主流媒体与数字平台一体化发展的型构图景与突破进路

The Landscape and Breakthrough Approaches of Integrated Development of Mainstream Media and Digital Platforms

主流媒体面临渠道失灵之后的传播方式之变、话语体系之变以及舆论生态之变,传统媒体与新兴媒体的深度融合实践已进入“深水区”。平台可供性为媒体深度融合发展提供了基础设施和动力保障。作为平台可供性的一体两面,媒体平台化与平台媒体化型构了多种媒体融合范式与发展模式,数字平台为资本、资源、文化、技术的交融及建构去边界化的信息传播机制提供了中介架构与技术标准。在媒体融合一体化战略下,应着力推动建设平台型媒体,促进主流媒体与数字平台的双向迭代升级;应对平台型主流媒体进行分类建设,激活体制机制的创新动能;应着力构建媒体与平台红利共享机制,优化主流媒体营收结构,同时增强平台型媒体价值理性的社会责任。主流媒体与数字平台一体化发展的新时代坐标是发展传媒新质生产力,探寻传媒经济的新增长极,促进国家治理体系和治理能力的现代化。

After traditional channels lost their effectiveness,the transformation of mainstream media s communication methods,discourse systems,and the public opinion ecology has presented challenges for mainstream media.Media convergence has entered the“deep water zone”.Platform affordances provide the infrastructure and dynamic support necessary for the deep integration and development of media.Media platformization and platform mediaization are two sides of the same coin in terms of platform affordances.There are various fusion paradigms and development models for media platformization and platform mediaization.Digital platforms provide the basic infrastructure and technical standards for integrating capital,resources,culture,and technology,constructing a borderless information dissemination mechanism.Under the strategy of media convergence and integration,efforts should be made to promote the construction of platform-based media,facilitating mutual iterative upgrading between mainstream media and digital platforms.Platform-based mainstream media should be categorized and developed to activate the innovative dynamics of institutional mechanisms.Emphasis should be placed on building mechanisms for sharing dividends between media and platforms,optimizing the revenue structure of mainstream media,and enhancing the social responsibility of platform-based media based on value rationality.The new coordinates for the integrated development of mainstream media and digital platforms in the new era entail developing new quality productive forces in media,exploring new growth poles in media economics,and promoting the modernization of the national governance system and capabilities.