A professional company was commissioned to transcribe the anonymously processed materials. The tape scripts were then analysed in three phases. Firstly, a preliminary coding was accomplished by performing a line-by-line coding of the transcription as well as by defining the segments relevant to the issues under investigation. Secondly, new codes were formed by synthesising the preliminary codes, with focus laid on frequently occurring segments. Lastly, the new codes, between which the association was explored, were rearranged where it was used as basis for the construction of a consistent theoretical exposition.
Moreover, the major criteria of the present press industry in Fujian regarding job performance of new media editors involve the read count of postings and the number of fans. From the perspective of journalists, behaviour that editors repeatedly demand from the frontline journalists includes nothing more than ensuring the timeliness of press release. Their compliance is somehow related to the job performance evaluation of the editors themselves, thereby resulting in the additional decline in the willingness for coordination.
Another explanation for journalists’ disinclination to provide news to the new media centre is the emerging conflict between the traditional and new media departments of the Fujian press industry. The main purpose of media convergence is to reconstruct the news production workflow and manifest the notion of ‘collection once, generation into varieties and dissemination in diversities’. Under the dominant path, the original departments of new media outlets are incorporated into the department of new media centre. From the perspective of newspaper office leadership, the timeliness of newspapers falls short of new media; thus, the latter is likely to further decrease the market of the former by intensifying the decline in newspaper readers. The leadership in Fujian’s press groups has been exploring various methods of press release, such as supplying basic facts to new media whilst providing details, background information and other in-depth content to newspapers, giving new media the priority to non-exclusive material but offering newspapers the priority to exclusive information. Discords occasionally occurred between the managements of newspaper offices and new media centre nonetheless.
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The sense of crisis brought about by intense competition would permeate throughout the ranks of journalists from top to bottom. For the latter, competition with peers are normal in the condition of having multiple newspapers in the same city. However, previous rivalries were fair contests between ‘professional journalists’, whereas present struggles involve unfair competition with ‘vulgar non-professionals’.
To encourage journalist participation, two newspaper offices in Fujian added ‘volume of news feeding to the centre’ in the their evaluation criteria for journalists’ work performance, and many other newspaper offices of the Fujian press industry stimulated the initiatives of journalists for collaboration with ‘remuneration’ (Gaofei) or ‘points’ (Gaofen). Motivated by these measures, a few journalists, particularly the young and junior ones, began to adapt to the working tempo of rapid publication and multiple ‘versions’ of a single story. Others, particularly old and senior journalists, had matter-of-fact reactions to such measures. From the perspective of the new media centre director and editors, the material rewards that failed to meet the expectations of journalists constitute the primary reason for the latter’s reluctance to participate. However, interviews with journalists revealed that their willingness to contribute news reports depends on the anticipated gains and the price that they may have to pay for such participation.
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