我国地方传媒集团融合发展路径研究  

Study of the Convergence of Local Media Groups

作　　者：吴志远[1] 罗志刚[2] 

机构地区：[1]华中师范大学新闻传播学院,湖北武汉430079 [2]湖北省社会科学院马克思主义研究所,湖北武汉430077

出　　处：《华中师范大学学报（人文社会科学版）》2015年第6期124-134,共11页Journal of Central China Normal University:Humanities and Social Sciences

基　　金：湖北省委宣传部"2014年度新闻宣传与舆论引导重大调研课题"

摘　　要：近两年,传统主流媒体断崖式下滑的趋势越来越明显。如何在新媒体环境下生存,已经成为地方主流媒体最为紧迫的问题。为此,课题组系统地考察了上海报业、浙江报业、大众报业、湖南广电、南方报业这5家地方重点传媒集团媒体融合的路径,并利用产业经济的视角进行审视和归纳,发现他们转型升级的共同特点是:尊重传媒业作为产业所具有的一般规律,考虑传媒业的特殊政治属性;立足自身的资源和优势,并以此为出发点,形成各自独具特色的模式,如"新项目带动型"、"跨界融合型"、"资源重组先导型"、"强势内容驱动型"、"媒体品牌拓展型"等模式,上述模式对于地方主流媒体融合发展,具有非常重要的参考价值。This study points out that traditional mainstream media still have not yet made their exit although suffering from serious challenges.Some local key media groups,represented by Shanghai United Media Group,Zhejiang Daily Press Group,Dazhong News Group and Golden Eagle Broadcasting System,are searching for ways of media convergence through transformation and upgrading.By analyzing these four media groups,this study finds out that they all form their own developing models on the basis of giving full considerations to the developmental law of media industry and mouthpiece function of Chinese traditional media,making good use of chances coming with new media on the basis of their own resources and advantages.From the perspective of industrial economy,this study proposes that the essence of media convergence is the transformation and upgrading of media industry caused by new technology.This study also thinks about the upgrading path of local mainstream media from the perspective of industrial development.

关 键 词：传媒 主流媒体 新媒体 传媒业 

分 类 号：G219.2[文化科学—新闻学]