promote the in-depth media integration model innovation and strengthen the new mainstream media" and "how to construct the media in-depth integration theoretical system and the recognition of the upgrade path method".  And conspiracy to look forward.


2.Strengthening the new mainstream media and innovating the media integration mode are the key points to solve the problem

In this forum, a keyword frequently mentioned is "innovation", which shows that innovation is an important proposition throughout the integration and development of mainstream media. At present, the development of media convergence has entered the deepwater area of overcoming difficulties.

How to promote the high-quality development of mainstream media through the innovation of the media convergence model has become a major issue that the industry focuses on.

With the release of the "Opinions on Accelerating the Development of Deep Media Convergence", the development of media convergence has become a mainstream development trend.

Li Lan, director of the Information Institute of the Development Research Center of the State Administration of Radio, Film, and Television, believes that based on such development, the industry The current task is to think more about how to innovate and integrate the development layout.

Build a coordination mechanism for integrated media centers at different levels, and open up the platform construction of integrated media centers at the provincial, municipal, and county levels to meet the needs of integrated operations of media integration resources.

Yang Hua, director of the Center for Innovation and Development Research of China Central Radio and Television, concluded from the practice of media fusion at China Central Radio and Television that integration is not a simple assembly of resource elements.

But requires multi-party integration and innovation to jointly break the barriers of institutional mechanisms. "First, we must accelerate the transformation from traditional broadcast and television media to world-class original audiovisual institutions, second.

We must shift from the traditional production and broadcasting model to deepening the supply-side structural reform, and third, we must transform the traditional technology layout to 5G+4K and 8K+AI. "

Starting from the status quo of media integration, Jia Fenyong, deputy director of the Xinhua News Agency’s media editing center, pointed out that the mainstream media integration reporting mechanism has four focus points: strengthening integrated reporting of integrated reporting, optimizing the content structure for new media audiences, and improving reporting differentiation.

Distribute and establish an effective evaluation system. Subsequently, industry experts from the New Media Center of People’s Daily, Southern Metropolis Daily, China Business News, Archimedes, Shanghai Radio and Television "Watch News" and other front-line media, began to exchange and discuss from the cutting-edge practice and exploration. Provide new ideas and new methods for "releasing the new momentum of media convergence".


3.Recognition of the upgrade path method, releasing the value of media integration

How to consolidate the foundation of the theoretical system for the cross-domain integration of media? How to connect more mineral deposits and breakthrough barriers to release value?

The participating experts discussed the technical path, political path, and user path of the in-depth media integration research, to provide methodological support for the in-depth integration and development of the media.

Technology leads to changes, and communication technologies such as big data and artificial intelligence continue to iterate. Chen Changfeng, the executive vice dean and professor of the School of Journalism and Communication of Tsinghua University, believes that the basic logic of technology for communication is that it can help expand human power and maximize efficiency.

It can meet human needs and drive the prosperity of the content industry. At the same time, Chen Changfeng called for humanism to be the most important concept that media practitioners should adhere to in the application of media fusion technology, with particular attention to the issues of instrumental rationality and value rationality.

Professor Zhang Tofu, Executive Dean and Professor of the School of Journalism of Fudan University, based on the political logic of the deep integration of media, pointed out that the emergence of new media broke the balance of the original logic of mainstream media, thereby further promoting the strategic reshaping of new mainstream media.

Zhang Tofu mentioned that the creation of a new mainstream media should not rely solely on "guarding", but should adopt a more active and open attitude and rebuild the logic of media and politics based on the peculiarities of Chinese media.

"In the new media environment, users are no longer just receivers of news. At present, users have largely assumed the role of professional media in the past." Liu Pengcong, the senior editor of Shanghai Poster Industry Group and editor-in-chief of "News Reporter" Analyzing the user path of the deep integration of media, proposed that users are no longer on the edge of communication, but are scattered in the entire news field.

From this perspective, the purpose of media integration is actually to fight for the dominant power of communication. Many experts and scholars from academic institutions such as the Chinese Academy of Social Sciences, Renmin University of China, Communication University of China, Nanjing Normal University.

And other academic institutions have also expressed their opinions and discussed academic focus on the topic of "how to construct a theoretical system of in-depth media integration". The depth and breadth, and the collision of wonderful views, brought an academic feast for the participants.


"In the face of great changes unseen in a century,' the media industry can only fundamentally change its thinking on a strategic level, and China's media integration road can suddenly become clear."

Associate Dean of the School of Communication, East China Normal University, Strategic Communication Research Center Director, and professor Chen Hong concluded before the end of the forum.

2021 is the first year of my country's "14th Five-Year Plan", the beginning of the new journey of building a socialist modern country in an all-around way, and the 100th anniversary of the founding of the Communist Party of China. Standing at a new historical starting point, national strategic communication requires the media industry to "innovate" based on "keeping integrity" to continuously improve the dissemination, guidance.

Influence, and credibility of mainstream media news and public opinion, resonate with the times, and be in harmony with the people, Forge ahead all the way.

In this forum, scholars and industry professionals conducted in-depth discussions on the frontier topics of media integration development and strategic communication from different dimensions and perspectives, summing up experience, sorting out achievements, and analyzing problems.

The academic community and the industry work together to tackle tough issues, integrate symbiosis, and jointly promote the construction of mainstream media. The pace of the media industry will help the media industry to better tell the "Chinese Story" and write a new chapter in the Omnimedia era.


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