Reconstruction and Innovation of News Communication Ecology Under Media Convergence Background

(Guilin Converged Media Center, Guilin, Guangxi 541199)

Abstract: [Purpose] This study investigates the transformative characteristics and innovative pathways of news communication ecology under media convergence. [Method] Through literature analysis and case study methods, this research systematically reviews domestic and international media convergence practices and examines them within a communication studies theoretical framework. [Results] Media convergence has given birth to a new communication landscape, reconstructing news production processes, distribution channels, and audience relationships. Technological innovation drives transformation in content production methods, and platform-based operations have become the mainstream trend. [Conclusion] Under media convergence, news communication ecology exhibits characteristics of diversification, interactivity, and intelligence. The study proposes that traditional media transformation and upgrading should be driven through technological empowerment, content innovation, and mechanism reconstruction.

Keywords: media convergence; news ecology; communication innovation; digital transformation; platform operation

Chinese Library Classification: G220
Document Code: A
Article ID: 1671-0134(2025)03-58-04
DOI: 10.19483/j.cnki.11-4653/n.2025.03.011
Citation Format: Huang Bing. Reconstruction and Innovation of News Communication Ecology Under Media Convergence Background [J]. China Media Technology, 2025, 32(3).

With the rapid development of emerging technologies such as 5G, artificial intelligence, and big data, media convergence has entered a stage of deep development. The boundaries between traditional and new media are gradually blurring, and the news communication ecology is undergoing profound transformation. In this context, communication subjects have become diversified, channels increasingly varied, methods accelerated in innovation, and user demands continuously upgraded. Exploring the reconstruction pathways and innovative directions of news communication ecology under media convergence holds significant importance for promoting the transformation of traditional media and building a new communication system. This study deeply analyzes the transformation characteristics of news communication ecology and explores effective paths for reconstruction and innovation, aiming to provide theoretical references and practical guidance for the healthy development of news communication.

1.1.2 Rise of New Communication Subjects

Media convergence has catalyzed the rise of diversified communication subjects, reshaping the news communication ecology. As shown in [FIGURE:1], between 2020 and 2023, the market share of short-video platforms grew rapidly from 15.8% to 36.2%, while self-media platforms increased from 18.5% to 30.5%. In contrast, traditional news client market share rose from 19% to 22% before declining to approximately 18% by 2023. This data clearly reflects the rapid emergence of new communication subjects [2]. Various new media platforms have quickly grown into important forces in news communication by leveraging technological advantages and innovative models. Internet portals and news clients, as representatives of new media platforms, provide personalized news services through algorithmic recommendation and big data analysis. Social media platforms such as self-media and short-video platforms have built multi-level content production systems based on massive user bases, creating a situation where "everyone is a communicator." Internet technology companies participate in reconstructing the news production chain by launching intelligent writing and video editing tools.

1.2.1 Reengineering of News Production Process

Media convergence has driven fundamental changes in news production processes, transforming traditional linear models into flattened, networked structures. Converged media news centers establish intelligent editing platforms to achieve unified aggregation and distribution of news materials. Journalists are equipped with mobile reporting devices that support live broadcasting and instant publishing, significantly improving news production efficiency [3]. The editing process has shifted from single-media editing to all-media editing, emphasizing one-time collection with multiple outputs. The news planning stage focuses on all-media communication characteristics, developing differentiated content strategies according to audience features across platforms. Intelligent writing technology is applied in news writing, providing standardized reports such as data journalism and financial bulletins through natural language processing. Artificial intelligence technology is introduced in processing multimedia materials like images and videos, offering functions such as intelligent editing and automatic dubbing.

1.2.2 Integration and Optimization of Communication Channels

Under media convergence, communication channels have become diversified and three-dimensional, with various media platforms accelerating integration to build all-media communication matrices. Traditional media actively expand digital distribution channels, creating platform clusters integrating websites, clients, Weibo, and WeChat. In the mobile internet era, short-video platforms and social media have become important communication channels, with media institutions opening official accounts to expand coverage [4]. During channel integration, media organizations emphasize coordination and linkage between channels, establishing unified content management platforms for multi-channel unified publishing. In channel operation, media institutions adopt differentiated communication strategies based on platform characteristics to enhance communication effects. Data analysis technology is widely applied in channel operation, optimizing content distribution strategies through user profiling and behavior analysis. In building channel matrices, media organizations focus on constructing user-centered communication systems, creating multi-level and three-dimensional communication networks.

1.3.1 Transformation of User Roles

Media convergence development has reshaped traditional audience positioning in news communication, transforming users from passive information receivers into participants in content production and dissemination. The popularization of social media platforms has granted users greater discourse power and participation rights, enabling them to express viewpoints through comments, forwarding, and likes. User-Generated Content (UGC) has become an important information source, with ordinary users participating in news agenda-setting through content creation and sharing on self-media platforms [5]. Big data technology enables media to accurately grasp user needs, with browsing habits and interest preferences becoming important basis for guiding news production. In media business model innovation, user value is deeply explored, with user traffic and stickiness becoming core indicators for media development. Enhanced user participation drives transformation in media operation models, promoting the shift from one-way communication to user community operation. Media institutions strengthen user stickiness through membership systems and user community building. Users' dominant position in media convergence development has become increasingly prominent, making them an important force driving media innovation.

1.3.2 Innovation of Interactive Models

Media convergence promotes innovation in interactive models within news communication, shifting from traditional one-way communication to multi-way interaction. New media technologies provide diverse channels for user interaction, enriching interactive scenarios through live interaction, online Q&A, and topic discussions. Media institutions build multi-level user feedback systems by creating interactive platforms, responding to user needs in a timely manner [6]. Socialized communication characteristics promote closer connections between media and users, with user communities becoming important interactive carriers. Interactive data collection and analysis provide basis for content optimization, with interactive effects becoming important indicators for measuring communication effectiveness. Media institutions develop innovative interactive products such as AR news and VR experiences to enhance user participation and immersion. In major news reporting, media institutions focus on building all-media interactive matrices to achieve multi-platform linkage. Interactive method innovation drives upgrading of media service models, with user experience becoming an important direction for media innovation development.

2. Key Issues Facing News Communication Ecology Reconstruction

2.1 Lagging Technical Support System Construction

Existing converged media technology platforms exhibit uneven development levels, with poor platform compatibility and obvious data exchange barriers. Insufficient big data collection and analysis capabilities constrain the effectiveness of precision communication. The application of artificial intelligence technology in news production remains in its initial stages, with intelligence levels needing improvement [7]. New technologies such as cloud computing and blockchain are not deeply applied, with technological innovation capacity falling short of media transformation needs. The shortage of technical talent is prominent, with insufficient professional technical teams affecting application effectiveness. Inadequate technical investment leads to slow system updates and upgrades, with technical architecture struggling to meet convergence development needs. Technical standard systems have not been established, with inconsistent technical specifications across media organizations constraining resource sharing and collaborative innovation. Lagging cybersecurity protection system construction increases data security risks. Insufficient technical support capacity affects content production efficiency and constrains communication effect improvement. Weak R&D capabilities in key technologies highlight the problem of core technologies being controlled by others. Technology application is disconnected from business needs, with system practicality needing improvement. Low specialization of technical maintenance teams affects stable system operation.

2.2 Insufficient Content Production Model Transformation

Under media convergence, content production model transformation faces problems such as insufficient transformation momentum and lack of innovation capacity. Traditional editing concepts remain dominant, with weak awareness of all-media content planning. Content production process reengineering is incomplete, with mechanical application of traditional production models that cannot adapt to new media communication characteristics [8]. Content form innovation is insufficient, with text-based reporting remaining dominant and lacking multimedia expression capabilities. Original content supply capacity is inadequate, with homogeneous content flooding the market and declining media core competitiveness. All-media talent cultivation lags behind, with insufficient planning capabilities among editors. Content quality control mechanisms are imperfect, with inconsistent content review standards. Innovative content forms such as data journalism and visual journalism are underdeveloped. User needs analysis lacks depth, with low matching degree between content supply and user demand. Content resource integration is insufficient, with widespread redundant construction. Content product design lacks innovation, and user experience needs improvement. Content production efficiency is low, with insufficient rapid response capacity and inadequate supply of in-depth and investigative reporting.

2.3 Imperfect Integrated Communication Mechanism

During media convergence development, communication mechanism construction has obvious shortcomings. Cross-departmental collaboration mechanisms are unsound, with departmental barriers constraining resource integration. Assessment and evaluation systems lag behind, making it difficult to effectively incentivize convergence development. Resource allocation mechanisms are unreasonable, with imbalanced resource distribution between traditional and new media [9]. As shown in [FIGURE:2], national media convergence development exhibits obvious gradient differences in maturity across different levels. Central-level media convergence development maturity reaches 85%, provincial-level media reaches 72%, while municipal and county-level media only reach 58% and 35% respectively, reflecting that grassroots media still have considerable room for improvement in integrated communication mechanism construction. Talent mobility mechanisms are rigid, with low talent utilization efficiency. Innovation incentive mechanisms are absent, resulting in insufficient innovation motivation.

3. Innovation Paths for News Communication Ecology

3.1.1 Building Converged Media Technology Platforms

Converged media technology platform construction should focus on creating unified, open, and intelligent technical architecture. Platform construction should be based on cloud computing technology to build distributed computing frameworks that enhance system processing capabilities. Data middle platform construction becomes the focus, achieving data collection, storage, analysis, and application through establishing unified data standards [10]. Content Management System (CMS) upgrading and transformation should support multimedia content production and management, providing convenient content editing tools. Platform interface standardization design should support docking with third-party systems to expand platform functions. Mobile development framework construction should meet mobile office needs and enhance editing efficiency. Media resource management system development should achieve unified management of materials such as images, audio, and video. User data analysis system construction should support precise profiling and personalized recommendation. Blockchain technology application exploration should strengthen copyright protection and content traceability. Microservices architecture application should enhance system flexibility and scalability. DevOps practice promotion should improve technical operation and maintenance efficiency. Security protection system construction should ensure platform stable operation.

3.1.2 Building Intelligent Production Systems

Intelligent production system construction focuses on the entire news production process, applying artificial intelligence technology to enhance production efficiency. Intelligent editing system development achieves functions such as automatic news clue collection, automatic text classification, and intelligent writing. Machine learning algorithm application enhances content analysis and processing capabilities. Natural language processing technology application supports multi-language content processing and translation. Computer vision technology application achieves automation in image recognition and video processing [11]. Speech recognition technology integration supports functions such as speech-to-text and automatic dubbing. Deep learning model training enhances intelligence levels. Data mining technology application discovers news value points. Intelligent review system construction improves content gatekeeping efficiency. Personalized recommendation engine development optimizes content distribution. Knowledge graph construction supports intelligent retrieval and association recommendation.

3.2.1 Innovating Content Production Models

Media convergence development requires reconstructing news content production models and establishing user demand-oriented content creation mechanisms. Data-driven topic planning models are promoted, discovering user interest points through big data analysis to determine reporting directions and depth. All-media collaborative editing models are gradually established, with editorial teams organized by content attributes rather than platform characteristics to achieve resource integration and optimization. Mobile-first editing concepts are deeply practiced, with journalists equipped with mobile reporting devices to support news collection and publishing anytime, anywhere [12]. Crowdsourcing models are applied in news production, attracting professionals to participate in content creation by building open platforms. Premium content studio construction is promoted, forming professional teams to create original and thematic content. News product incubation mechanisms are established, cultivating innovative content products through project-based operations. Media laboratory construction is launched to explore integration paths between new technologies and content production. User participation enhancement mechanisms are improved, increasing user stickiness through interactive planning. Data journalism production process standardization establishes complete work chains from data collection to visualization. In-depth reporting topic database construction reserves key topic resources.

3.2.2 Optimizing Content Presentation Forms

Under media convergence, content presentation form innovation has become a priority to meet users' diversified content consumption needs. Short-video content production standards are established to adapt to mobile communication characteristics and enhance communication effects. Data visualization technology application is promoted, intuitively presenting complex information through charts and animations. Immersive news reporting is explored, enhancing user experience through VR and AR technologies [13]. Interactive news product development increases user participation through gamification design. Scenario-based news narrative methods are innovated, customizing content forms according to different scenarios. Audiovisual language innovation enhances content expression and appeal. Light applications such as H5 are developed to provide convenient mobile reading experiences. Graphic news standardization production simplifies expression of complex topics. Short-video serialized creation builds content IP. Information graphic design standards are formulated to enhance visual communication effects. Audio product forms are innovated, developing new auditory products such as podcasts. Live streaming technology is innovatively applied to enrich on-site reporting forms. Visual creative tool development lowers production barriers.

3.3.1 Reconstructing Organizational Structure

Media convergence development requires comprehensive reconstruction of traditional organizational structures to establish flattened, matrix-style management models. Converged media center construction becomes the focus, breaking barriers between collection, editing, and distribution to achieve optimal resource allocation. Content production centers are reorganized by content attributes, breaking original departmental boundaries to form specialized editorial teams. The status of technological innovation departments is elevated, responsible for technology platform construction and innovative application R&D. Data center construction is promoted, integrating resources such as user data and operational data to support decision-making analysis. Product R&D centers are established to coordinate development and operation of various new media products [14]. Brand operation centers are set up to manage media brand building and market expansion. Talent training centers are formed to promote all-media talent cultivation. Project-based management models are promoted to enhance organizational operation efficiency. Assessment and evaluation systems are reformed to establish scientific performance evaluation mechanisms. Salary distribution systems are innovated to motivate editorial staff. Talent introduction mechanisms are improved to attract outstanding technical talent. Cross-departmental collaboration mechanisms are established to enhance team collaboration efficiency. Content quality supervision mechanisms are improved to strengthen quality management. Decision-making consultation institutions are established to enhance decision-making科学性. Innovation incubation mechanisms are established to promote business innovation.

3.3.2 Innovating Operation Models

Under media convergence, operation model innovation has become key to development, requiring construction of diversified profit models. User operation models are transformed, enhancing user value through membership systems. Data operation system construction achieves precise and personalized services. IP operation strategies are implemented to build premium content brands and expand influence [15]. Community operation mechanisms are established to cultivate user communities and enhance stickiness. Content payment models are explored to develop premium paid products. Advertising operation models are innovated to provide precise marketing solutions. Value-added services are developed to expand revenue sources. Cross-border cooperation mechanisms are improved to conduct multi-domain business collaboration. Regional operation center layout expands market coverage. Event planning capabilities are enhanced to create online and offline interactive platforms. Industrial chain extension is explored to develop derivative products and services. Technical service output provides converged media solutions. Business model continuous innovation achieves sustainable development. Brand value realization mechanisms are established to enhance operational benefits. Market response mechanisms are improved to increase market adaptability.

Conclusion

Under media convergence, the reconstruction and innovation of news communication ecology represents an inevitable trend. New characteristics have emerged in diversified communication subject development, communication chain reshaping, and audience relationship reconstruction. Facing challenges such as lagging technical support system construction, insufficient content production model transformation, and imperfect integrated communication mechanisms, media institutions should focus on promoting technological innovation, content innovation, and mechanism innovation. By building converged media technology platforms, creating intelligent production systems, innovating content production models, optimizing content presentation forms, reconstructing organizational structures, and innovating operation models, media convergence can be driven toward in-depth development. Against the backdrop of a new round of technological revolution and industrial transformation, actively exploring innovative development paths for news communication ecology and building a new all-media communication pattern holds significant importance for promoting high-quality development of news communication.

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Author Bio: Huang Bing (1976-), male, from Guilin, Guangxi, bachelor's degree, chief reporter, research interests: media convergence, news communication.

(Editor: Li Yansong)