How to manage the strategy of Korean omn mode media website

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"My News" website (OhmyNews, hereinafter referred to as OMN) is Korea's most famous network news media, it was created by Wu Lianji on February 22, 2000. At the beginning of the website, only more than 700 "citizen journalists" (citizen journalist) wrote for them. But now, the number of citizen journalists has been as many as 40,000 people, omn average daily visits to 2 million, page daily average click rate is as high as 19.1 million. Given that less than 50 million of South Korea's total population, this visit is quite remarkable. From 2000 to 2005, OMN also entered the top ten of "Korea's most influential media", which was selected by South Korea's current affairs magazine, and it was the only Internet media to enter the decade, with 2005 ranked 6th. Interpreting the development mode of OMN, especially its advocacy and insistence on the public News (citizen journalism), has many experiences and inspirations for the operation of our news website.

Omn mode and Citizen News

In the 2006, The Economist pointed out that OMN is the world's recognized model of citizen news. This is not only because it has practiced the concept of citizen journalism, but also because it has achieved good results. In fact, since its inception in 2000, OMN has been expanding its media landscape. For example: In May 2004, OMN established an international web site in English, and then, in collaboration with the Japanese media giant "SoftBank" (Softbank), launched the Japanese version of omn;2006 August, Omn also opened "My TV broadcast" (Ohmytv Broadcasting), Thus forming a trans-media transmission.

Omn's founder, Wu Lianji, was originally a journalist in South Korea's underground publication, "Speech." In 1994, he had a deep report on the "Old roots incident" of the 1950 U.S. military massacre of South Korean civilians, but the report did not receive the attention of the mainstream media in South Korea. and 5 years later The Associated Press reporter the same theme of a report, the Korean media is very carefully introduced. This strong contrast made Wu Lianji feel the conservatism and discrimination of the Korean press. With the support of an organization called "promoting the media democratic Civic Union", Wu Lianji began to teach college students to change their ideas about journalism. The speech was later used as "every citizen is a journalist" (Every Citizen is a reporter) to assemble a book, and eventually become OMN's core development model.

On the day of the establishment of OMN, Wu Lianji on behalf of 727 citizen reporters published a "News production and Consumption Revolution" manifesto, its core is to subvert the "journalists as a privilege" of the news culture. To this end, OMN also set up a "coalition of news guerrillas", ready to launch the second "news guerrilla campaign." The public news movement of OMN mainly has the following characteristics.

One is to reduce the threshold of journalism. OMN stipulates that any registered user can be a journalist, and that 70% of news articles from all walks of life are from ordinary citizens, ranging from housewives to professional writers. Omn called its citizen journalists "news guerrillas", reflecting their dream of becoming a Guevara in the field of journalism. They are unwilling to be the passive news "consumer" role, but want to do news "Manufacturer", participate in the whole process of news production.

The second is to break the format of news writing. Generally speaking, Omn's professional journalist is responsible for the news, while many other citizen journalists through the internet to omn for text, pictures, image materials, and after the revision of the Professional editor on the website. This writing format is thought to be "creatively damaging" the original journalistic production patterns, because such as telephone conversation can become the content of the report, press releases can also be written in the form of letters, OMN also use the Internet's immediacy, interactivity, and other features, set up a lot of interactive links, such as forums, messages, Evaluation mechanism. Citizen journalists can freely express their opinions on the basis of responsibility, and there will be a lot of posts behind each report, thus creating a distinctive website feature. Such a news creation and dissemination mechanism, in fact, has narrowed the relationship between the news and the audience, making the former show unprecedented affinity and influence.

The third is to carry out the communication strategy of "choosing and focusing". Omn also faced a fiscal crisis at the time of its start-up, but by November 2002 it had made ends meet. This has to do with the advocacy of "choice and focus" communication strategy. Because the public news movement can accumulate popularity, but can not make omn really develop into an influential media, thus attracting national and even global advertisers. In this regard, omn to devote limited resources to the coverage of political, social and non-governmental organizations, regardless of length and layout. In fact, there are three major news reports about Omn's reputation: The end of 2002, "The American armored vehicle crushed two high school girls", the same year's "South Korean presidential election" and the 2005 "Hwang Woo's academic fraud" event. Especially for Roh Moo-hyun's support, so that OMN has come to the opposite of many traditional mainstream media, but also for it won the Prestige. After his election as president, Roh Moo-hyun immediately chose Omn as his exclusive interview media.

OMN model and Media ecology

Omn is a media that started with the public news movement, its birth, development and prosperity are not unrelated to the unique media ecology of Korea. To abandon these "backgrounds" and to look at the public information movement alone will make an empirical mistake. Indeed, in the past few years there have been many news sites around the world that have emulated the OMN model, but none of them has achieved omn achievement. Obviously, ignoring the media ecology is one of the main factors.

Historically, Korean society has been controlled by some so-called "conservative media forces", which are represented by the daily "Big three". They are the Chosun Ilbo, the East Asia Daily and the Central daily. The three accounted for 75% of all South Korea's newspaper share, and they opposed media reform in order to maintain their own power structure. For commercial purposes, they suppress other media and do not allow for the growth of transformative forces. However, such repression has also made Korean society's discontent and distrust of traditional media growing, and people increasingly want to see "real" news and express their voices. Therefore, the birth of Omn first catered to the needs of democratic reform in Korea. Especially after Roh Moo-Hyun's election in 2002 and the 2004 Congressional election Reformist majority party, South Korean People's democratic reform enthusiasm is high. Omn is seen by many as an outpost of opposition to conservative forces and the consolidation of democratic achievements, using the platform to express their political, economic and cultural aspirations.

In the end of 2002, the U.S. military armored car crush two of girls in high school events, for example, omn in the Korean public to establish a "progressive media" image. Within 10 weeks of the tragedy, Omn has published 1010 reports, and the Chosun Ilbo has only 96 articles, and in the US court ruled that the soldiers had not been acquitted until the end of 2002, OMN published a total of 1965 articles, while the Chosun Ilbo had only 604. In the keynote of the report, there were significant differences in the two media. The Chosun Ilbo prefers to use government officials to sympathize with American soldiers and to characterize the protests as "anti-American", while omn the protesters ' rhetoric and focuses on demonstrations. Similarly, the story of Hwang's academic fraud, omn again "anti-mainstream", the incident investigation and questioning, thus highlighting its adherence to justice, progress, plead social image. #p # Paging Title #e#

Of course, the appearance of "Netizen organization" also promoted the growth and prosperity of omn. Wu Lianji has pointed out that the implementation of the concept of "every citizen is a journalist" in a paper medium is relatively expensive; only after the advent of the internet will this dream be truly achieved. It is no exaggeration to say that South Korea has the world's leading network environment. Since 1998, ordinary Koreans have been able to enjoy broadband services. Today, 86% of South Korean households have access to the Internet, and another 20,000 PC bar or Internet cafes, a ubiquitous society has been formed in Korea. This not only provides a potential information consumer group for OMN, but also cultivates a large number of citizen journalists. And unlike other countries, Koreans like to use the Internet for communication and communication, rather than simply using it to search and understand information. The citizen Reporter is such netizen organization, their cultural identity, the viewpoint is similar, all dissatisfaction the government fortified the information release system, exchanges the view through the network, organizes some actions and so on. Therefore, some people in South Korea's Internet organization called the "Korean community culture and the new combination of the party organization." In fact, just look at the 2002 World Cup by the Korean Civil Press organization launched by the massive "Red Devils cheerleading", the energy can be seen.

OMN mode and website management

From the point of view of the management of the website, the development model adopted by OMN really has a lot to learn from. First, it reminds us that the network media should not be a copy of the paper medium. In the "Content for the King" era, to attract readers, and then attract advertisers, survive and survive well, improve the quality of content is undoubtedly the first. If the content is the same, readers will not spend or spend time reading the electronic version of the paper from the Internet. In other words, whether it is a paper medium or a network media, the requirements of the news are the same. Omn from the very beginning, has positioned itself as the news "producer" The role, this decided that it does not take the paper media dependency the development path, but will exercise own as the independent media all rights and the duty. At present, most of our news websites are based on news units. This kind of website because belongs to the paper media, therefore can operate in the condition of manpower low, low-cost. But relatively speaking, its development space also will be limited, cannot compare with those traditional media. In fact, from the omn of the development process, news sites must take the road of independent management, to cultivate their own editors and journalists, have the agenda to set up and release the "exclusive News" ability. Only in this way, news websites can gain a place in the fierce media competition, and gradually form their own style.

Secondly, with the increasing number of netizens in China, the public news strategy advocated by OMN is fully applicable to domestic news websites. In essence, the public news strategy has broken the monopoly power of the media control, so that every people can access the Internet to share this right of discourse. and citizen news strategies can also help reduce the cost of operating the site, find good news clues and nurture potential markets. In fact, in recent years many domestic news events clues are first from the web chat or personal blog found. Traditional media also increasingly like to use the news materials provided by netizens, such as the Indian Ocean tsunami photos. This shows that the website has the capacity to identify, produce and disseminate information independently, and that the potential is greater than in other media. If the domestic web site can be based on the real name, pay attention to training and training of their own citizens journalists, set up a strict process of press and preparation, take paid and unpaid writing combined way, then can pull up a huge news production team. At the same time, the site will also refine and strengthen the focus of news reporting, such as emergency reports and other people's livelihood news may become a site to enhance the click Rate, gain market share of the important means.

Finally, from the Korean media ecology to analyze, omn is indeed not replicable. This is not only because the South Korean internet, but also because its netizens have a strong sense of participation. They use the network for information communication and exchange of views, and omn also make good use of their dissatisfaction with the traditional media, as well as anti-American, anti-conservative, anti-authority topics such as rapid growth into the mainstream media. Such a distinctive geopolitical and national history of the development model, can not be reproduced in other countries. In this sense, Omn's success is indeed a special case. But in terms of media management, the OMN model can be used for reference. Whether it's a paper medium or a network, it's time to sit down and think about the reader. After all, in a network expansion, information expansion of the era, if the media do not break their superior "hegemony" image, do not learn to listen to readers, adapt to their way of life, then its development will be affected, or even struggling. In such a horse-racing era, who and the reader go closer, no doubt who will have the first advantage.

Zhejiang Education and Newspaper Company