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Construction of New Mainstream Media under Condition of Media Convergence

Sun Lu;Zhang Li;  
This article will make a retrospect of previous researches on the issue of "media convergence" both internationally and domestically. By doing so, it is more understandable to understand the construction of new mainstream media: a case study of the People's Daily. The People's Daily exerts to promote its media convergence mobility, bolster micro platform transformation, and enhance its mobile communication ability in particular.Meanwhile, the Internet thinking, brand-new modes of discourse are generally put into practice rather than just in theory. Furthermore, High-tech and cut-edging technologies are widely used, saying the big data, cloud computing etc. to provide high-quality information products. Also, the People's Daily is establishing and developing its unique integrated brand influence and disseminating the mainstream values. In the future, the tendency of new mainstream media will be content mainstreaming, integration in-depth, sociality personal, influence international under the background of media convergence between traditional media and the emerging ones.
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