Light Cavalry and Main Battlefield: A Study of the New Mainstream Media Personal Studio System

Abstract

The new pattern of international public opinion and the new development of in-depth media integration have put forward higher requirements for mainstream media to adhere to the correct political direction, value orientation, and public opinion guidance in internal and external communication, so it is imperative to build a new type of mainstream media. As China’s state news agency with global reach, Xinhua News Agency is exploring the development path of the mainstream media in the background of media integration and transformation. With the advantage of being small and fast, Xinhua has introduced the personal studio system to achieve remarkable results in both mainstream values transmissions internally and public opinion struggle externally. Taking Xinhua News Agency as an example, this paper analyzes the development characteristics and optimization path of the mainstream media personal studio system from the perspective of communication form, content, effect, and media management, to provide a reference for the transformation and development of mainstream media in the new era.