内容渠道皆为王——论传统媒体在新媒体环境下的发展战略

On the Equal Importance of Content-provider and Media Technique:Strategy of Developing Traditional Mass Media in the Context of New Media Age

席卷全球的金融危机,加上网络等新媒体的冲击,传统媒体尤其是报业,陷入了生存危机之中。面对日新月异的传媒生态"乱象",究竟是传播内容重要,还是传播方式和手段更关键?"内容为王"还是"渠道为王"?这已成为传统媒体为之困惑的一个问题。事实上,无论"内容"还是"渠道",都是传媒业赖以生存、实现经济及社会功能的基本要素,缺一不可。本文从中国新闻界的现状介绍出发,结合当前新旧媒体融合的趋势及相关做法,对"内容"、"渠道"的重要性以及两者如何结合进行探讨,以期对正处于产业变革中的中国传媒业有所启示。

As a consequence of global economic crisis and the competition of new media especially the Internet,the traditional media especially newspaper is caught in the crisis for survival.Facing the overgrown media ecological scene,which should be more valued:as a content-provider or as a sophisticated media technique? In fact,both are indispensible to the mass media for survival and for actualizing economic and social functions.The present paper discussed the dual importance of content and channel and how they can be integrated in consideration of the status quo of the Chinese journalism and the trend of integrating the traditional and novel media,hoping to throw light on China’s traditional media reform.