How Did Chinese Local Media Face Media Convergence? A Case Study of Qianxinan Daily

Scholars have long examined media convergence, yet little attention has been given to its intersection with local media and main stream Chinese media controlled by the Chinese Communist Party (CCP). This study addresses this gap by employing focus groups and interviews to conduct a case study of Qianxinan Daily. Furthermore, the primary hypothesis posits that, under the leadership of the Party Committee, Qianxinan Daily has adapted to media convergence amidst the trend of media integration. The findings of this study reveal that Qianxinan Daily, under CCP leadership, benefits from stable resource access and avoids direct market competition pressure. However, this also results in organizational and reporting constraints imposed by the Party Committee's Publicity Department in Qianxinan. While Qianxinan Daily has established a relatively solid framework, there remains significant room for improvement in manuscript quality and news value in the context of media convergence. This conclusion enriches our understanding of media convergence dynamics and highlights the influence of the CCP on this phenomenon.