迈向纵深:媒体融合的评价指标构建与成效考察

Towards Further Convergence:The Construction and Application of Media Convergence Index

2014年以来,在中央的引领和推进之下,媒体融合的实践探索、理论构建和管理创新同步进行,不断取得令人瞩目的成绩。为有效评估媒体融合建设的成效,本文从理论构建、建设目标和实践探索三个维度出发,建构了一套包含两级指标的“媒体融合建设成效指标体系”,并对标指标体系考察了来自全国各地各级共65家媒体的融合建设成效。现有的媒体融合建设在内容建设、技术应用、经营业务和体制机制四大方面发展极不均衡,其中技术应用和经营业务明显落后。本文提出,推进融合迈向纵深首先要突破技术生态建设的最大短板,再系统性解决四大支撑发展的不均衡。该媒体融合建设成效指标体系可在深入推进融合阶段成为媒体融合建设方向和成效考察的科学依据。

Since 2014,under the guidance and promotion of the central government,the practical exploration,theoretical construction and management innovation of media convergence have been carried out simultaneously,and remarkable achievements have been made.In order to effectively evaluate the effectiveness of media convergence construction,starting from the three dimensions of theoretical construction,construction objectives and practical exploration,this paper constructs a set of“Media Convergence Index”with two-level indicators,and then encodes and analyzes 65 self-reported reports of media presidents and editors in chief published on the official website of China Journalists Association.By evaluating the convergence practice of 65media,it could be found that the construction progress in the four aspects of content construction,technology application,business operation and system mechanism present severely unbalance,in which the technology application and business operation are obviously left behind.This research promotes that a prevailing construction of technological media eco-system as well as a balanced effort for the four aspects.The Index could also be used as a scientific reference of evaluation in the future media convergence practice.