新媒体环境下本土社区报的转型实践探索

An Analysis of Local Community Newspapers from a Sociological Perspective

与美国社区报产生于社区,社区是其天然屏障不同,我国社区报是脱胎于四级办报的传统报业结构,紧迫于行业与新媒体的恶性竞争,而不得不实行被动的行业转型。根据对东南沿海县市区报和部分大型媒体集团下属街镇社区报的实地调查研究发现,目前,这种报业内部试图突围的分众化策略已经明确,但社区报在转型中对社区报与社区的关系理解和重视不够,多数仍然带着旧有思维和路径办报。少数社区报依托社区以及社区微型经济,取得良好的经济和社会回报。但总体而言,我国社区报目前身份未明,功能多向,前途未卜,社区报的实践转型亟需全局思维、顶层设计和规范,可有大量发展空间释放。

Unlike America,where community newspapers are born in local communities and local communities are their natural cover for defense,in China they are born out of the traditional'four classes'structure of the newspaper industry,facing cut-throat competition,especially with the rise of new media. Therefore,we have not particularly emphasized the relationship between community newspapers and local community,and we still have a habit of relying on their administrative power. Due to their unclear identity,multiple functions,and unknown future,it is time to redesign Chinese local community newspaper so that a great developing space will appear soon.