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媒体融合是传统媒体当下最现实的课题,无论是转型实践,还是产业探索,都需要把媒体融合当成推进的基础。但从近两年的实际效果看,传统媒体的媒体融合虽然声势很大,但难以改变“雷声大雨点小”的尴尬,很多时候无法走出自我陶醉的怪圈。反倒是一些互联网企业在融合传播上不时有令人眼前一亮的案例,尤其是自我供血的商业模式的构建更具启发意义。在这种鲜明的对照中,传统媒体应该反思媒体融合的运营理念和操作路径,尽量避免大众传播习惯的思维方式,真正融入互联网重新构建的传播生态。
Media convergence is the most realistic issue for the current traditional media. Whether it is a transitional practice or an industrial exploration, media convergence needs to be regarded as the basis for advancing. However, from the actual results in the past two years, although the media convergence of traditional media is very powerful, it is hard to change the embarrassment of “thunderstorms,” and most of the time it is impossible to get out of the narcissistic circle. On the contrary, some Internet companies converge in the spread of flash cases from time to time, especially the self-blood supply business model building even more enlightening significance. In this stark contrast, traditional media should reflect on the operation concept and operation path of media convergence, try their best to avoid the way of thinking of mass media usage and truly integrate into the propagation ecology reconstructed on the Internet.