论数字化对传播游戏规则的改变

The Changes in Media Practice Caused by Digitalization

探讨了数字化技术给传媒生产流程、运作模式、市场规则、竞争战略和盈利模式等"传播游戏规则"所带来的变革与影响,认为数字化背景下传播游戏规则的变革主要表现在媒体内部结构与生产流程的重组与再造、媒体运行与运作中的联动与融合、传媒市场格局与竞争方略的变化与变革以及媒体赢利模式的多元和多维等方面,并对这些变革进行了分析与总体呈现。

This paper explores the changes in such media practice as production process, mode of operation, market rules, competition strategy and profit-taking patterns caused by digitalization. In the paper, the author argues that digitalization has brought about to media practice the reorganization of the internal structure and production processes of the media, the coordination and integration of media operation and news report, the changes and transformation of media market structure and competition strategy, the diversification of profit patterns and so on. The paper makes a thorough demonstration and an in-depth analysis of these changes.