论主流媒体融合实践的两大中介策略  

Two Intermediary Strategies of Mainstream Media Integration Practice

作　　者：杨保军[1] 樊攀 YANG Baojun;FAN Pan

机构地区：[1]中国人民大学新闻与社会发展研究中心 [2]中国人民大学新闻学院

出　　处：《西南交通大学学报(社会科学版)》2025年第1期1-14,共14页Journal of Southwest Jiaotong University(Social Sciences)

基　　金：教育部高等学校人文社会科学重点研究基地“中国人民大学新闻与社会发展研究中心”重大项目“当代中国新闻学自主知识体系构建研究”(批准号22JJD860018)。

摘　　要：媒体平台化(自我中介策略)与平台媒体化(他者中介策略)是我国主流媒体融合实践的两大中介策略。主流媒体在面对数字技术冲击导致的注意力资源流失、影响力下降等情况时,选择将中介策略作为化解困境的重要手段。主流媒体在实施中介策略时形成了一套生产流程与价值规范。中介策略运转的背后,存在着由政治逻辑、平台逻辑和媒体逻辑相互作用和影响的复杂机制,它们共同形塑着当下主流媒体融合实践的面貌。本文进一步提出,从两大中介策略出发,理顺三大逻辑关系、探索主流媒体“再媒介化”路径,反思传播技术的中介化问题等,应成为寻求主流媒体未来发展的基本方向。Media platformization(self-intermediation strategy)and platform mediatization(other-intermediation strategy)are regarded as the two major intermediary strategies in the mainstream media integration practice.Facing the loss of attention resources and the decline of influence caused by digital technology,the mainstream media choose intermediary strategy as an important means to resolve the dilemma.Mainstream media have formed a set of production processes and value norms when implementing intermediary strategies.Behind the operation of intermediary strategy,there is a complex mechanism of interaction,where political logic,platform logic and media logic shape the current mainstream media integration practice.This paper further proposes that straightening out the three logical relations,exploring the“remediatization”path of the mainstream media,and reflecting on the intermediary problems of communication technology should be the basic direction of seeking the future development of the mainstream media.

关 键 词：媒体平台化 平台媒体化 融合实践 中介 

分 类 号：G63[文化科学—教育学]