传统媒体融合发展效果评估的实证研究  

An Empirical Study on the Evaluation of the Effect of Traditional Media Convergence

作　　者：张华麟[1] 田丽[1] Zhang Hualin;Tian Li(School of New Media,Peking University,Beijing,100871)

机构地区：[1]北京大学新媒体研究院,北京100871

出　　处：《出版科学》2020年第4期62-74,共13页Publishing Journal

基　　金：国家自然科学基金项目“面向国家战略传播的社会化媒体管理研究”(71573005)的研究成果。

摘　　要：融合发展已成为当今传统媒体突围的必由之路。在充分认识到融合发展重要性的前提下,传统媒体已就这一发展路径进行了一定规模的实践与创新。为了评估各级传统媒体融合发展的实际效果,本文构建并应用传统媒体融合发展指数指标体系,基于微信、微博等新媒体平台的一手数据,对298家省级媒体,1810家地市级媒体以及270家县级媒体进行评估,其中包括电视台570家、广播电台139家、广播频率824个、报纸845家。研究结果显示,报纸融合发展状况好于广播与电视台;东部省区在传统媒体融合发展中全面领先,中西部有待发展;优秀媒体垄断微博粉丝与流量,微信公众号或成为中小媒体突围的重要渠道。Media convergence has become the only way for traditional media to break through the development dilemma.On the premise of fully recognizing the importance of media convergence,traditional media has carried out a certain scale of practice and innovation on this development path.In order to evaluate the actual effect of traditional media convergence at all levels,this paper constructs an index system of traditional media convergence.Based on the first-hand data of new media platforms such as WeChat and Weibo,this paper applies the index system to evaluate 298 province-level media,1810 county-level media and 270 prefecture-level media,including 570 TV stations,139 radio stations,824 radio frequencies and 845 newspapers.The results show that the development of newspaper convergence is better than that of radio and television stations;the eastern provinces are fully leading in the development of traditional media convergence,and the central and western regions need to be developed;outstanding media monopolize Weibo fans and online traffic,WeChat official accounts may become an important channel for medium and small-sized media to break through.

关 键 词：融合发展 效果评估 传统媒体 指标体系 融媒体 

分 类 号：G230[文化科学]