As we all know, based on the great changes in the communication media, human communication has gone through four main historical stages: oral communication in ancient times, handwritten communication in the Middle Ages, printing communication in modern times, and electronic communication in modern times, and the continuous replacement of the four historical stages and the sequential update of the four communication media are, to a certain extent, the embodiment of human desire to expand the scope of communication, improve communication efficiency, and meet people's diversified information needs. Although human communication has gone through the above four stages from the perspective of historical development, the relationship between the four communication media, which are the protagonists of each stage, is not mutually exclusive but complementary, not successive but overlapping. On the one hand, they go their separate ways and are unique; On the other hand, they each have their own strengths and complementary advantages, and together they have achieved human communication. Among them, newspapers and magazines characterized by the logic and profundity of words, broadcasting in the style of easy and simple sound, traditional media represented by television with the advantages of sound and painting, and new media represented by the massive, timely and interactive network have formed a big family of mass communication. However, since the 90s of the 20th century, with the continuous advancement of digitalization, computer networks and virtual reality technologies, as well as the all-round penetration and application of these technologies in the fields of communication and communication, the communication media has undergone tremendous changes, traditional media are breaking through their own limitations, the boundaries between the originally distinct several media began to break and quietly rise a new integration, human communication has entered the era of media integration, also known as the "cross-media era" or "all-media era". The concept of "media convergence" first came from Ithiel De Sola Pool of the Massachusetts Institute of Technology (MIT) and his 1983 book "The convergence of modes." He believes that the development of digital electronic technology is the reason for the convergence of communication forms that have always been clear, media integration is the development trend of integration and multi-function of various media, fundamentally speaking, media integration is the combination of different technologies, is a certain communication technology formed after the integration of two or more technologies, the function of new communication technology and new media produced by integration is greater than the sum of the original parts. As a kind of current situation and trend of media development, media integration is a new product of media survival under the wave of internationalization and globalization, a new means to achieve communication integration and multi-function with several different communication technologies that have always been clearly distinguished, and a new mode to promote the effective combination of newspapers, radio, television, Internet and mobile phones to achieve resource sharing and centralized processing, so as to achieve the goal of saving production costs and achieving scale effects. According to Northwestern University professor Rich Gordon (Rich Gordon) in 2003 for the state of media integration in the United States at that time, media convergence mainly presents the following aspects of integration: ownership convergence, tactical convergence, structural convergence, Information-gathering convergence and storytelling or presentation convergence 2879263. At the same time, in the process of reaching the complete integration of media, it is necessary to go through the following stages of development: initially the integration of organizations relying on administrative forces, then the integration of capital represented by group mergers under the role of the market, and then the integration of communication means, which is the integration of different media means of large media groups on the same large platform, the implementation of the integration of content mutual promotion and resource sharing between these media, and finally the highest stage of media integration, the integration of media forms, That is, the new type of media driven by digital technology and online communication, the fusion media, which combines the advantages of several or even all of the media. The "transmedia" and "omnimedia" we often talk about can be regarded as different stages in the process of "media integration", among which, the "trans" of "cross-media" highlights that cross-media is more embodied in a media integration behavior, and the "all-media" of "all-media" reflects to a certain extent that all-media is more of a media integration state. The so-called "cross-media" refers to the three-dimensional platform combination across print media (newspapers, magazines, books, outdoor advertising), three-dimensional media (radio, television, film) and online media, the core of which lies in the "cross" combination between different media forms, which emphasizes a combination between external forms of media, perhaps through administrative forces, or through market effects, in the initial stage of media integration process. "All-media" refers to a new transmission form that comprehensively uses various forms of expression, such as text, graphics, sound, light, and electricity, to display communication content in an all-round and three-dimensional way, and at the same time transmits through text, sound and image, network, communication and other communication means. As a state of media integration, it is gradually derived after "cross-media" and "multimedia", which is an advanced stage of media integration, and is the maximum integrator of the information flow means that human beings now master, reflecting not a simple connection of "cross-media", but an all-round integration - the comprehensive interaction between network media and traditional media and even communication, the comprehensive complementarity between network media, and the comprehensive mutual integration of network media itself. It can be seen that among the three concepts, "media integration" has the broadest meaning and contains the most content, and "omni-media" describes the advanced stage in the development process of media integration, which focuses on the integration of communication means, content mutual marketing and resource sharing of different media in the sharing of a set of institutions and personnel. However, the current media in our country is still in a relatively early stage, basically experienced the promotion of integration by administrative forces, and gradually promoted integration from the role of the market to the integration of communication means, so among the three concepts, it is more appropriate and appropriate to use "cross-media" to describe our media reality, which is also the fundamental reason why this series adopts the "cross-media research series". Whether it is "media integration" as a development trend, "cross-media" as a state of survival, or "all-media" as a stage goal, they all reveal the current era context of media development and news dissemination. A clear understanding of the current media context and its characteristics is undoubtedly of great necessity and significance to media practices such as media operation and management, news gathering and arrangement, and is also extremely crucial for media professionals to improve their professional quality. Therefore, media culture and communication practice in the context of media integration provides an excellent opportunity for our cross-media research, which not only encourages us to explore and research, but also becomes the original driving force for us to publish this series. In August 2007, Ouyang Guozhong, president of Diansheng Communication and Global Activity Network, was interviewed by the editorial board of "Northern Media Research" when talking about the characteristics of the new media era, and made the following overview: The media in the new media era will mainly present the following four characteristics, the "immediacy" of content generation - more and more content generation and dissemination processes are overlapping, the "locality" of content acquisition - people can obtain instant information anywhere and by any means, and the "interactivity" of content dissemination - Recipients of content have more choice over what they receive, and advertising is "targeted" – advertisers can more effectively target their ads to individual target customers. It can 2879264 be said that this is not only the communication characteristic in the era of media integration, but also the media goal in the cross-media era. How to achieve a win-win situation in the media itself, the audience and advertisers is not only a matter that media professionals need to consider, but also a proposition that media academics need to explore and research. As the result of the key construction discipline project of the "211 Project" of Sichuan University, the research scope covered by the "Cross-media Research Series" mainly includes: (1) "cross-media" or "media fusion" object research and process research. For example, the research on content integration and channel integration, capital integration and structure integration, technology integration and production integration, as well as policy regulations and industry barriers encountered in the process of media integration. (2) Research on the impact of "cross-media" or "media integration" on various media practices and corresponding countermeasures of various media practices. For example, the research on news gathering and editing in the cross-media environment, such as the research on the digital transformation of the newspaper industry, etc. (3) The research on the relationship between "transmedia" or "media fusion" and other fields, reflected in the interdisciplinary research between media integration and political science, economics, cultural studies, sociology and psychology. For example, government information communication research in the cross-media communication pattern, media culture research and audience psychology research in the context of media integration. Regardless of the type of research, this series emphasizes the pertinence of the current reality of the media, the summary of the lessons learned from the history of the media, and the guidance and prediction of the future development of the media. The eight monographs to be published in this issue include "Spectacle and Panorama: A New Theory of Media Culture" by Jiang Xiaoli et al., "Decentralization and Integration-Research on the Digital Transformation of the Newspaper Industry", Wang Jilong's "Struggle and Greening: The Origin, Theory and Practice of Environmental Journalism in the West", Liu Xiao's "Reason and Prejudice: A Study of Contemporary Western International Public Opinion Related to China", Hou Honghong's "Subversion and Reconstruction-A Study on the Mainstreaming of Blogs", Zhang Fang's "Unreal and Real: A Study on the Formation of Impressions in Online Interpersonal Communication", Zhang Jie's Change and Return: A Study of Chinese Government Online Information Dissemination and Peng Hong's Emergence and Interaction: Communication Perspectives in Network Society. Each book is the author's exploration and research on cross-media and media integration, and condenses the author's efforts and painstaking efforts to rationally construct media reality, deeply understand the future of media, and spare no effort to think and explore. On the occasion of the publication of this series of books, I sincerely thank all the experts and scholars in the field of journalism and communication in China for their consistent attention and support to our research. Heartfelt thanks to Desheng (Suzhou) Western-style Building Co., Ltd. for its strong support; I would also like to express my heartfelt thanks to Mr. Ren Ming of China Social Sciences Press and all my friends and colleagues who have worked hard for the publication of this series. "The road is long, and I will seek it up and down." Although the above books alone cannot support the framework of "cross-media research", we hope that the publication of this series of books can play a role in the field of media studies and industry, and we are willing to continue to enrich and extend it in the future media research process, so as to contribute our modest efforts to effectively understand and guide media practice. is the order. Nie Shengzhe Jiang Xiaoli, spring 2010（AI翻译）