General Secretary Xi Jinping emphasized: "The whole media continues to develop，A full media media、Holographic Media、All media media、Full -Effect Media，Information is everywhere、所 所、No one does not use，Lead of public opinion ecology、media pattern、Deep changes in the communication method，News Public opinion work faces new challenges。"" "，Catalytic fusion quality change，The media needs to promote process optimization、Platform reconstruction，Integrate media resources and production factors。As one of this series of inherent driving forces，"Data Ability" has become a media transformation and upgrade、Integration Development，Key factors for do a good job of party news and public opinion。In recent years，Although traditional media recognize the importance of data news，But in terms of news data, still facing many challenges。

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As an important part of news report，Data news is no stranger for traditional media。But the change brought by the big data era，Not just an increase in data news material，but a new way of cognitive world。

Always，The media reports of the media mainly depend on the interviews and observations of reporters。In this mode，Once a reporter's perspective and selection case do not have general representativeness，So the report cannot show the overall appearance of the event，It will even obviously deviate from the fact itself。The application of big data has greatly made up for the shortcomings of traditional media information collection。Now，The media bet365 live casino games can avoid the overall speculation as the whole，No need to use scientific sampling to speculate the overall。Under a full sample -based big data technology，News practitioners can directly get overall data，to make the report more comprehensive and precise。

But it is worth noting that，For traditional media，The more data technology is used，The bottleneck of insufficient "data ability" is becoming more and more obvious。The current traditional media of each family does not master big data，It is also unable to do a good job of data mining; both can not verify the authenticity of big data，Lack of sufficient ability to visualize data。

From the perspective of data sources，In addition to the data resources opened by the State Bureau of Statistics and the legal effect data disclosed by listed companies can be directly used by the media，Data from a large number of industries are distributed above related platforms。For example, the data of shared travel is mostly occupied by Didi and other platforms; online catering data is mainly distributed in Meituan、Is it hungry and other large platforms; most of the big data on online retail is Ali、Jingdong、Pinduoduo, etc. occupy; online travel data is mainly concentrated in Ctrip、Tuniu and other platforms。An important part of the competitiveness and profitability of corporate corporate，These data with high commercial value are fully protected by the enterprise。The distribution of industry data presents the situation of "data island"，Not open to the public，Do not connect to each other，Make the media unable to touch。

In this case，Media that cannot obtain original data，Only when the relevant enterprise is based on the brand image creation, the corresponding industry bet365 Play online games report is released，Only have the opportunity to see the appearance of the industry data。But the problem lies in，The data displayed by an enterprise is often data that is beneficial to its brand image after processing，Each media that cannot get the original data can not verify the authenticity of the conclusion at all。More embarrassing is，Even if the company is willing to open the original data，In fact, there are not too many media capabilities for data mining。

This can be seen，The right to speak big data in the current public opinion field is often possessive、Control of enterprises of production data，Big data uses big data often can only play the role of "speaker"。Although some media have set up their own data news department or data news laboratory，But compared to market institutions、The excavation and application of big data from technology companies，The data capabilities of the media in news production still need to be improved。

　Content distribution faces "data card neck"

From newspaper to radio and television，From the portal website to social media，During the development and change of the media industry，The progress and evolution of technology play a vital role。For the media，The current most watched technical means are the use of artificial intelligence technology。In recent years，The distribution platform represented by "Today's Headline" and "One Point Information" rises rapidly，A great impact on traditional media。Although on the surface，Traditional media enters the information platform like today's headlines，Open a special media account，Through the method of "borrowing a boat out of the sea"，Expand the influence of the content of the communication。But the acquisition of this influence Bet365 app download is more a "drinking and quenching thirst" effect。

The expansion of content influence may be a bad thing for traditional media? The reason lies in the "control" mechanism of the algorithm。In the traditional communication structure，Newspaper、The audience of broadcasting and TV is a relatively stable group。The media knows who can affect their content，or，What part of the group is "control" information。From the perspective of advertising business，The stable audience of the media will become the key element of its influence construction。The media can transform this part of the influence into advertising bargaining ability，to further promote the development of the news business。

But in a "algorithm" distribution mode，Traditional "Biography -Available" structure is broken。The content of the media production will be pushed to the "interesting reader" reader。This means，Different content spread by the media will reach groups with different "interest labels"。Therefore，On the content distribution platform，Traditional media no longer has a stable audience，It has lost its stable public opinion influence，Also lost the advertising resource that can be realized，It may eventually be reduced to the "content migrant worker" of the algorithm platform。

　Comprehensive improvement of the media's data capabilities

Traditional media's bottlenecks and challenges faced in news production and news distribution，Let the media practitioners feel the urgency of building "data ability"。In this case，Traditional media and media practitioners can start from three aspects，Comprehensive improvement of data capabilities。

First，The importance of understanding data capabilities in ideology。Under the tide of media fusion，Promoting media transformation，Promoting bet365 best casino games the development of new media has become the general trend of the media industry。But you should also see，Many traditional media call the so -called transformation，It simply translates its previous content to the new media platform，Use new channels to increase influence。The transformation in this mode often encounters difficulties soon。The changes caused by information communication technology are not just new channels and new terminals，but the reconstruction of the entire public opinion ecology。Traditional media must be based on the new requirements brought by the new ecology，Collection of News、News production、News distribution and effect feedback This series of links，Perform data reconstruction and optimization in an overall，It is possible to stand firm in the new situation，To better promote the party’s news and public opinion work。

Second，Data capacity can be constructed in an urgent position in action。Data bottlenecks to break through traditional media，Not only does it enhance data acquisition in news production、Digging and presentation abilities，It must also be in content distribution and feedback，Data management and analysis of related audiences，to comprehensively improve the accuracy of information transmission。

In the current "convenience" brought by the information brought by the "algorithm", "convenience" has been generally accepted for the audience，Traditional media must do public opinion work，You must also have controllable、Reliable "Algorithm"。This "algorithm" except for studying audience preferences，More need to add mainstream values。Because the construction of "algorithms" is not in one step through "technical introduction"，Only through bet365 live casino games continuous data accumulation and learning improvement，The corresponding "algorithm" will become more and more "smart"。Another，Traditional media If you do not quickly promote data capacity building，It is possible to be farther and farther in technical media in the era of artificial intelligence，Putting its influence on public opinion。

again，To do a good job of data capabilities in talent training。The key to media competition is talent competition，The core of the media advantage is talent advantage。With the continuous improvement of the popularity of the artificial intelligence industry，Related companies have begun to start with data talents。Compared to technology companies，The media's demand for data talents is not weak，But the attractiveness of data talents is obviously insufficient。In this case，How to do everything possible to introduce data talents，It is a prerequisite for the media that the media must be solved for the development of integration。While introducing professional data talents，Traditional media also needs to be carried out through training，Strengthen the data consciousness of practitioners，Promote the optimization of stock; and from data collection、Data mining、Data presentation and other aspects，Comprehensively improve the data ability of practitioners。

Under the current deepening media fusion tide，"Data" has become a new knowledge that traditional media must master、Familiar new fields、New Vision of Pioneering。The ability is high -strength，To create a politics excessive、The ability is high -strength、Realty innovation、Publicity and ideological work team that can win the battle，Media and media practitioners must improve their "data bet365 Play online games ability" in all aspects。

　(Author Unit: the Ministry of Economics of China News Agency、School of Journalism, Renmin University of China)