Omnimedia is a relatively new concept of media still in development. In China, the discussion of omnimedia started around 2008 or 2009. Although it may refer to different people who may have different ideas, generally speaking, Omnimedia refers to a communication of information based on the integration of different channels of transmission – print, television, radio, Internet, mobile phone – and different means of presentation – text, images, animation, audio, and visual – so that the audience will absorb the information via multi-dimensions.
Xinhua News Agency reported that the Chinese communist party’s politburo held a group study session on January 25 in Beijing. Xi Jinping, the general secretary of the party, stressed that promoting media integration and building the omnimedia has become an urgent issue. “It is necessary to use the fruits of the information revolution to promote in-depth development of media integration and make the mainstream public opinion stronger.” The “mainstream public opinion” usually refers to the public discourse that is in line with the party’s ideology.
Xi said that the party’s newspapers and periodicals should strengthen the innovation of the means of communication and develop various new media such as websites, Weibo and WeChat channels, electronic newspapers, mobile newspapers, and Internet TV. This also should include exploration of interactive, service-oriented, and experience-oriented communication. The party’s voice should directly cover all types of user terminals.
At the same time, Xi demanded that new media adhere to the correct political direction. The mainstream media should provide more true and objective information with clear-cut views and in a timely manner, so as to take control of public opinion. Xi also emphasized safeguarding national political security, cultural security, and ideological security in terms of the contents of omnimedia communication, and guarding against the risks that new technologies, such as big data, may pose.
Source: Xinhua News Agency, January 25, 2019