甘孜藏区传统媒体融合发展路径及策略探析

Research on the Development Path and Strategy of Traditional Media Convergence in Garze Tibetan Region

互联网的快速发展引起了传播生态格局的变化,即便是处于内陆少数民族地区的甘孜藏区也不例外。面对着传播主体多元化和舆论复杂化的甘孜藏区传播生态新格局,传统媒体走上了融合转型的发展道路,以期在融媒体时代增强甘孜藏区的舆论引导力。而现实情况是甘孜藏区传统媒体的融合转型面临着重重困难,目前还处于初级融合转向内容融合的路径中,深度融合未见动作。为此,甘孜藏区传统媒体需通过正确认识互联网思维、加强媒体矩阵化运营和注重传统媒体的品牌延伸等策略推动自身媒体的融合转型发展,为促进本地社会经济的发展和维护民族团结统一做出应有之责。

The rapid development of the Internet has changed the ecological pattern of communication, even in the inland minority areas of Garze Tibetan region. In the face of the diversities of communicators and the complexities of public opinions, the traditional media has embarked on the road of convergence in order to enhance the guidance of public opinion in Garze Tibetan region in the era of media convergence. The reality is that the convergence of traditional media in Garze Tibetan region is facing many difficulties, and is still in the transition from preliminary to content convergence, no deep convergence. To this end, the Garze Tibetan traditional media should have the correct understanding of the Internet, strengthen the matrix operation of media and focus on brand extension strategy of traditional media to promote the integration development to shoulder responsibilities for promoting the development of local social economy and the maintenance of national unity.