成本避免与版权经营:新媒体叙事的盈利路径  

Cost Avoidance and Copyright Operation:Profitmaking Path of New Media Narrative

作　　者：张立伟[1] Zhang Liwei

机构地区：[1]四川省社会科学院新闻传播研究所,四川成都610072

出　　处：《传媒观察》2022年第11期43-50,共8页Media Observer

基　　金：国家社科基金后期资助项目“传统媒体升级化转型路径研究”(20FXWB022)的阶段性成果。

摘　　要：《纽约时报》的“雪崩”报道,把新媒体带上一条不计投入产出、让利润雪崩之路。新媒体的根本属性是互动,互动产生四种用户参与类型,开辟六条叙事盈利途径:网络流量盈利、经营版权盈利、旧闻翻新盈利、合办项目盈利、策划广告盈利、引网民回母媒体盈利。传统媒体办新媒体,国内,三十而立;全球,四十不惑。盈利变现仍是老大难,该认真谋划新媒体的盈利了。The "snow fall" report of the New York Times puts new media on a path of profit avalanche without emphasis on the input and output efficiency. The fundamental attribute of new media is interaction,which produces four types of user participation and opens up six profitmaking models including Internet traffic,copyright operation,past news renew,joint projects,ad planning,and attracting Internet users back to the parent media. In terms of new media run by traditional media,China has a lot to learn from the rest of the world. Profit realization is key to making breakthrough. It is time to take a serious look.

关 键 词：新媒体叙事 盈利途径 用户参与类型 管辖权 

分 类 号：G206[文化科学—传播学]