传统报业与新媒体融合发展的研究现状、特点与建议

The Research Status,Characteristics and Suggestions of the Integration of Traditional Newspaper and New Media

近10年来传统报业一直在尝试和探索与新媒体的融合发展,但成效甚微。目前这方面的研究多见于融合的目的、战略、方式、路径等问题的探讨,对融合发展的趋势、成效、模式、困境与未来等问题颇多争议。这些研究的不足是:对融合缺乏整体性的把握与审视、缺乏问题研究的中国视角、对与商业性媒体融合的研究不够、缺乏融合的理论支撑与路径指引等。后续研究应充分考虑到传统报业发展的路径依赖和历史惯性,致力于探究融合的内容机理,把脉融合的整体性方向,探索培育传统报业新的盈利增长点,尝试构建中国特色的融合策略与路径,并重点解决报纸与网站、报业与商业新媒体的融合问题。

In the past 10 years,the traditional newspaper industry has been attempted to promote the integration with the new media,but ended with little success.The future study should give full consideration to the path dependence and historical inertia of traditional newspaper industry,committing to exploring the integration of the content mechanism.It should also try to control the overall direction of the integration,explore new profit growth point of traditional newspaper industry,attempt to construct strategy and path with Chinese characteristics,and focus on the integration problems between the newspapers and websites,and the newspapers and commerce.