The Omnimedia Communication System Oriented Management Strategies of the Mainstream Media Group in China: A Perspective of Niche Strategy
Keywords:
Omnimedia communication system, media ecology, niche strategy, mainstream media group, media managementAbstract
The purpose of this research was to study and analyze the management strategies of the mainstream media group at different stages of media convergence in China. The sample used in this study was Chongqing Daily Newspaper Group in 22 years interval between 2001 – 2023. From the perspective of media ecology, this study was under the theory framework of niche strategy theory. This study adopted coding method of proceduralized grounded theory to analyze the data and to build the theory. The results showed that (1) the mainstream media group adopted multiple niche strategies to adapt to the media convergence ecology, (2) integration and creation strategies were used widely, (3) production management and operation management, in which niche strategies were used most widely, were the most active and important functional areas of the mainstream media group under media convergence. There are some limitations of the study. Although the single case is representative, generalizability is a common criticism of the approach. Future research should adopt the multi-case study to improve the generality of the results. The date source derived from all kinds of literature as the public literature due to the failure of finding enough proper informants involving the whole process of media convergence development of CDNG, which may weaken the reality and accurate of the data. Future research should interview related informants as far as possible to ensure that all the information used are well triangulated. Data in this study are coded with the three types of coding in the ground theory. The coding is subjective in some degree. Subjectivity results in different data interpretation, which may affect the validity of the results. Future research should adopt a mixed method to verify the qualitative results.
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