媒介功能的融合:一个新的视角
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摘要
媒介融合如今已经上升到了国家战略的层面,理论界和实践界都在积极探讨媒介融合的中国之路。在全球化的背景下,一方面,媒介融合是媒介变革的必由之路;另一方面,媒介本身的特殊性又使得各国的媒介融合必然要结合本国的社会发展特点。本文力图通过分析媒介功能的融合来破解媒介融合之谜。媒介发展至今,媒介功能有了一些显著的变化,媒介功能的融合很可能是媒介融合的一个意想不到的结果。过去对媒介融合的研究往往更多的是关注媒介资源的融合,这种研究让我们的注意力比较多地放在了媒介融合的传播端,而在一定程度上忽略了对客户端的研究。实际上新媒体本身的媒介融合比传统媒体的媒介融合表现得更加活跃,因为无论是技术还是商业,其都指向了媒介受众。也就是说,媒介受众对媒介融合的影响至关重要。
Now, media integration has had a link to national strategy. Both the academics and industry insiders are actively exploring the path of media integration in China. In the context of globalization, on the one hand, media integration is the only way for media change; on the other hand, the particularity of the media itself determines that media integration must take into consideration the characteristics of the country's social development. This paper attempts to address the mystery of media fusion by analyzing the fusion of media functions. Since the media appeared, there have been some significant changes in media functions. The integration of media functions is likely to be an unexpected result of media integration. In the past, the research on media fusion often focused more on the integration of media resources. This kind of research has diverted more of our attention to the communication end of media fusion, and to some extent ignored the client end. In fact, the media integration of the new media is more active than that of the traditional media, whether it is for technological or business reasons, the final determinant points to the audiences. In other words, the influence of the audiences on media fusion is crucial.
Now, media integration has had a link to national strategy. Both the academics and industry insiders are actively exploring the path of media integration in China. In the context of globalization, on the one hand, media integration is the only way for media change; on the other hand, the particularity of the media itself determines that media integration must take into consideration the characteristics of the country's social development. This paper attempts to address the mystery of media fusion by analyzing the fusion of media functions. Since the media appeared, there have been some significant changes in media functions. The integration of media functions is likely to be an unexpected result of media integration. In the past, the research on media fusion often focused more on the integration of media resources. This kind of research has diverted more of our attention to the communication end of media fusion, and to some extent ignored the client end. In fact, the media integration of the new media is more active than that of the traditional media, whether it is for technological or business reasons, the final determinant points to the audiences. In other words, the influence of the audiences on media fusion is crucial.
引文
Elizabeth J.Jewell,etal.,2001,The New Oxford American Dictionary,Oxford University Press.
喻国明、戴元初,2007,《数字时代的媒介融合——美国电视的竞争策略管见》,《电视研究》,第3期,第71~73页。
高钢、陈绚,2006,《关于媒体融合的几点思索》,《国际新闻界》,第9期,第51~56页。
彭兰,2006,《媒介融合时代的“合”与“分”》,《新闻与写作》,第9期,第22页。
喻国明、戴元初,2007,《数字时代的媒介融合——美国电视的竞争策略管见》,《电视研究》,第3期,第71~73页。
高钢、陈绚,2006,《关于媒体融合的几点思索》,《国际新闻界》,第9期,第51~56页。
彭兰,2006,《媒介融合时代的“合”与“分”》,《新闻与写作》,第9期,第22页。