媒体融合与广告公共服务型转向研究
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摘要
媒体融合是互联网环境下的媒体发展理念,是特定阶段的特定表述。应从导向性、数字逻辑、动态性、优化性四个方面理解媒体融合的含义。互联网重构了人类社会的信息生产、分发和消费的方式,传统媒体的用户流失、广告价值下降已成定势。与此同时,中国媒体融合的主要驱动力量来源于政府,其目标是巩固宣传阵地、壮大主流舆论,这种导向性使得传统媒体无论融合成何种形态,政治效益仍应优先于经济效益。在这一认识的基础上,传统媒体应从战略上重新定位广告经营,弱化其商业性,向公共服务型广告转向。
Media integration is a media development idea in the Internet environment and also a special expression at a specific stage. The meaning of media integration should be understood from four aspects: orientation, digital logic, dynamics, and optimization. The Internet has reconstructed the way in which human society produces, distributes and consumes information. The loss of users and the decline in the advertising value have been an unavoidable trend for the traditional media. At the same time, the main driving force for the integration of Chinese media comes from the government. Its goal is to consolidate publicity capacity and strengthen mainstream public opinion. This kind of orientation determines that the traditional media will still put political consideration in the first place rather than economic benefits. On the basis of this understanding, traditional media should strategically re-position their advertising operations, weaken its commerciality, and shift toward public service advertising.
Media integration is a media development idea in the Internet environment and also a special expression at a specific stage. The meaning of media integration should be understood from four aspects: orientation, digital logic, dynamics, and optimization. The Internet has reconstructed the way in which human society produces, distributes and consumes information. The loss of users and the decline in the advertising value have been an unavoidable trend for the traditional media. At the same time, the main driving force for the integration of Chinese media comes from the government. Its goal is to consolidate publicity capacity and strengthen mainstream public opinion. This kind of orientation determines that the traditional media will still put political consideration in the first place rather than economic benefits. On the basis of this understanding, traditional media should strategically re-position their advertising operations, weaken its commerciality, and shift toward public service advertising.
引文
陈刚,2012,《创意传播管理:数字时代的营销革命》,北京:机械工业出版社。
陈刚,2016,《数字逻辑与媒体融合》,《新闻大学》,第2期。
万小广、程征,2016,《人民日报媒体融合发展战略与启示》,《中国记者》,第10期。
吴冰、张炜、钱一彬,2017,《人民日报推进深度融合发展纪实:这样聚起6.35亿粉丝》,人民网,8月19日,http://media.people.com.cn/n1/2017/0819/c14677-29480720.html。
陈昌凤、杨依军,2015,《意识形态安全与党管媒体原则——中国媒体融合政策之形成与体系建构》,《现代传播(中国传媒大学学报)》,第11期。
陈国权,2018,《媒体融合4周年:融合现状及现存问题解决》,搜狐网,8月22日,http://www.sohu.com/a/249489498_654813。
陈刚,2016,《数字逻辑与媒体融合》,《新闻大学》,第2期。
万小广、程征,2016,《人民日报媒体融合发展战略与启示》,《中国记者》,第10期。
吴冰、张炜、钱一彬,2017,《人民日报推进深度融合发展纪实:这样聚起6.35亿粉丝》,人民网,8月19日,http://media.people.com.cn/n1/2017/0819/c14677-29480720.html。
陈昌凤、杨依军,2015,《意识形态安全与党管媒体原则——中国媒体融合政策之形成与体系建构》,《现代传播(中国传媒大学学报)》,第11期。
陈国权,2018,《媒体融合4周年:融合现状及现存问题解决》,搜狐网,8月22日,http://www.sohu.com/a/249489498_654813。