媒体融合与广告公共服务型转向研究

Research on Media Integration and the Public Service Orientation of Advertising

媒体融合是互联网环境下的媒体发展理念,是特定阶段的特定表述。应从导向性、数字逻辑、动态性、优化性四个方面理解媒体融合的含义。互联网重构了人类社会的信息生产、分发和消费的方式,传统媒体的用户流失、广告价值下降已成定势。与此同时,中国媒体融合的主要驱动力量来源于政府,其目标是巩固宣传阵地、壮大主流舆论,这种导向性使得传统媒体无论融合成何种形态,政治效益仍应优先于经济效益。在这一认识的基础上,传统媒体应从战略上重新定位广告经营,弱化其商业性,向公共服务型广告转向。

Media integration is a media development idea in the Internet environment and also a special expression at a specific stage.The meaning of media integration should be understood from four aspects:orientation,digital logic,dynamics,and optimization.The Internet has reconstructed the way in which human society produces,distributes and consumes information.The loss of users and the decline in the advertising value have been an unavoidable trend for the traditional inedia.At the same time,the main driving force for the integration of Chinese media comes from the government.Its goal is to consolidate publicity capacity and strengthen mainstream public opinion.This kind of orientation determines that the traditional media will still put political consideration in the first place rather than economic benefits.On the basis of this understanding,traditional media should strategically re-position their advertising operations,weaken its conunerciality and shift toward public service advertising.