属性与价值回归:融媒时代电视的媒介化生存

The Return of Attribute and Value: the Mediatization Survival of Televisions in the Era of Integrating Media

当今时代,媒介既有的边界不断消失,各种新的媒介形式不断"侵入",以电视为代表的传统媒体危机频现。就电视而言,宣传属性是其核心属性,也是其传播价值建构的起点。如果罔顾自身特点,盲目跟风新媒体,将会导致自身个性丧失,从而失去自身应有的生存空间。具体而言,目前电视传播存在缺乏受众意识、传播指向不明晰,内容失控、公器私用,认识保守与形象刻板等问题。为此,在坚持自身传播特点的基础上,应强化受众意识,明晰传播导向;强化电视的媒介属性,内容与渠道分离;强化价值引领,增强吸引力;移动化与社交化并举,适应媒介融合;强化内容生产,打造智能媒体。

In the current era,the inherent boundaries of the media are constantly disappearing,and various new forms of media are constantly " invading",and the traditional media crisis represented by television is very striking. For television,propaganda attribute is its core one,which is the starting point for the construction of its dissemination value. Blindly following the new media will deprive television of its core property and result in its loss of living space. Therefore,on the basis of adhering to the characteristics of self-distribution,television media should strengthen the audience awareness and clarify the communication orientation,emphasize its media attribute by a separation of contents from channels,and implement mobilization and socialization to adapt to media integration and finally create intelligent media by focusing on content production.