新闻创业如何创新媒体融合模式?——基于封面传媒的案例研究

How Entrepreneurial Journali sm Updates Media Convergence Patterns?——A Case Stud y of The Cover

过往十年,媒体融合研究的焦点在于传媒业技术、市场的边界如何消弭,但却忽略了融合实践中两者的关系。以深度访谈和文本分析的方法聚焦于封面传媒的新闻创业案例,能够从技术与市场两者关系的角度出发,近距离观察其有别于传统媒体融合形式的在经济和规制等内部核心层面上的结构变化,揭示其在面对地理位置和资源整合劣势的情势下如何通过“技术换市场”的方式成功实现机构内的二次创业。成立封面传媒科技公司是封面传媒新闻创业的代表之作,这既使得技术成为编辑和经营结构之外的新闻室第三极,也让互联网公司的产品流程成为传媒机构运转的核心逻辑。这场新闻创业源于都市报基因中市场敏锐度和互联网精神中技术至上理念的融合,更深层次地揭示了数智时代媒体融合的本质不仅是边界的相融,还有技术与市场的资源置换,也即新型主流媒体用价值引导技术算法的媒体实践。地方媒体可以通过这种拥有完善价值引领作用的新型媒体实践,重塑自身因为融合而边界消弭的市场定位,从而实现换取全国的内容、服务与品牌市场的终极目标。

In the past decade,media convergence research has focused on dissolving technological and market boundaries,often neglecting their interplay.This study,using in-depth interviews and textual analysis,examines Cover Media’s innovative approach to overcoming geographic and resource challenges through a“technology-for-market”strategy,serving as a model for media convergence.The establishment of Cover Technology represents a landmark in Cover Media’s entrepreneurial journey.It has positioned technology as the third pillar of the newsroom,alongside editorial and operational structures,and has integrated the product processes of Internet companies into the core operational logic of media organizations.This entrepreneurial endeavor stems from the dual integration of the market-oriented ethos of newspapers and the technology-oriented spirit of the Internet,deeply revealing that the essence of media convergence in the digital era is not merely the blending of boundaries but also the resource exchange between technology and market.This exchange is exemplified by new mainstream media practices where value-driven technology algorithms guide media operations.Local media can adopt this model to redefine their market position and achieve national prominence in content,services,and branding.