关于媒体融合内容再造的理论思考
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摘要
随着技术和传播手段的日益发达,媒体走向融合是一种主流趋势。但技术与形式上的融合,并不能代表内容上也可以走到一起,网络、新媒体平台和传统媒体都对"内容"生产感到了焦虑。媒体融合的内容再造,不是对过去的内容生产模式进行修补,而是应当充分用好"两微一端(抖)"、短视频、H5、人工智能、VR等新传播技术,以适应、匹配、服务、提升新媒体的需要为出发点和考量而再造内容,摸索内容再造的方法与规律并努力使其成为一种具有满足现代受众特质的优质内容而广为市场所接受和认可。
With the progress of technology and means of communication, media integration has become the major trend.However, the integration of technology and form does not necessarily mean that the content can integrate together. The Internet,new media platforms and traditional media are all anxious about the production of "content". The content re-making in media integration is not to repair the mode of producing content. Instead, it should re-make the content through the new communication technologies such as Weibo, WeChat, short videos, H5, artificial intelligence and VR in order to adapt to, match, serve and meet the need of new media; explore the methods and laws of content re-creation; and strive to ensure it is high-quality content that takes into account the characteristics of modern audiences and is widely accepted and recognized by the market.
With the progress of technology and means of communication, media integration has become the major trend.However, the integration of technology and form does not necessarily mean that the content can integrate together. The Internet,new media platforms and traditional media are all anxious about the production of "content". The content re-making in media integration is not to repair the mode of producing content. Instead, it should re-make the content through the new communication technologies such as Weibo, WeChat, short videos, H5, artificial intelligence and VR in order to adapt to, match, serve and meet the need of new media; explore the methods and laws of content re-creation; and strive to ensure it is high-quality content that takes into account the characteristics of modern audiences and is widely accepted and recognized by the market.
引文
[1][加拿大]马歇尔·麦克卢汉:《理解媒介:论人的延伸》,北京:译林出版社,2011年,第235页。
[2]中华人民共和国国家统计局:《中华人民共和国2017年国民经济和社会发展统计公报》,《中国统计》,2018年第3期,第7~20页。
[3]《一文读懂腾讯合作伙伴大会:发力产业互联网以内容贯穿消费互联网》,http://tech.qq.com/a/20181101/012536.htm。
[4]《从有态度到各有态度网易新闻品牌内容战略双升级》,http://tech.163.com/17/0516/12/CKIDOMIQ00097U88.html。
[5]《复旦大学李良荣:党媒全媒体传播格局的最大变量与最大增量》,人民网,2018年9月10日,http://media.people.com.cn/n1/2018/0910/c14677-30283941.html。
[6][德]克劳斯·迈因策尔、贾积有:《人工智能与机器学习:算法基础和哲学观点》,《上海师范大学学报(哲学社会科学版)》,2018年第3期。
[7][美]劳伦斯·莱斯格:《代码:塑造网络空间的法律》,北京:中信出版社,2004年,第7页。
[2]中华人民共和国国家统计局:《中华人民共和国2017年国民经济和社会发展统计公报》,《中国统计》,2018年第3期,第7~20页。
[3]《一文读懂腾讯合作伙伴大会:发力产业互联网以内容贯穿消费互联网》,http://tech.qq.com/a/20181101/012536.htm。
[4]《从有态度到各有态度网易新闻品牌内容战略双升级》,http://tech.163.com/17/0516/12/CKIDOMIQ00097U88.html。
[5]《复旦大学李良荣:党媒全媒体传播格局的最大变量与最大增量》,人民网,2018年9月10日,http://media.people.com.cn/n1/2018/0910/c14677-30283941.html。
[6][德]克劳斯·迈因策尔、贾积有:《人工智能与机器学习:算法基础和哲学观点》,《上海师范大学学报(哲学社会科学版)》,2018年第3期。
[7][美]劳伦斯·莱斯格:《代码:塑造网络空间的法律》,北京:中信出版社,2004年,第7页。