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融合发展,激发媒体生产力

2017-08-18 07:32:28   央广网

自“中国媒体融合发展元年”开启以来,三年的时间里,各大媒体“抢滩登陆”,融合平台纷纷建立,“融新闻”风生水起。为进一步贯彻习近平总书记“融为一体、合而为一”的媒体融合要求,8月19日,由人民日报社和深圳市委、市政府联合主办的“2017媒体融合发展”论坛将在深圳举行,把脉媒体融合进程,探路媒体融合前景。

如今,媒体融合已步入深水区。站在新的历史关口,把媒体融合推向纵深,还有哪些“娄山关”“腊子口”要攻克?如何实现媒体的深度融合?这正是此次论坛的重要议题。有人说,媒体融合是传统主流媒体 “自我进化”的过程,本质是一场自我革命。确实,传统主流媒体的对手并非是新媒体,而恰恰是自身。想当年,在电视出现之后,广播也一度处于弱势地位。但通过挖掘“沃土”,让广播与交通、移动互联技术相融合,发展车载广播、城市调频、在线广播,“老树”不断重新焕发活力,生发出了“新芽”,找到了新的蓝海。事实上,每一种媒介形态都有其生命力周期,只有勇于自我变革,才能涅槃重生。

前不久,人民日报客户端推出了一款“军装照”H5产品,上线仅10天浏览量就突破10亿。火爆的数字,充分体现了融合发展带来的“核聚变”效应。就连外媒都不得不感慨,中国正在掌握媒体融合发展的主动权。从组建中央厨房,到打造“网上通讯社”,再到成立融媒体新闻指挥中心,这三年来,无论是中央媒体,还是地方媒体,都拿出了自我革命的勇气,把融合发展摆在了最重要的战略地位,锐意改革、矢志创新,跑出了从“相加”到“相融”的加速度。通过打通人才壁垒,激发了新闻生产力;通过再造生产流程,打通了新闻资源,实现“一次采集、多种生成、多端传播”……媒体融合发展至今,一批形态多样、手段先进、具有竞争力的新型主流媒体已“破茧而出”,一批拥有强大实力和传播力、公信力、影响力的新型媒体集团已初具雏形。

也需要看到,尽管融合发展取得了跨越式的成就,“融易合难”“融而未合”等问题或多或少地依然存在。比如,有的人陷入“算法”崇拜,认为技术至上,忽视内容生产,殊不知“把内容做到鱼子酱般高级”,才能真正赢得受众;有的人则认为把报纸的稿件搬到“两微一端”上,就是融合发展,甚至只顾生产,不顾传播,而忘记了融合发展的成果,最终要靠传播效果来检验;还有的则感慨传统媒体人在新媒体冲击下没有出路,陷入媒体消亡论和职业消亡论的迷思,却没有发现,在新媒体上“圈粉无数”的,很多都是以前的传统媒体人。在这个意义上,与内容的融合、体制的融合、身份的融合相比,思想观念的融合、文化的融合同样不容忽视。

有学者认为,媒体融合有三个阶段,首先是起步,然后是创新,最后是磨合,实现制度化。这样的话,或许只说对了一半。因为,制度终究是要靠人来执行。倘若制度已经迈入了“相融”阶段,而人的思想观念却停留在“相加”阶段,再好的点子,恐怕都难以落地生根;再好的制度,仍会存在无法流畅运转的问题。“没有谁是一座孤岛”,只有让融合成为每一位从业者的自觉,才能真正激活强大的内生动力。而这,恰恰是深水区的媒体融合必须解决的问题。

“隧道深远,亮光已然可见”,一位媒体掌门人曾如此描述媒体融合的境况。自2014年8月中央深改组审议通过《关于推动传统媒体和新兴媒体融合发展的指导意见》以来,媒体融合被放在国家层面加以推进。今天,媒体融合方兴未艾、成效显著,改革创新的进程再一次走到了关键当口。越是攻坚之时,越需要凝聚力量。在这个意义上,推动媒体融合雄健地迈过最后一段“上坡路”,很重要的一点,就是要让融合发展成为媒体的文化基因。

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