新型主流媒体:不做平台型媒体做什么?——关于媒体融合实践中一个顶级问题的探讨  

New Mainstream Media:What’s the Alternative to Platform Media?——Discussion on a Top Issue in the Practice of Media Convergence

作　　者：喻国明 YU Guo-ming(School of Journalism and Communication,Beijing Normal University,Beijing 100875,China)

机构地区：[1]北京师范大学新闻传播学院,北京100875

出　　处：《编辑之友》2021年第5期5-11,共7页Editorial Friend

基　　金：2020年度教育部人文社会科学重点研究基地重大项目“中国主流媒体传播力绩效评估研究”(20JJD860001)。

摘　　要：媒体融合是传媒发展历史上的一个巨大创新,传播生态的全新构造形成了平台与价值传播之间的分工与合作。网络平台是一个以技术为骨骼、以商业为灵魂的开放、多元、普适的基础服务平台,而主流媒体作为一种价值媒体的本质无论在过去、现在还是未来始终没有变。因此,以成为互联网平台为转型目标,既在其内在品性上极不合适,也在实践操作上无法实现。文章认为,新型主流媒体的价值呈现和功能实现的范式需要脱胎换骨式的转型:首先,其价值担当由直接为社会生产内容的To C模式转为To B模式,即从一线的内容生产者的位置上退后一步,转型为为内容生产提供支持与价值服务、指导的二线角色占位的新型社会整合者;其次,牢牢做实新型主流媒体影响力发挥的价值基础——赢得人心红利。其实现路径主要有二:一是通过内容服务实现关系资源的整合,掌握圈层和营造粉丝;二是借鉴小程序模式实现基于场景的价值引领。Media convergence is a great innovation in the history of media development.The new structure of communication ecology forms the division and cooperation between platform and value communication.The network platform is an open,diversified and universal basic service platform with technology as the skeleton and commerce as the soul,and the essence of mainstream media acting as a value media remains consistent at all times.Therefore,to fulfill the goal of transforming into an Internet platform is not only inappropriate in its inherent character,but also impossible to achieve in practice.This paper argues that the paradigm of value presentation and function realization of new mainstream media needs to be transformed:Firstly,its value is transformed from"To C"mode to"To B"mode,that is,a step back from the position of direct content producer to a new social integrator who provides support and value service and guidance for content production;Secondly,the value basis for the influence of the new mainstream media should be firmly established to win the dividends of the public support.There are two main ways to realize it:first,to integrate relational resources through content service,effectively managing communities and fanbase;second,to use the mini program in achieving scenarios-based value guiding.

关 键 词：传播生态 主流媒体 互联网平台 媒体转型 关系资源 场景服务 

分 类 号：G206[文化科学—传播学]