Integration is an old topic. The author mentioned the media integration in the late 1990s. When the time of the Internet is in the ascendant, the United States FCC has introduced the concept of mutual access between radio and television and telecommunications, the industry began a wave of media convergence. In eighteen years, with a single wave of hands, this year, China has re-raised the media integration and quickly evolved into a hot topic. At the time of writing this article, WeChat delivered a speech from Shanghai Wenguang Li Ruigang, calling for the traditional media to embrace the Internet completely. At the same time, Netflix on the other side of the ocean claimed high-profile media that the media was about to disappear. It was in 2030. The crackdown on the capital market has been eagerly leaping, and the media operators are in desperation.
The editorial department of the journal has never been too lonely. At the end of the year, it chose the theme of media integration. There are both domestic and foreign cases in the completed manuscripts, as well as the editorial department's thoughts and opinions. As editor-in-chief of the magazine, I also have to say a few points about the integration issue.
1. Fusion is the normal state of affairs
Dividing and combining, gathering and dispersing, like the two sides of a coin, is also a dialectical unity of contradiction. In the early days of the Chinese people, there was a saying that "parting for a long time must be parted together." This statement was confirmed in the history of human history and the development of the Eastern and Western civilizations. From the small to the technical products and to the human society, the division and combination of the development process of things is actually the result of the balance between the different forces in the game and the mutual balance between the two forces. The forces that contain each other lose their restraint, merge or split. Occurrence takes the form of newness and oldness, strength and weakness in strength, and quantity in the appearance of more and less prominence. Therefore, fusion or separation can be seen as the appearance and result of the game of staged forces in the development of things. It does not need to be overly frightened either because of the combination or the division, because this is the necessity of the development of the things, and it is also the drama played every hour and every minute.
2. It takes a price to participate in integration
The so-called integration is not as simple as the two words. In the process of integration, it will be subject to a variety of factors and will encounter various problems and interferences. Therefore, it is very likely that there will be “snapshot†or “meltingâ€. And not "and even the outcome of the burning of jade. In the wave of integration, there are both camps that have scored a great victory over the city and those who have lost their armor and relentless lives. However, no matter what the outcome is, the integration will cost and suffer. Therefore, to think that integration is a kind of mutual enjoyment and common growth is a kind of a win-win situation without any harm. It is obviously a naive fantasy. It is necessary for the media to take the road to integration in order to be prepared psychologically for suffering.
3, to participate in fusion need to think twice before proceeding
Since the process of integration requires a price and the risk is huge, it is necessary to assess the situation, to consider it repeatedly, to continue trial and error, and to be far-sighted, minimizing the negative harm caused by the integration. Therefore, it is very important to choose the right hand when formulating a fusion strategy, to find the right path, and to determine the aftermath. In addition, since it is fusion, there will inevitably be one party that leads the integration, and the other that will be led to integration. In this new game of strength, active attackers will have “home advantage†and thus get more public opinion and With the tilt of the capital market, if the passive integrator misses the dominant window period, he will quickly fall into the ranks of being divided and be eliminated, and finally watch the team collapsed, resources engulfed, and space squeezed.
4. Administrative and market forces influence fusion
The fusion from slow to fast, from small to large, detonated in technology products, collided with industrial organizations, resulting in the policy system, and ultimately triggering the transformation of social culture. With words and integration, people are accustomed to keeping an eye on the technical field. In fact, following the most efficient technology integration process to a certain extent will inevitably trigger the participation of two forces. One is the administrative power represented by the government, and the other is the market represented by capital. power.
If the dominant power comes from the administration, then this integration will inevitably lead to the resettlement of regulations and organizational expansion. If the dominant power comes from the market, then the priority of resources to control the interests becomes an inevitable choice. Who is the leader and what is the purpose, determines the direction and nature of the integration, and even the organizational structure and cultural system after the integration. Although the administrative power or market power that leads integration is theoretically represented in different directions, the academic community has also noticed the difference between the two. However, in fact, these two forces have a close relationship, which directly affects the process of integration.
5. Integration of games that are actually different social forces
The media fusion surface is the technological evolution and industrial competition. The essence is that different social forces compete in the game. The integration trend at the moment, the mighty and turbulent waves are empty, and related to this, either to integrate or be integrated, there is no difference between the old and the new, can not enter, whether the smooth progress, the key is to see if you have enough The resources and the adaptive team are based on this, depending on whether or not you have an operating mechanism and operating culture that are configured with great risks. All the above conditions are abundant, is it right? It may not necessarily be because the wave of media integration has only begun. It is a change of the banner of the king in the head of the city. Each of them leads the game in four or five years.
Who is the final winner of media convergence? I still have no answer. Therefore, it is not necessary to have too much pessimism or over-optimism for blending without impractical illusions. It is necessary to look at this emerging phenomenon with a pragmatic attitude and to welcome the baptism of storms and waves. As a media operator, he cannot escape and cannot escape. He only has the courage to face him. He is determined to have a severed arm and hopes to win a phoenix in the flames of the flames.
The trend of integration is rolling, and the Shun people are in reverse.
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