媒介融合背景下新闻通讯社的跨媒体发展之路——以新华通讯社为例

媒介融合背景下新闻通讯社的跨媒体发展之路——以

新华通讯社为例

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摘要

伴随数字技术的广泛运用和网络传播的飞速发展,新闻媒体的更新与重组

已成为当今热门话题。虽然新媒介并没能取代传统媒体,但如今的传播生态已

发生了巨大变化。在传播技术与媒介产业的发展中,传媒业正在经历一场前所

未有的变化,那就是媒介融合。不同媒体通过资源重整、优势互补,生产出融合型信息产品,实现了单一媒体无法企及的传播效果。尽管关于媒介融合的解

释版本很多,但可以肯定的是媒介融合不仅是各种媒介操作平台的融合,而且

是盈利合作模式的融合,是未来媒介发展的必然趋势。本文通过应用型研究, 从媒介融合的相关概念入手,通过理论阐述、个案研究和比较研究,对媒介融合背景下新闻通讯社的跨媒体发展的现实景况与未来发展方向进行研究。

首先阐述了新闻通讯社与媒介融合相辅相生的辨证关系,新闻通讯社推行

媒介融合实践既必要又具有可行性。其次,本文选取具有典型媒介融合意义的

新华通讯社为例,进一步深入分析新闻通讯社的媒介融合实践的规划和进程,

最后,本文还分析了新闻通讯社在媒介融合过程中面临的困境和应对之策。

新华通讯社在上世纪九十年代开始尝试媒介融合之后,虽然发展迅速,但

仍然喜忧参半。喜的是新华通讯社内部各部门优势互补、资源整合、多样盈利

等,已经成为通讯社媒介融合的明显优势。但同样也面临着困境,本文着重揭示新华通讯社在体制、技术、人才等方面存在的困难。并以此为根据,指出了

新华通讯社媒介融合的未来发展方向:以媒介融合为方向果断作出决策,以媒

介融合实现资源优化配置,以整个通讯社的媒介融合实现体制下的资源优化配

置、通过媒介融合培养融合型传播人才等。

在媒介融合的道路上,尽管先行者还有着种种忧思和无奈,但战斗的号角

已经吹响,新华通讯社这艘航船已经扬帆起航,正在全力开进充满希望的未来!

关键词:媒介融合;新闻通讯社;跨媒体发展

带格式的: 字体: TimesNew Roman

1Abstract

With the popularization of digital technology and the high-speed development

of internet, the update and reformation of news media have become a hot topic at

present. Although the traditional media is not replaced by the new kind of media,the environment where communication happens has changed greatly. With the

progress of communication technology and the media industry, an unprecedented

change, called as“Media Convergence”, is in full swing in the media industryDifferent medias, by integrating media resource and absorbing advantages mutually,

jointly produced comprehensive information products, achieving good communication effect which can not be realized by single form of media. There are

many explanations about media convergence, however one thing is certain that media

convergence does not only involves the convergence of media channels but also the

profit cooperation modes. Media convergence should be the trend of media

development. By way of apllied research, theory expatiation, cases research and

comparative research, paper mainly focuses on the current situation

and future of

news agency’s cross-media developmentFirstly, the necessity and feasibility of media convergence for news agency are

reasoned. Secondly, the paper,taking the Xinhua news agengcy, a typical case of

media convergence, for example, gives a further analysis on the plan and process of

the practice of media convergenceLastly, the paper also analyzes the difficulties

and solutions which the news agency faces in the development of media convergence

Since 1990s, Xinhua news agency achieved fruit but also confronts challenges,although the development was fast. The news agency promotes the

realization of resource integration and diversification of payoff modes ,so that these

achievement has become the evident advantage of the news agency.However,the

news agency still confronts challenges. The paper analyzes the difficulties of Xinhua

news agency on system, technology and talent. On the basis of aboved analysis, the