培育社会资本:全媒体时代电视媒体提升核心竞争力的必然选择

Cultivation of Social Capital: Necessary Selection for TV Media to Raise Core Competence at All Media Era

在全媒体时代,电视媒体要提升核心竞争力必须注重社会资本投资,社会资本存量有助于提升电视媒体社会公信力和资源获取能力,并规范市场行为。面对各类新媒体的挑战,我国电视媒体的社会资本存量普遍不高,当下必须积极通过制度完善、管理创新、宣传推广和依靠社会组织等途径,不断促进电视媒体社会资本存量的提升。

At all media era, in order to raise core competence, TV media must pay attention to social capital investment, the social capital stock is conducive to promote social accountability and resourcesobtaining capacity of TV media and regulates market behaviors, facing the challenges from all kinds of new media, however, the social capital stock of China’s TV media is overall not high, as a result, China must continuously raise the social capital stock of TV media by actively perfecting the institutions, innovating management, propaganda and popularization, depending on social organization and so on.