Summary: | 碩士 === 國立臺灣大學 === 臺大-復旦EMBA境外專班 === 107 === ABSTRACT
With the development of market economy and the progress of social democracy, citizens'' sense of participation is further enhanced. At the same time, the audience market of news media is further subdivided, and the community becomes the new trend of the development of mass media. Since the beginning of the 21st century, the practice of community media has emerged all over the country. From the rise of Beijing community websites in 2000 to the practice of running newspapers in Nanshan Daily, and then to the theoretical study of community media, the development of community media in China has attracted more and more attention. In foreign countries, community media has become a mature form of media, and the national mass media to compete for the audience market, in its own coverage, has an overwhelming advantage. In China, the smaller community is still in the blank of public media attention, and the market prospect is very broad.
As a media practice, the development of community media is keeping pace with the times. In Western Europe, regional and local television stations and broadcasts are supported and legalized by national media policies; in Australia, community broadcasts, known as "public broadcasts," have gained a relatively stable status. Even in the less developed third world, the development of community media is astonishing: in Latin America, community broadcasting has become the most important source of information; in Africa, community media has become an important development strategy, used by governments, international and local NGOs. In the mobile Internet era, the traditional media have to face the situation of advertisers leaving, readers decreasing sharply, and operating difficulties. The good development of foreign community media provides confidence for the domestic community media reform. It is not so much the impact of mobile Internet on social media as a new opportunity for development, and the media practice in the industry is constantly proving the unique advantages and development prospects of community media in the era of mobile Internet.
This paper focuses on the transformation of community media service providers into community service operators in the mobile Internet era, including its development status, operation characteristics, transformation analysis and security system, especially taking 21 city advertising media companies as the case study, from the development process of community media service providers. This paper probes into the operation status, transformation objectives, transformation methods and other aspects, systematically explores and analyzes the difficulties, opportunities and feasibility of the transformation and development of China''s urban community media service providers to community service operators, and explores the embedding of community media service providers in the transformation and development to community service operators. At the same time, it provides a model idea and practical sample for the transformation and development of similar domestic community media service providers.
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