跨媒介叙事:我国报业改革中的内容再造创新路径

Cross-media Narration:Innovation Path of Content Reengineering in the Reform of Newspaper industry in China

我国报业改革中的内容再造重点是跨媒介叙事,结合当前报业运营概况及特征,推导出报业内容生产再造新路径。以2021年中国报业改革中的“网络内容建设类”发展创新案例为例,归纳得出报业内容再造的路径包括:由碎片化内容到内容议程设置的叙事框架,由线性叙事到多重数字叙事的多维模式,由高语境到高低语境交融传播的多元叙事策略,由单一平台到跨平台内容配置的跨平台叙事。由此,我国报业内容再造模式创新发展建议可包括要素、建构和关系的创新,这三者彼此交融共通,最终形成报业内容深度融合发展创新路径。

China’s newspaper industry is in a critical period of deep integra-tion and development,and the key lies in content reengineering.Combined with the current general situation and characteristics of newspaper operation,this pa-per obtains the path of content production reengineering of newspaper indus-try.Taking the innovative case of the deep integration and development of China’s newspaper industry in 2021 as an example,it is concluded that the path of news-paper content reengineering includes:from fragmented content to content agenda setting,from general narration to multiple digital narration,from high context to high and low context,and from single platform to cross platform content configu-ration.Therefore,the innovative development suggestions of the content reengi-neering model of China’s newspaper industry can include the innovation of ele-ments,construction and relations,which blend with each other,promote each other and grow each other,and finally form an innovative path for the deep inte-grated development of the newspaper industry.