学术期刊与新媒体融合的关键与进路

The Crux and Approaches of Integration of Academic Journal and New Media

相对于传统媒体,新媒体具有三个最核心的基本特征:一是传播媒介由传统媒体转移到了互联网和手机媒体;二是内容导向、平台导向、算法导向三种模式,组成了新媒体的组织架构;三是新媒体是一个相对的、动态的概念。学术期刊与新媒体融合的关键在于:从数字化、集约化到分众化、个性化的挑战,从"内容+渠道"到"内容+平台"的挑战,从单一人才到复合型人才的挑战,从体制改革到传媒制度现代化的挑战。学术期刊与新媒体融合的进路有多种选择,媒体融合的公益性模式:建设国家级的数字化学术传播平台;媒体融合的市场化模式:"平台型媒体";媒体融合的专业化模式:由学术集刊到学术新媒体;媒体融合的集群化模式:从学术期刊到学术新媒体;媒体融合的期刊评价模式:从定量评价到全面评价。媒体融合是一场革命,必须思考未来,布局当下。

Compared with traditional media,new media has three basic characters.First of all,communication media transfers from traditional media to Internet and mobile phone media.Secondly,organizational structure of new media is composed of three modes as content oriented,platform oriented and arithmetic oriented.Finally,new media is a relative and dynamic concept.There are many challenges in the integration process of academic journal and new media,such as changes from digitization,intensification to demassification,individuation,and transformation from content plus channels to content plus platform,reform from professional talents to comprehensive talent,revolution from structural reform to media institution modernization.There are variety choices for approaches of integration of academic journal and new media,such as public good media convergence mode which means build national digitization academic communication platform,marketization media convergence mode which creates platform media,professionalization media convergence mode which means the change from academic journal to academic media,clustering media convergence mode which means the change from academic journal to academic media and change of journal evaluation mode of media integration from quantitative evaluation system to comprehensive evaluation.Media integration is a revolution.We need to face it and considering the future.