中國主流媒體融合發展的大思路 —以新華社媒體融合探索為例

Abstract

當前，網路和數字技術裂變式發展，特別是隨著以智慧型手機為主的各種移動終端的迅速普及，傳播技術也隨之在不斷革新進步。由此，各種社會化媒體風起雲湧，大眾傳播格局正發生著有史以來最深刻的變化。 新聞門戶、社交網路、自媒體、公眾記者、個人用戶端等社會化媒體的迅速崛起從根本上衝擊了舊有的以報紙、電視、廣播為代表的傳統媒體。借助於技術優勢和平臺優勢，各種社會化媒體的資訊發現能力、傳播能力以及議程設置能力、社會動員能力已經得到了全面提升，而且在很多方面很大程度上已經對傳統意義上的主流媒體實現了超越和顛覆。所以，主流媒體的轉型迫在眉睫。 本文首先選擇了《人民日報》、《經濟日報》、《光明網》三家傳統主流媒體的轉型探索作為案例，介紹並分析了它們在媒體融合發展中的具體實踐，並在此基礎上，分析了中國主流媒體融合發展的現狀。 其次，本文又以新華社的媒體融合發展為例，通過對新華社媒體融合發展的設計，新華社媒體融合發展的初始探索以及新華社媒體融合發展中取得的成效和存在的問題的分析，進一步提出了新華社媒體融合發展必須要有顛覆式創新的新思路，具體表現在1、顛覆傳媒舊思維 2、顛覆內容生產 3、顛覆經營模式 同時本文也提供了這些思路的實施方案：1、堅持內容為王，實現深度數位化；2、基於用戶需求再造產品，重塑內容增值；3、借力社會平臺，鞏固發展自有平臺；4、小心嘗試新興業務，大膽升級傳統業務。 文本在案例分析的基礎上，提煉了中國主流媒體融合發展的大思路，對當前陷於困境的傳統主流媒體具有重要的指導意義。

The communication technology innovation is in great progress under the background of fission development of internet and digital technology, especially the rapid spread of various mobile terminals. As a result, all kinds of social media are springing up and the situation of public communication is undergoing profound changes ever. The surging of social medias such as news portals, social networks, we-medias, public journalists and individual terminals is undermining traditional medias which are represented by newspaper, television and radio. With the advantages on technology and platform, the capacities of the social medias to discover information, communicate and set agendas have been fully upgraded and have surpassed those of traditional medias. The paper introduces the practice of media convergent development of three traditional mainstream medias i.e. People’s Daily, Economic Daily and GuangMing Online, based on which analyzes the current situation of the convergent development of Chinese mainstream medias. Xinhua News Agency is also selected as an example of media convergent development. Having analyzes the design, primitive probing, achievements and problems in the process of media convergent development of Xinhua, the paper proposes that it is essential to subvert the traditional media thoughts, content production and management mode for the convergent development of Xinhua. The paper provides measures to realize the thoughts: 1. adhere to the principle of “content is king” and realize deep digitalization; 2. reproduce information product based on the demands of subscribers and add new value to the content; 3. consolidate self-owned platforms by the leverage of social platforms; 3. probe new business with caution while update tradition business with courage. The paper distills the principle thinking of convergent development of Chinese mainstream medias based on case analysis, which is instructive to the troubled traditional media.