数字时代我国主流媒体的适应与转型——基于五家中央主流媒体的案例研究

The Adaptation and Transformation of China’s Mainstream Media in the Digital Age: A Case Study based on Five Central Mainstream Media

伴随着数字通信技术的快速发展及其对社会生活领域的广泛渗透,各类新型媒体迅猛发展,我国已进入数字时代。对此,主流媒体不断作出适应性变革,通过渠道融合、多向互动、优化内容等方式,不断提升了传播力和影响力,但与此同时也呈现出以矩阵繁赘、内容同质、结构单一、头重脚轻等为表象的"适应过度"与"适应不足"问题。建议主流媒体进一步明确自身定位,精简媒体矩阵、构建话语体系、拓展网状传播及定向窄播,在发挥既定优势的基础上更好地实现数字化转型,打造具有时代特征和中国特色的新型媒体。

With the rapid development of digital communication technology and its extensive penetration into social life, new media grow rapidly and China has entered the digital age. In this regard, mainstream media has continuously made adaptive changes. They perform better at spreading and exerting influence owing to channel integration, multidirectional interaction, content optimization, and so on. However, they also face problems of "over-adaptation" and "under-adaptation", including the complex matrix, similar content, single structure and top-heavy phenomenon. This paper suggests mainstream media to further pinpoint their position,streamline the media matrix, construct the discourse system, develop network communication and targeted narrow broadcast, better realize digital transformation based on current advantages, and build new media with the time’s feature and of Chinese characteristics.