嵌入“条块”:互联网平台与中国基层主流媒体转型

Embedded in the"Line-Block"Network:Internet Platform and Transformation of China’s Local Official Media

中国基层主流媒体的转型与互联网平台的创新扩散深入地交织在一起。通过引入社会网络理论中的“嵌入性”概念,文章通过对县级媒体融合建设典型案例的持续性跟踪及文本精读,解释发生在互联网平台和基层主流媒体之间业务合作和技术扩散的过程和机制。研究发现互联网平台通过嵌入中国基层主流媒体所处的“条块”状组织网络展开的行动,进而促进了其技术方案、内容样式、实践形态向后者扩散。在此过程中,作为效率目标的技术产业发展和新媒体事业推进的整合,同时也意味着各行动者实践规范、行动价值与组织信念的协调与兼容。创新扩散又与制度化的过程交织在一起,推动构筑了制度化的平台和平台的制度化现象。

The transformation of China’s local official media is deeply intertwined with the innovation diffusion of Internet platforms.By introducing the concept of"embeddedness"in social network theory,this paper elaborates the process and mechanism of business cooperation and technological diffusion between internet platforms and local official media.Based on a longitudinal study and close reading of representative cases of media convergence that occurred at county-level,this research finds that internet platforms facilitate the diffusion of its technical protocols,content patterns,formalized practices into local official media by embedding itself in the vertical leadership-local government organizational network that involves the latter.Throughout this process,the integration of technological industrial development and new media advancement is considered as the goal for achieving efficiency,and its realization also signifies the successful coordination and reconciliation of different parties’norms of practice,values of action,and organizational beliefs.Innovation diffusion is also interwoven with the process of institutionalization,pushing forward the formation of institutionalized platforms and the phenomenon of the institutionalization of platforms.