用户、技术、市场与社会治理的四重赋能:全媒体传播体系建设的关键问题与创新路径

Quadruple Empowerment from User,Technology,Market,and Social Governance:The Critical Issues and Innovation Paths of Multimedia Communication Systems

全媒体传播体系是在新的时代和技术条件下我国媒体深度融合发展的产物。本文从用户、技术、市场及社会治理四个层面出发,剖析全媒体传播体系建设中主流媒体面临的关键问题与创新路径。具体地说,在用户层面,进一步将媒体信息与使用场景相勾连,提升媒体的可供性;在技术层面,运用云平台等技术推动纵向传播体系的打通和前后向流程的再造;在市场层面,借鉴商业平台提升自身的运营能力;在社会治理层面,自觉实现身份的转换,深入扎根到社会机体的细胞中。概括起来,通过“传播+”实现全媒体传播体系的目标和潜能。

Omnimedia Communication System is a product of contemporary and technological advancement.This paper seeks to analyze the critical issues and paths of innovation the mainstream media faces,and divide them into four dimensions:user,technology,market,and social governance.More precisely,the system should provide a further connection between media information and scenarios of usage for users and improve the availability of media,use cloud platforms to provide possibilities of vertically integrating the front-end and back-end of the communication process,improve operational capabilities within the market,and transform autonomously between identities and dive into social interactions.In summary,the paths of realizing the goals and capabilities of Omnimedia Communication System lies in the incorporation of“Communication+”.