Combat:howtocreatemediaconvergencepyramid?(ResearchpapersDownloadnews)First,cleanuptheconceptofmediaconvergenceMoment,‘mediaconvergence’(MediaConvergence)isnotanewconcept,infact,theintegrationofthenon-mediaindustry(Convergence)hasneverbeenacuriousthing.AmericanscholarMorton(Morton)theoriginofmediaconvergenceinretrospectiveWhenoncepointedout:‘Inthenon-mediaindustry,trendsconvergedappearedlongago,’forexample,theAmericancarmanufacturersoftensellmanufacturedrivalJapanesecars,theyjustmarktheirtrademarkbrandinthemanufactureofJapanesecars.Insomecases,someAmericancompanieshavealargestakeinJapanesecompanies.Consequently,‘whenthesamethinghappenedinthemediaindustry,weneednotbesurprised.’Whenthenon-mediaindustriesandtheconvergencefullswing,theactualoperationofmediaconvergenceappears.Alongwiththedevelopmentof1mediatechnologyandchange,theintegrationofmediawithintheindustrywillbethenaturalchoiceandatrend,althoughwithtoday’svisiontoseeTheearliestpractitionersofmediaconvergence,itisnotentirelyconsistentwithwhatwenowcall‘mediaconvergence’concept.Colon(Colon)haspointedoutthatasearlyasthe1950s,anumberofnewspaperstohaveitsownTVstation,andsharesomeinformationresources.SharingnewssourcesanddistributionchannelsaswellasnewsgatheringandproductionteamsworktogethertomaketheelectronicmediaandprintmediaInfact,historyhasnotless.toNewsCorp.forexample,RupertMurdochatthetimeofinvestmentinnewmediasectorhasbeenrelativelyconservative,butNewsCorp.ineightyearssincethelastcenturybegantofocusfromtraditionalprintmediatransfertotelevisionimageup,suchastheFoxcabletelevisionnetwork,20thCenturyFoxfilmcompany,BritishSkyBroadcasting(SkyTV).‘HorizontalMergerNewsCorporationisasinglelevelofthemediainthepasttoexpandthroughmergersandacquisitions,theformationofmulti-level,three-dimensionalThemedia2companies.‘2000,MurdochwithYahoo(Yahoo)tocooperateinthefieldofnewmediaandnewmediacompanystartedbuyingMySpace.NewsCorp.intheworldonalargescalemediacompanyacquisition,merger,consolidation,althoughopenplay‘mediaconvergence’onthecover,butthiscross-regional,cross-industry,cross-media,multi-level,three-dimensional,globalintegrationoflinkage,wherebysharedresourcesgoalwastoreducecosts,inordertobringhigh-qualitymediaNewsbusinessandprofits,anditsessenceisthe‘mediaconvergence.’In1983,MassachusettsInstituteofTechnologyUniversitymediascholarYiQier•Soller•Pool(IthielDeSolaPool)technicalfreedominhis<<>>(TheTechnologiesofFreedom)presentedabook‘spreadmorphologyintegration’(theconvergenceofmodes),thatthedevelopmentofdigitalelectronictechnologyisleadingtothespreadofformshasalwaysbeenclear-cutreasonsforpolymerization,whichinasenserevealsavarietyofmediashowingatrendofmulti-functionalintegration.1994,NewYork<<Times>>intheSanJoseMercuryNews3reportedjointlylaunchedwithAOLsubtitlenamedMercuryNews>><<newsletterserviceis‘amediaconvergence’(AMediaConvergence),firstproposedtheconceptofmediaconvergenceTheconceptofmediaconvergenceintoastagnantsituationgavethetraditionalmediabringsextremelyrichimaginationandgoodvision,thattraditionalmedianewspapers,radio,televisionandotherintegrationdrivenbydigitaltechnology,itispossibleforthemediatobringthequalityofthenewsbusinessandprofits,andtheabilitytoshareresources,reducecosts,soastoimplementtheintegrationofthemassmediatobringacompetitiveadvantage.MediaConvergencereferstothedigitaltechnology...
