Pioneering the media convergence: lifestyle media production in the digital age in China

ABSTRACT

An interpretivist methodology was adopted in the research using interview and observation techniques to build a broader qualitative picture of media convergence and innovation of lifestyle media organisations in PRC. By tracking the convergence of three media from 2014 to 2017 in China, this study has found that in the transitional period, the macro-political system unavoidably plays a restrictive role while the motivation of media organisation leadership to innovate is the key factor to success. Furthermore, original content production based on accurate positioning of the target as a niche player is positively linked to performance and profitability. The research team argues that it is not the mainstream news media, but instead the small and agile niche-player media that may pioneer the process of media convergence and innovation.

KEYWORDS:

• China
• lifestyle media production
• media convergence
• niche marketing

Acknowledgments

This research is granted by University of Macau (MYRG 2015-00139-FSS). The original version was presented at the 5^th WJEC-AEJMC conference (2019) and won a research award at the conference. Thanks for all the valuable opinions and suggestions during the process.

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work was supported by the University of Macau [MYRG2015-00139-FSS].

Notes on contributors

Xiaoqin Li

Xiaoqin Li (Ph. D. in Mass Communication, Hong Kong Baptist University) is Assistant Professor of Department  of Communication, University of Macau. Her research interests are in media production, communication effects, feminist media studies, etc.

Xiaojing Gong

Xiaojing Gong (MA in New Media Studies, University of Macau) is Editor in Shang Hai Academy; Runrun Mou (MA in New Media Studies, University of Macau) is  New Media Editor in Shenzhen Television Station.