Under the trend of accelerating the transformation of the current media，The reform of the news agency has not only stayed in the process of news production，Instead, it is expanded to the level of organizational change and the innovation of organizational structure。The change and change of the media form are the appearance，The media function extended with the media form is the essence。In this process，The role of the media platform is becoming more important，Coordinator of the polymer and communication relationship of the media resources，Connect to social relationship network and interpersonal relationship network。How to convert the media form and its organizational structure，In the end, you still have to return to the fit of social relations and social structure，Return to the excavation of the value of communication，To adapt to the development law of social media。

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Media technology innovation is both the driving force for media development，It is an important sign of media change，Integration and transformation is a accompaniment of the development of new media development。So，The transformation of the media form is closely related to the integration of the media。

The concept of media fusion was first proposed by IThiel Pool of Massachusetts Institute of Technology in the 1980s，He believes that the development of digital electronics technology is the cause of the long and clear communication form aggregation。Research on the integration of media integration in our country began to start around 2005，Since then, it has been a hot topic of news spread。The concept of "media fusion" began in 2014。Media fusion involves technology、Culture、ownership、Organizational structure、bet365 Play online games Working process and other multi -angle and multi -faceted cooperation。The previous media organizations were a closed、Single system，Media fusion breaks the original media of the media、Organization and order，Make the media's organizational structure and workflow make adjustments and changes，From the simplest、The lowest -level information collection form starts，Gradually complex、Advanced formal development，The boundaries between the media and the media and the public become blurred，The process of decentralization and anti -control allows media organizations to generate innovation motivation from the inside，formed a new production relationship and social relationship，Including the internal media organization、The relationship between the media organization and the relationship between the media and the public。

In recent years，Propaganda authorities at all levels have been working hard to promote media integration and transformation，Provide policy guidance and fund support，To improve the public opinion guidance ability to the Internet public opinion field。Scholar Zhang Zhi'an believes，In the present that coexist in professionalism and socialization，Professional media、Institutional media、Platform media and self -media four types of news institutions constitute the main ecology of current news information dissemination，each plays different tissue characters，Participate in the reconstruction of the current organization structure of the news industry，Realize the reconstruction of the media communication pattern and the re -distribution of communication。

　　Platform link is the key to the role of media form

The concept of the platform has already existed，Not the first of the news communication，Ancient "market" and "farmers' market" are the prototypes of the platform，In engineering、Frequently use in the field of economics，As bet365 best casino games a reputation for aggregating resources or trading venues。early 21st century，The concept of the Internet platform has begun to receive the attention of scholars at home and abroad，From the original online search technology，To provide network service products，Development to today's media platform。Under the background of the media integration and transformation，The media platform as a emerging media organization，Give full play to coordinate media resources、Conversion media relationship and intermediate organizational role in multilateral markets，With comprehensive processing information、Differentiated promotion brands and providing exclusive content such as "Edit Genes"，Provide technology for different subjects、carrier、Space and other media，Promote the realization of media value。

The advantage of the media platform is，The media platform follows the evolution of organizational logic and becomes a self -organized social information system，As a networked social hub, the relationship between the nodes is connected to each node，Have openness unique to the user platform，Component of the large -scale communication network system，A new force of becoming a reconstruction of the form of the news agency。The most obvious feature of the media platform is that it has changed the media's agenda settings and the organization habits of news production，New mechanisms that form information distribution and dissemination channels different from traditional professional media。

Modern network -type organizations are more open、More efficient、More innovative，The media platform is essentially established on the basis of social mechanism，Information Platform、Various platforms built by traditional media，All can be attributed to the category of the media platform。Organization based on the media platform is no longer the center Bet365 app download of power，The core competitiveness of the organization shifts from internal to external organization network，Turn from one party to multiple parties，Promote the formation of self -organization，The self -management of the organization and the mutual integration between the organization form networked、Ecological、Development trend of value，So，Future platform competition will be competition in the organizational ecosystem。At the same time，The boundary of the media platform will become blurred，Based on the knowledge economy，Intelligent、Advanced and social characteristics。But，From the perspective of organizing sociology，Disputes brought about by the multi -communication effects caused by intelligence and the changes of the organizational mechanism of the organization，Reduce the conflict of technical legitimacy and performance legitimacy and humanistic value and human -oriented rationality，Create its own organization legitimacy，Become the biggest challenge facing the current media platform。

　　Function extension is the essential kernel of media form innovation

The media function hidden behind the media form is the essential kernel of the media and its organizational structure。According to the "first media" and "second media" of American scholar Mark Poster，From one -way communication to multi -directional interaction，Control from the center of the center to the participation of everyone's participation，Media functions have not been weakened，Instead of getting a multi -level extension，This function extension is mainly through two ways of interaction and integration。

On the one hand，The media form creates internal power for the media through the interaction of the relationship。Scholar Chen Xianhong pointed out，Communication is the integration of social relations，The essence of communication is in the interaction of the construction and the main body of the communication relationship，Communication bet365 Play online games relationship is cut according to your own will。Communication relationship involves the relationship between the elements of the communication system，It also includes the relationship between the communication system and the social system。According to the interactive frequency、Factors such as intimacy and emotional power，The relationship between the media based on social networks is divided into a strong relationship and weak relationship，Strong relationships mainly maintain the relationship between the group and the organization of the news agency，By empowering users、The method of sharing resources to enhance information communication，Prevent information from fragmentation，The weak relationship is responsible for building a bridge between the group and the organization，Piece the media form with the network space，to attract more users to participate。

On the other hand，Media form provides external support to the media through the integration of resources。Emerging media forms will be in the huge system of social organizations，Increase the user into the virtual community，Integrated not only information resources，It also includes media attributes and user media usage habits，Communication through continuous ceremonial information，Users obtain identity in media use。At the same time，Integration of the organizational culture of different institutions has triggered the emotional factors of users in media use，Emerging media organizations have to quickly respond to user needs，The corresponding user outlook、Products and service views have greatly expanded the scope and channels of media functions，This is to return to the starting point of McLuhan's "media is the extension of people"。

　　Proportion value is the core belonging of media organization operations

German scholar Rudolf Stober proposed three stages of media evolution，The first stage is invention、Innovation and running -in institutionalization，Bet365 app download Including the shift from traditional eliteist to the participation of the audience; the second stage is from independent review to team collaboration; the third stage is the running -in from stability to attach importance to the speed and other culture and values。The first stage of the media evolution has been completed，Currently in the second stage and the third stage，The change of the media form is the most significant expression。Research on social media in the future will not be limited to the perspective of the communication platform and communication mode，Deeper to the change level of social relations and social structure，helps to deeply understand the long -term impact of the development of the media。

A new media organization form is closely related to its accompanying communication structure，From the Internet that is limited to the spread of human society information to the Internet of Things interconnected，Propaganda from unidirectional flow to multi -directional interaction relationship spread，The media form of the social media era returns to the point -to -point communication mode，This combines the dual characteristics of mass communication and interpersonal communication，Forms a distributed mesh communication structure。Innovation of the emerging media form in the communication mode and content production，The outstanding performance power is precisely，You can spread information in the interpersonal network，You can carry out activities in the social relations network，and embed interpersonal relationships into social relations，The coordination and conversion of the relationship achieved in -depth mining of the value of communication，Comprehensive public information and personalized information，Make the media product serving the value of communication，Improve the media's communication and influence。

　　(This article is the results of the Renmin University of China in 2018, the results of the Numerous Cultivation Plan for Talent Cultivation)

　　(Author Unit: School of Journalism, Renmin University of China)