Co-opetition of News Publishers and Social Platforms: A case study on ETtoday.net and Instant Article on Facebook

• Main Authors: Lin,Yi-Ju, 林怡如
• Other Authors: Su,Chou-Chien
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/965zf4

碩士 === 世新大學 === 傳播管理學系 === 104 === In the digital convergence age, the audience in the media have a significant change in usage behavior. Previously, newspapers and television are the major news media. But since 1995, the audience accessed the news way gradually shifting to the internet. In particular, social platforms appeared in 2004 accelerate the development of this phenomenon. For journalism industry, social media need publishers offering contents to feed their platforms, while the news publishers need a lot of readers to obtain advertisement. Obviously, there are both relationship of competition and cooperation between news publishers and social platforms. Therefore, how to create a "win-win" situation for the development of the journalism industry and audience interests is an important issue. This study aims to analyze the relationship of co-opetition between news publishers and social platforms, and use the co-opetition strategy and related theories to propose the suggestions for well developing journalism industry. Meanwhile, this study use ETtoday.net as well as Instant Article on Facebook for examples, and based on value-net theory to study co-opetition relationship among news publishers, social platforms, audience and advertisers / media agency. In addition, this study uses in-depth interview and secondary data analysis to propose conclusions and suggestions. To sum up, this study finds that currently the trend of news publishers provide news content and social platforms provide audience traffic will not change in the short term,while owning to social platform launch new function of instant articles, etc., it will tend to become competition relationship in the long term.This study also considers that currently social platforms have little influence on advertisers / media agency , but it is doesn’t want single dominant media influencing the market mechanism. As far as audience are concerned, it is currently difficult to implement the subscrition mechanism, and content of articles is too homogeneous. Besides, this paper based on value net theory analysis finds that there is a close relationship of competition and cooperation between ETtoday. net and Instant Article on Facebook in the same time. Further, if complementor of news publishers and social platforms expand largely, it should establish a reasonable distribution mechanism of advertising between the two sides, helping to promote the development of the journalism industry and audience interests. Above comments can be used as the basis for future research related to this issue and for the journalism industry reference.