媒介拓展抑或跨媒介合作?——对媒体融合路径选择的探讨与追问

Media Expansion or Cross-media Cooperation?——Reconsider the Path Selection for Media Integration

媒体融合至今没有取得零的突破,尤其是媒介拓展的融合方式,这与传统媒体并非真正理解新媒体尤其是信息聚合平台的运作规则有关。作为一个"破坏性"的行业,信息聚合平台的运作解构了传统媒介的盈利模式、占主导的知识型和介入新闻报道的时间节点,在这种平台的框架下延伸,并不能改变传统媒体日渐边缘化的命运。在信息聚合平台迎来内容荒的今天,平台与内容生产商的跨媒介合作正在成为可能,不过这需要在制度上厘清信息聚合平台和传统媒体各自的角色,并规定它们的行为准则。

Media integration has not made any breakthrough yet,especially in terms of the integration way for media expansion.The reason is that the traditional media does not really understand the operating rules of new media,especially the information aggregation platforms.As a"disruptive"industry the operation of the information aggregation platforms deconstructs the traditional media's profit-making model and time of news reporting.The extension under the framework of the platforms does not change the traditional media's fate of marginalization.As information aggregation platforms are facing a content shortage crisis,cross-media cooperation between the platforms and content producers is becoming possible.However,this requires institutionally defining the respective roles of the platforms and the traditional media,and specifying their rules of behaviors.