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Media convergence under microscope :the case of CITYZINE in China

English Abstract

Taking CITYZINE as a case, this study investigates the complex process and practices of media production within the parent media organization in a media convergence perspective, how a traditional media organization deal with new media and interactions of its traditional section and new media section in the process. By employing methods of participant observation, interview and document analysis, this study found that although CITYZINE was acknowledged a traditional media, it has well developed a new media section and achieved fruitful results. Anyway, the media convergence is limited in the organization and still a long way to go in digitalizing the traditional magazine in the future. There are different understandings of media convergence between magazine editors and new media workers in practices and some gaps between traditional magazine section and new media section. Although there is not a plain way for traditional media to converge with new media, magazines still have developing spaces in this new media era.

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Mou, Run Run


Faculty of Social Sciences




Online social networks -- Case studies.

Convergence (Telecommunication).

Communication and New Media -- Department of Communication.


Li, Xiao Qin

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