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.
Acknowledgments
This research is granted by University of Macau (MYRG 2015-00139-FSS). The original version was presented at the 5th 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.
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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.