The socialization of new media by traditional media in China: a case study of the Hangzhou Daily

The subject of this article's is the process of socialization of new media by traditional media in China. The object of the study is the regional newspaper "Hangzhou Zhizao." The authors analyze in detail the innovative practices of "Hangzhou Zhizao" in terms of institutional mechanisms, content production, technology application, and public service provision. The research shows that "Hangzhou Zhizao" has transitioned from traditional media to new mainstream media through various methods, including the reform of "separation of enterprises and institutions, separation of management and activities," innovations in creating sections, development of new media products, application of augmented reality (AR) technology, and participation in the "Urban Brain" project. In conclusion, it is noted that despite significant achievements, the construction of new mainstream media still faces many challenges, and traditional media must continue to innovate and adapt to maintain their important position and influence in the era of new media. In their research, the authors rely on scientific observation methods, statistical data analysis, and critical media text analysis. The authors conducted their study critically using the works of M. McLuhan, J. Habermas, E. Katz, and P. Lazarsfeld, as well as referring to the publications of A.N. Teplashina, N.V. Landina, and E.N. Morozova. The novelty of the research lies in the fact that for the first time in Russian-language scientific literature, the activities of a Chinese regional newspaper are analyzed in the context of socialization using new media. The authors have reached the following conclusions: through the institutional reform, "Hangzhou Zhizao" has enhanced its ability to adapt to the market; the newspaper has also succeeded in increasing content attractiveness through innovative media product developments (AR and "Urban Brain"). At the same time, new challenges require the newspaper to cultivate a new generation of versatile media specialists, strengthen integration with new technologies, explore more diversified business models, and enhance content production capabilities. Only through continuous innovation can traditional media better adapt to the new communication environment and the needs of the audience, in order to maintain their influence in the era of new media.