全媒体时代党报管理变革研究
摘要
进入21世纪以来,与新中国一同成长起来的各级党报迎来了前所未有的冲击。一方面,上世纪末都市报的崛起,打破了党报一统天下的传统格局；另一方面,网络等新媒体的出现,对包括报纸在内的传统媒体带来了巨大的挑战。因此,党报的变革、尤其是管理层面的变革迫在眉睫。
本文通过理论研究与实证分析相结合的方法,辅之以比较分析法、分析综合法、文献研究法和调查法等,以国内多家党报为案例,借鉴各方面的先进经验,对国内外报业发展过程中的管理变革进行分析研究。同时,辅以作者本人在美国做访问学者期间的切身感受,就全媒体时代美国报业的变革进行了比较研究,以期从中找出可资借鉴的经验和做法。在此基础上,对如何推动党报管理变革提出改进建议。
本文认为,全媒体时代,党报首先应明确自身的优势与定位,做大做强权威性,保持公信力；其次,面对新媒体的巨大冲击,应当树立新媒体与传统媒体是共存关系而不是替代关系的观念；第三,应从以下几个方面对党报进行管理变革,一是明确党报的管理定位,二是推动党报内部机制变革,三是提升党报的质量管理水平,四是创新党报的人才建设体系,五是加大党报媒介融合的力度,六是树立党报的品牌管理意识。
面对“报纸消亡论”,党报管理应以全媒体时代的挑战为契机,实施有效转型,从而在新一轮的媒体竞争中把握主动,发挥更大作用。
Since the 21st century, Party Newspapers at all levels who are growing up together with the new China, have been in an unprecedented shock. On the one hand, the rise of all kinds of city daily newspapers at the end of last century has broken the traditional pattern of the Party Newspaper's domination; on the other hand, the emergence of internet and other new media has brought big challenges to all traditional media including newspaper. Therefore, the reform of Party Newspaper, especially at the level of management, becomes urgent.
Through theory and empirical analysis, backed by comparative analysis, analysis and synthesis, literature review and other survey methods, this paper studies and analyzes the management reform during the development of newspaper industry at home and abroad, with case studies of many inland Party Newspapers and with reference to the advanced experience of many. At the same time, with the self-experiences in US as visiting scholar, the author conducts a comparative analysis of US newspaper industry in the Omnimedia Era, in order to find some practical experience and make suggestions on the management reform of Party Newspaper.
This paper argues that in the Omnimedia Era, Party Newspaper shall firstly make clear of self advantage and position, enhancing the authority and retaining the public credibility; secondly, facing the challenge of new media, Party Newspaper shall realize that the relationship between the traditional and new media shall be concurrence in stead of substitution; thirdly, the management reform of Party Newspaper shall include:
1. Make clear of the management position
2. Promote the inside system reform
3. Improve the quality management
4. Innovate the talents development system
5. Enhance the combination with new media
6. Set up the awareness of brand management
Facing the Newspaper Withering Away Theory, Party Newspaper management shall take the challenge for a chance in the Omnimedia Era, implement effective transformation and thus seize the initiative in the media competition and play the bigger role in the society.
本文通过理论研究与实证分析相结合的方法,辅之以比较分析法、分析综合法、文献研究法和调查法等,以国内多家党报为案例,借鉴各方面的先进经验,对国内外报业发展过程中的管理变革进行分析研究。同时,辅以作者本人在美国做访问学者期间的切身感受,就全媒体时代美国报业的变革进行了比较研究,以期从中找出可资借鉴的经验和做法。在此基础上,对如何推动党报管理变革提出改进建议。
本文认为,全媒体时代,党报首先应明确自身的优势与定位,做大做强权威性,保持公信力；其次,面对新媒体的巨大冲击,应当树立新媒体与传统媒体是共存关系而不是替代关系的观念；第三,应从以下几个方面对党报进行管理变革,一是明确党报的管理定位,二是推动党报内部机制变革,三是提升党报的质量管理水平,四是创新党报的人才建设体系,五是加大党报媒介融合的力度,六是树立党报的品牌管理意识。
面对“报纸消亡论”,党报管理应以全媒体时代的挑战为契机,实施有效转型,从而在新一轮的媒体竞争中把握主动,发挥更大作用。
Since the 21st century, Party Newspapers at all levels who are growing up together with the new China, have been in an unprecedented shock. On the one hand, the rise of all kinds of city daily newspapers at the end of last century has broken the traditional pattern of the Party Newspaper's domination; on the other hand, the emergence of internet and other new media has brought big challenges to all traditional media including newspaper. Therefore, the reform of Party Newspaper, especially at the level of management, becomes urgent.
Through theory and empirical analysis, backed by comparative analysis, analysis and synthesis, literature review and other survey methods, this paper studies and analyzes the management reform during the development of newspaper industry at home and abroad, with case studies of many inland Party Newspapers and with reference to the advanced experience of many. At the same time, with the self-experiences in US as visiting scholar, the author conducts a comparative analysis of US newspaper industry in the Omnimedia Era, in order to find some practical experience and make suggestions on the management reform of Party Newspaper.
This paper argues that in the Omnimedia Era, Party Newspaper shall firstly make clear of self advantage and position, enhancing the authority and retaining the public credibility; secondly, facing the challenge of new media, Party Newspaper shall realize that the relationship between the traditional and new media shall be concurrence in stead of substitution; thirdly, the management reform of Party Newspaper shall include:
1. Make clear of the management position
2. Promote the inside system reform
3. Improve the quality management
4. Innovate the talents development system
5. Enhance the combination with new media
6. Set up the awareness of brand management
Facing the Newspaper Withering Away Theory, Party Newspaper management shall take the challenge for a chance in the Omnimedia Era, implement effective transformation and thus seize the initiative in the media competition and play the bigger role in the society.
引文
[1]未来可能消失的十大事物,报纸也是其中之一.新华网[EB/OL] [2010,09,27]. http://news.xinhuanet.com/newmedia/2010-09/27/c_12610248.htm
[2]新闻出版总署副署长李东东在阳光中国.2010传媒年会上的致辞[EB/OL]人民网,[2011,01,17].http://media.people.com.cn/GB/40606/13745195.html
[3]吴可佳新时期大众传媒发展对我国主流意识形态宣传的挑战[J].学理论,2010,2.
[4]李桂茹.全国党报老总纵论如何应对“新媒体”[C/OL].中国记协网,[2007,05,25]http://news.xinhuanet.com/zgjx/2007-05/25/content_6149216.htm
[5]姜凤羽.以改版为契机,出精品出人才出品牌[J].记者摇篮,2009,5.
[6]郭全中.论我国报业集团的经营管理[EB/OL]人民网,[2008,04,10]http://media.people.com.cn/GB/22100/120097/120099/7104287.html
[7]辜晓进.21世纪美国报业现状——近观美国报业管理[J].新闻实践,2003,10.
[8]林涛.给全能记者泼点冷水[J].中国记者,2011,3.
[9]全媒体时代[G/OL].百度百科.http://baike.baidu.com/view/4430629.htm
[10]姚林.报纸媒体在新传播环境下的价值回归[J].中国报业,2011,8(上).
[11]姚林.中国报业广告：2010年回顾2011年前瞻[J].中国报业,2011,2.
[12]邵培仁,陈兵.论中国报业集团管理改革中的十大悖论[EB/OL]新华传媒,[2005,04,07]http://news.xinhuanet.com/newmedia/2005-04/07/content_2798405.htm
[13]苏冰.“报业寒冬”与“百年传媒”[J].中国报业,2011,8(上).
[14]夏书章主编.行政管理学[M].北京：高等教育出版社,广州：中山大学出版社,2008.
[15]梁国典.构筑报业发展人才高地[J].青年记者,2003,4.
[16]Tatinana Replova, New Times:Making a professional newspaper in an emerging democracy. [M]北京：中国人民大学出版社,2004.
[17]葛玮.中国特色传媒体制：历史沿革与发展完善[J].中国行政管理,2011,6.
[18]马云龙.中国都市报崛起和困境[C/OL].在复旦大学新闻学院讲座录音整理.百度文库,[2008,06,14]http://wenku.baidu.com/view/cc48b701bed5b9f3f90f1c56.html
[19]范东升.拯救报业[M].广州：南方日报出版社,2011.
[20]官建文,王棋.移动客户端：平面媒体转型再造的新机遇[J].新闻战线.2011,9.
[21]沈泽玮.新媒体推动中国社会变革[N].联合早报,2011,10,2.
[22]安伟.省级党报集团非时政类报刊转企改制的思考[J].新闻战线,2011,9.
[23]宋守山.变的是策略,而不是定位[J].青年记者,2011,7(上).
[24]张垒,梁益畅.传媒机制改革与资本运作的成都案例[J].中国记者,2010,9.
[25]文远竹.由“报办集团”向“集团办报”转变——广州日报报业集团创新管理模式初探[J].青年记者,2010,4.
[26]孙燕君.报业中国[M].北京：中国三峡出版社,2002.
[27]侯永峰.党报必须提供最有价值的信息精品[J].记者摇篮,2010,8.
[28]施展.坚持人才引领打造一流传媒集团[J].中国报业,2011,8(上)
[29]姜凤羽.辽宁日报：落实科学发展观积极推进党报集团事业创新[EB/OL]中国记协网,[2007,02,05]. http://news.xinhuanet.com/zgjx/2007-02/05/content_5700135.htm
[30]孙晓青.提升军事新闻传播力的有效途径[J].中国报业,2011,8(上)
[31]黄国柱.报网融合：现代军事传媒的必由之路[J].中国报业,2011,8(上).
[32]林小春.记者要学会用好微博这个帮手[J].中国报业,2011,8(上)
[33]Philip Meyer.The Vanishing Newspaper--Saving Journalism in The Information Age[M].北京：新华出版社,2007,9.
[34]Telecommunications Act of 1996.[EB/OL] http://transition.fcc.gov/telecom.html.[2011,05,31]
[35]Prasad A.Naik; Kalyan Raman. Understanding the impact of synergy in multimedia communications[J]. Journal of Marketing Research,2003,V.40 No.4:375
[36]Los Angeles Times. Bell Salaries[N] http://www.latimes.com/news/local/bell/
[2]新闻出版总署副署长李东东在阳光中国.2010传媒年会上的致辞[EB/OL]人民网,[2011,01,17].http://media.people.com.cn/GB/40606/13745195.html
[3]吴可佳新时期大众传媒发展对我国主流意识形态宣传的挑战[J].学理论,2010,2.
[4]李桂茹.全国党报老总纵论如何应对“新媒体”[C/OL].中国记协网,[2007,05,25]http://news.xinhuanet.com/zgjx/2007-05/25/content_6149216.htm
[5]姜凤羽.以改版为契机,出精品出人才出品牌[J].记者摇篮,2009,5.
[6]郭全中.论我国报业集团的经营管理[EB/OL]人民网,[2008,04,10]http://media.people.com.cn/GB/22100/120097/120099/7104287.html
[7]辜晓进.21世纪美国报业现状——近观美国报业管理[J].新闻实践,2003,10.
[8]林涛.给全能记者泼点冷水[J].中国记者,2011,3.
[9]全媒体时代[G/OL].百度百科.http://baike.baidu.com/view/4430629.htm
[10]姚林.报纸媒体在新传播环境下的价值回归[J].中国报业,2011,8(上).
[11]姚林.中国报业广告：2010年回顾2011年前瞻[J].中国报业,2011,2.
[12]邵培仁,陈兵.论中国报业集团管理改革中的十大悖论[EB/OL]新华传媒,[2005,04,07]http://news.xinhuanet.com/newmedia/2005-04/07/content_2798405.htm
[13]苏冰.“报业寒冬”与“百年传媒”[J].中国报业,2011,8(上).
[14]夏书章主编.行政管理学[M].北京：高等教育出版社,广州：中山大学出版社,2008.
[15]梁国典.构筑报业发展人才高地[J].青年记者,2003,4.
[16]Tatinana Replova, New Times:Making a professional newspaper in an emerging democracy. [M]北京：中国人民大学出版社,2004.
[17]葛玮.中国特色传媒体制：历史沿革与发展完善[J].中国行政管理,2011,6.
[18]马云龙.中国都市报崛起和困境[C/OL].在复旦大学新闻学院讲座录音整理.百度文库,[2008,06,14]http://wenku.baidu.com/view/cc48b701bed5b9f3f90f1c56.html
[19]范东升.拯救报业[M].广州：南方日报出版社,2011.
[20]官建文,王棋.移动客户端：平面媒体转型再造的新机遇[J].新闻战线.2011,9.
[21]沈泽玮.新媒体推动中国社会变革[N].联合早报,2011,10,2.
[22]安伟.省级党报集团非时政类报刊转企改制的思考[J].新闻战线,2011,9.
[23]宋守山.变的是策略,而不是定位[J].青年记者,2011,7(上).
[24]张垒,梁益畅.传媒机制改革与资本运作的成都案例[J].中国记者,2010,9.
[25]文远竹.由“报办集团”向“集团办报”转变——广州日报报业集团创新管理模式初探[J].青年记者,2010,4.
[26]孙燕君.报业中国[M].北京：中国三峡出版社,2002.
[27]侯永峰.党报必须提供最有价值的信息精品[J].记者摇篮,2010,8.
[28]施展.坚持人才引领打造一流传媒集团[J].中国报业,2011,8(上)
[29]姜凤羽.辽宁日报：落实科学发展观积极推进党报集团事业创新[EB/OL]中国记协网,[2007,02,05]. http://news.xinhuanet.com/zgjx/2007-02/05/content_5700135.htm
[30]孙晓青.提升军事新闻传播力的有效途径[J].中国报业,2011,8(上)
[31]黄国柱.报网融合：现代军事传媒的必由之路[J].中国报业,2011,8(上).
[32]林小春.记者要学会用好微博这个帮手[J].中国报业,2011,8(上)
[33]Philip Meyer.The Vanishing Newspaper--Saving Journalism in The Information Age[M].北京：新华出版社,2007,9.
[34]Telecommunications Act of 1996.[EB/OL] http://transition.fcc.gov/telecom.html.[2011,05,31]
[35]Prasad A.Naik; Kalyan Raman. Understanding the impact of synergy in multimedia communications[J]. Journal of Marketing Research,2003,V.40 No.4:375
[36]Los Angeles Times. Bell Salaries[N] http://www.latimes.com/news/local/bell/