县级电视台传播生态位面临的挑战及其应对

The Challenges and Solutions of Communication Ecological Niche in County TV Station

在媒介融合的背景下,县级电视台的外部环境与内在结构都发生了很大的变化。乡村网络的扩张,域外媒体的涌入,使得县级电视台面临着功能减退、"营养"不足、需求下降的局面。面对这些挑战,县级电视台不能简单模仿、被动追随城市电视台的做法,政府一味地单向投入也不利于乡村传播生态系统的长期稳定与健康发展。借助媒介生态理论,通过传播生态位的融合、分离、交叉,实现县级电视台的整合与优化,不但有利于完善城乡一体化背景下的对农传播体系,而且可以弥补央视、卫视中乡土信息不足的缺陷,拓展城市居民的文化认知空间,形成新的传播生态位。

Under the background of media convergence,the external environment and internal structure of county TV station have changed greatly. With the expansion of rural Internet and the invasion of extraterritorial media,the county TV station plays a less important role than before owing to the lack of resources and demand. faced with such challenges,county TV statiionns cannot easily immitate or passively follow the practices of city TV stations. Blind support,subsidies and protection are not conducive to the long-term stability and healthy development of the rural communication ecosystem. With the help of media ecology theory,the integration and optimization of county TV station can be realized by integrating,separating and crossing the communication ecological niche. Not only does it perfect the system of rural communication under the urban-rural integration,but also makes up for the deficiency of rural information in CCTV and satellite TV. At the same time,it will expand the cultural cognition space of urban residents and form a new communication ecological niche.