场域博弈:地市级媒体子公司媒体融合的困境突围

Field Competition:Breaking through the Dilemma of media convergence for Media Subsidiaries in Prefecture-Level Cities

地市级媒体子公司是媒体融合研究的重要一环,但是先前的相关研究却对此关注较少。探究地市级媒体子公司媒体融合实践难题,可以推动我国各级媒体融合进程进一步深化。媒体融合实践背景下位置、资本和惯习是理解地市级媒体子公司媒体场域的关键点,在媒体场域中地市级媒体子公司位置边缘和流动、资本缺乏和兑换、惯习牵制和突破,呈现出内外部竞争与合作的两条主线。地市级媒体子公司内部场域尽管在品牌效应和信息共享方面进行一定合作,但是内部竞争带来包括内部渠道流失、资源竞争、人才匮乏、技术落后和管理僵化等问题;外部场域中地市级媒体子公司与省级县级媒体争夺渠道和广告盈利,同时也面向外部社会力量进行技术和业务合作。整体而言,地市级媒体子公司的媒体融合进展呈现出偏向内部竞争和外部合作的趋势,这两条主线突显了地市级媒体子公司场域博弈不断流动的张力。

Prefecture-level media subsidiaries play a significant role in media convergence research,yet they have received relatively little attention in previous studies.Investigating the practical challenges of media integration within these subsidiaries can drive further progress in media convergence across all levels in our country.Within the context of media convergence practice,understanding the media landscape of prefecture-level media subsidiaries hinges on location,capital,and habitus considerations.In this media field,these subsidiaries occupy a marginal and fluid position,characterized by capital constraints and exchanges,as well as habitus-related constraints and breakthroughs.This dynamic manifests primarily through internal and external competition and cooperation.Internally,while there is some collaboration among prefecture-level media subsidiaries in terms of brand influence and information sharing,internal competition has led to challenges such as channel loss,resource competition,talent shortages,technological backwardness,and managerial rigidity.Externally,these subsidiaries compete with provincial and county-level media for channels and advertising profits while also engaging in technical and business collaborations with external partners.Overall,the progress of media integration among prefecturelevel media subsidiaries tends to favor internal competition and external cooperation.These dual dynamics underscore the ongoing tensions within the field of prefecture-level media subsidiaries.