从“叠加”到“相融”:高校媒体融合路径探析

Development Path of Campus Media:From Overlap to Integration

当前高校新媒体快速发展,高校媒体呈现出传统媒体与新兴媒体叠加运行的传播格局。在媒体融合发展如火如荼的大背景下,高校媒体融合发展进展缓慢,其融合的内生动力、机制构建、融合模式有待进一步优化和创新。文章对高校媒体融合发展的路径进行了探析,提出高校媒体融合的运营理念应从"传者本位"向"受者本位"转变、人才队伍应从"专业型"向"全能型"转变、生产方式应从"封闭式生产"向"中央厨房"转变、组织结构应从"相互平行"向"多元一体"转变,形成高校媒体从"叠加"走向"相融"的发展路径。

Nowadays,campus media has undergone a rapid growth,showing a pattern overlapped by traditional media and emerging media which need to be integrated through internal impetus,mechanism construction and integration pattern to be further improved and innovated. This paper reviewed existing literature and conducted a statistical survey to explore the internal dilemma of resource allocation, content,form and mechanism in campus media integration. It proposed that steps may be taken to shift the operation philosophy from operators to audiences,restructure professional personnel to versatile talents,transition closed-style production to open-style production,and transform the organization from parallel mode to pluralistic-integrative mode to promote the development of campus media from overlap to integration.