中国媒体融合发展报告（2021）
| 书 名： |
中国媒体融合发展报告（2021） |
| 英 文 名： |
ANNUAL REPORT ON CULTURAL DEVELOPMENT OF MEDIA CONVERGENCE IN CHINA （2021）
|
| 作 者： |
北京市新闻工作者协会 梅宁华 支庭荣 |
| I S B N： |
978-7-5201-9147-0 |
| 丛 书 名： |
媒体融合蓝皮书
订阅
|
| 关 键 词： |
传播媒介 融合发展 媒体转型 |
| 出版日期： |
2021-10-01 |
中文摘要
2020～2021年，我国媒体融合在举国上下积极科学应对新冠肺炎疫情挑战和经济稳健走向复苏中坚毅前行，智能化程度不断加深。中央级媒体在融合传播中发挥中流砥柱作用，重大主题报道不缺席，主旋律更加响亮强劲。省级媒体的步态逐渐从容，活力逐渐迸发。县级融媒体中心踏雪留痕，条件建设接近全面完成。总体上，各类媒体在内容、平台渠道建设和经营管理方面实现了稳健增长。媒体融合已由增量扩张变为内涵拓展，进入智能融合、生态融合、柔性融合的新阶段。
本报告主体分为五个部分，分别是总报告、综合篇、省域篇、评价篇和借鉴篇。在总报告部分，着重概括了中国媒体行业进入生态融合阶段的新热点、新突破、新思考和新路径。在报告中，课题组引用了在实地调研中获得的一些全国代表性媒体的案例和数据，吸收了业界人士的意见和建议。总报告重点阐释了“生态融合”的主要特征、所取得的成效以及未来的主要发力点和增长点。
概括起来，2020～2021年我国媒体融合呈现如下几个鲜明的新特征。
一是智能化。大数据、云计算、人工智能等尖端技术从互联网扩散到主流媒体，创新应用层出不穷，媒体大脑风起云涌，各级各类媒体在智能技术开发或落地方面争先恐后，部分媒体实现了数据驱动和智能驱动。
二是生态化。其主要表现在：媒体将“新闻+政务商务服务”模式加以灵活运用，形成了各具特色的内在机理与外在表征，或者在政务板块深耕，或者在商业市场开掘，有的孵化自己的产业链，有的将智库写在口号中，有的顺应网红经济试水带货直播，各展所长，各显神通，见树又见林。
三是液态化。各类媒体运行机制的内卷化、碎片化大幅度改善，新兴和传统部门优化组合工作获得实质性进展，人员的流动性加强，绩效考核办法渐趋统一，组织活力得到彰显。
四是在地化。媒体参与社会治理势头不减，与各地的文明实践中心渐成互动互通之势。在地方网络问政、数据治理、网格化管理等方法手段建设，以及抗疫防疫、扶贫攻坚、乡村振兴等关键任务方面，扮演重要角色。
从融合成效来看，技术融合力度更大、亮点更多；生态融合逐渐形成，新闻与服务、事业与产业互为犄角；组织机构内部整合不断推进，更具柔性，动能更足；社会资源配置更加合理，社会适应力进一步增强。
本报告对于县级融媒体中心建设的最新进展，媒体融合的未来走势，短视频风口，部分省级行政区如北京、天津、山东、江苏、上海、浙江、四川、重庆、陕西、云南、广东等地的新做法、新经验，2020～2021年度中国媒体融合先锋榜和融合发展领军人物排行榜等主题，采用点面结合、学理与案例并重的方式予以一一梳理。在借鉴篇部分，专门对国外媒体在疫情冲击下的突围之路经验进行了盘点。
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