People’s Daily People’s Commentary: Only by Embracing Convergence Can Traditional Media Have a Tomorrow

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Li Haoran

News employees can hardly contain their excitement, all kinds of interpretative articles successively “fill the screen”, shares of People’s Daily Online and other media are trading up… As soon as the news that the Central Leading Group for Comprehensively Deepening Reform deliberated and passed the “Guiding Opinions concerning Promoting the Converged Development of Traditional Media and New Media” at its 4th meeting was published, it attracted close attention from various circles.

As early as last year, the 3rd Plenum of the 18th Party Congress clearly pointed out: “integrate news media resources, promote the converged development of traditional media and new media”. This passing of the Guiding Opinions undoubtedly means a further detailed implementation of the reform deployment of the Plenum. This both lets people see the determination and courage of the Centre in firmly moving forward with real knives and real guns, and gives prominence to how urgent vigorous planning and arranging matters as early as possible is in an ever-changing communication structure.

After entering the new century, “media convergence” has become a catchphrase for news and communication circles. Following the rapid progress of communications technology and the broad popularization of concomitant applications, media convergence already had ceased being a rigid academic concept, but had become a vivid reality that is currently being deduced by people worldwide. Now, the newspaper sector’s advance onto the network is not an add-on development but a necessary move, press agencies are even more willing to see themselves as complete media bodies, and it has become the new normal that radio and television groups run newspapers or create websites. This year, the People’s Daily news client has gone online, ThePaper.cn has continued to trigger hot debate, etc., which even more illuminates the attitude of traditional mainstream media to vigorously storm the beaches of new media.

In fact, media convergence has always been a “currently occurring history”, the camps of traditional media and new media have also always been in flux. When considering the past, when radio came into being, it was a new medium for mass newspapers; the emergence of television proclaimed that radio had become a traditional medium; and in the face of the Internet, newspapers, periodicals, radio and television together put on the “traditional” hat. At present, in the face of microblogs, WeChat, clients and other new communication forms, I fear that even portal websites would feel embarrassed to say they are “new media”. Starting from this point, innovation is the common undertone of news communication; in the face of new media, when it comes down to rejecting or welcoming it, we might as well warmly embrace it.

Where quite a few traditional media are concerned, the path of converged development will be difficult to complete in one go indeed, there are many bottlenecks that need to be surmounted urgently. Even so, the “Weixue” says: “Are the affairs of the world difficult or easy? If they are done, the difficult matters will become easy; if they are not done, easy matters will become difficult”. In the face of the situation where new media bring great changes and developments, and in the face of an increasingly complex public opinion ecology, public opinion guidance should extend to there where the public’s attention resources are concentrated. Time waits for no one, and there should not be any attitude of sitting around and enjoying policy bonuses. If there only is an attitude of conserving past achievements, and a lack of innovative drive, or one only registers a domain name, sets up a microblog or sets up a public WeChat account, pays attention superficially while essentially goes through the motions, one only fritters away a great fortune, and will slide step by step to the fringes of the media stage.

On 20 April 1994, China officially began “fully-functioning linkages” with the Internet. Twenty years have gone by in a flash, and today, more than 600 million Chinese netizens have already joined this highway. In this extraordinarily splendid “fifth space” with limitless possibilities, how to send out a resonant voice within the huge quantity of information, and how to forge “digitized survival” skills in intense competition can be said to be transformational development questions that all news media must face squarely. Innovation is the quintessence of the Internet spirit, and is the locus of the crux for successfully marching a path of converged development of traditional media and new media. Where media employees are concerned, it is absolutely impossible that where the audience has crossed the river, they themselves are pretending to feel the stones.

From the “three stick closes” to “marching the path of transformation and reform”, many news personnel are cautious and conscientious, and have spared no effort to strengthen news reports’ communication strength, influence and infectiousness; from one wave after another of Internet pioneering, to the present momentum of the mobile Internet, the evolution of technology has provided limitless possibilities for news and communications. By using policy benefits as turning points, preparing a new space for innovation, improving resource cores, and giving even more regard to technology, why should we worry that we would not be able to find a new blue sea for converged media development?

人民日报人民时评:拥抱融合,传统媒体才有明天
李浩燃
新闻从业者难掩兴奋,各类解读文章频频“刷屏”,人民网等传媒个股涨停……中央全面深化改革领导小组第四次会议审议通过《关于推动传统媒体和新兴媒体融合发展的指导意见》的消息一经发布,便引起各界密切关注。

早在去年,十八届三中全会就明确提出:“整合新闻媒体资源,推动传统媒体和新兴媒体融合发展。”此次通过指导意见,无疑是对全会改革部署的进一步细化落实。这既让人们看到了中央真刀真枪扎实推进改革的决心和勇毅,也突显传播格局风云变幻的时代,积极谋篇、尽早布局是何等紧迫。

进入新世纪,“媒体融合”成为新闻传播界的流行语。随着传播技术的快速进步、相关应用的广泛普及,媒体融合早已不是生硬的学术理念,而成为全球范围内正在演绎的生动现实。现在,报业向网络进军不是发展增量而是应有之义,通讯社更愿意称自己为全媒体机构,而广电集团办报纸、做网站也已是新常态。今年,人民日报新闻客户端上线,澎湃新闻持续引发热议等,更是映照着传统主流媒体积极抢滩新兴媒体的进击姿态。

实际上,媒体融合一直都是“正在发生的历史”,传统媒体、新兴媒体的阵营也一直处在变动之中。揆诸以往,广播诞生时,相对于大众化报业是新媒体;电视的出现,宣告了广播成为传统媒体;而在互联网面前,报刊电台电视台则一齐被戴上“传统”的帽子。如今,面对微博、微信、客户端等新型传播形态,恐怕连门户网站都不好意思说自己是“新媒体”了。从这个意义出发,创新是新闻传播的一道底色;面对新兴媒体,与其欲拒还迎,莫如开怀拥抱。

对于不少传统媒体而言,走好融合发展之路确实难以毕其功于一役,有许多瓶颈亟待突破。然而《为学》有言,“天下事有难易乎?为之,则难者亦易矣;不为,则易者亦难矣”。面对新兴媒体呈裂变式发展的态势,面对更加复杂的舆论生态,公众的注意力资源集聚在哪里,舆论引导就应该延伸到哪里。时不我待,任何坐享政策红利的心态都要不得。如果只是一味抱持守成心态,缺乏创新动力,或者仅仅注册个域名、开个微博、办个微信公号,形式上重视、实质上应付,只会坐吃山空,并一步步滑向媒介舞台的边缘。

1994年4月20日,中国正式与互联网开始“全功能连接”。二十年弹指一挥间,而今,6亿多中国网民都已踏上这条高速路。在这精彩纷呈、拥有无限可能的“第五空间”,如何在海量信息中发出响亮声音,怎样在激烈竞争中锻造“数字化生存”本领,可谓每家新闻媒体都必须直面的转型发展之思。创新是互联网精神的精髓,也是闯出一条传统媒体与新兴媒体融合发展之路的关键所在。对于媒体从业者而言,万不可受众都过了河,自己还在假装摸石头。

从“三贴近”到“走转改”,一批批新闻人兢兢业业,为增强新闻报道传播力、吸引力、感染力奋力前行;从一波波互联网创业浪潮,到如今移动互联网势头正劲,技术的演进为新闻传播提供了无限可能。以政策利好为契机,打好创新这张牌,做优资源内核、更加重视技术,我们何愁找不到媒体融合发展的新蓝海?

 

人民日报人民时评:拥抱融合,传统媒体才有明天
李浩燃
新闻从业者难掩兴奋,各类解读文章频频“刷屏”,人民网等传媒个股涨停……中央全面深化改革领导小组第四次会议审议通过《关于推动传统媒体和新兴媒体融合发展的指导意见》的消息一经发布,便引起各界密切关注。

早在去年,十八届三中全会就明确提出:“整合新闻媒体资源,推动传统媒体和新兴媒体融合发展。”此次通过指导意见,无疑是对全会改革部署的进一步细化落实。这既让人们看到了中央真刀真枪扎实推进改革的决心和勇毅,也突显传播格局风云变幻的时代,积极谋篇、尽早布局是何等紧迫。

进入新世纪,“媒体融合”成为新闻传播界的流行语。随着传播技术的快速进步、相关应用的广泛普及,媒体融合早已不是生硬的学术理念,而成为全球范围内正在演绎的生动现实。现在,报业向网络进军不是发展增量而是应有之义,通讯社更愿意称自己为全媒体机构,而广电集团办报纸、做网站也已是新常态。今年,人民日报新闻客户端上线,澎湃新闻持续引发热议等,更是映照着传统主流媒体积极抢滩新兴媒体的进击姿态。

实际上,媒体融合一直都是“正在发生的历史”,传统媒体、新兴媒体的阵营也一直处在变动之中。揆诸以往,广播诞生时,相对于大众化报业是新媒体;电视的出现,宣告了广播成为传统媒体;而在互联网面前,报刊电台电视台则一齐被戴上“传统”的帽子。如今,面对微博、微信、客户端等新型传播形态,恐怕连门户网站都不好意思说自己是“新媒体”了。从这个意义出发,创新是新闻传播的一道底色;面对新兴媒体,与其欲拒还迎,莫如开怀拥抱。

对于不少传统媒体而言,走好融合发展之路确实难以毕其功于一役,有许多瓶颈亟待突破。然而《为学》有言,“天下事有难易乎?为之,则难者亦易矣;不为,则易者亦难矣”。面对新兴媒体呈裂变式发展的态势,面对更加复杂的舆论生态,公众的注意力资源集聚在哪里,舆论引导就应该延伸到哪里。时不我待,任何坐享政策红利的心态都要不得。如果只是一味抱持守成心态,缺乏创新动力,或者仅仅注册个域名、开个微博、办个微信公号,形式上重视、实质上应付,只会坐吃山空,并一步步滑向媒介舞台的边缘。

1994年4月20日,中国正式与互联网开始“全功能连接”。二十年弹指一挥间,而今,6亿多中国网民都已踏上这条高速路。在这精彩纷呈、拥有无限可能的“第五空间”,如何在海量信息中发出响亮声音,怎样在激烈竞争中锻造“数字化生存”本领,可谓每家新闻媒体都必须直面的转型发展之思。创新是互联网精神的精髓,也是闯出一条传统媒体与新兴媒体融合发展之路的关键所在。对于媒体从业者而言,万不可受众都过了河,自己还在假装摸石头。

从“三贴近”到“走转改”,一批批新闻人兢兢业业,为增强新闻报道传播力、吸引力、感染力奋力前行;从一波波互联网创业浪潮,到如今移动互联网势头正劲,技术的演进为新闻传播提供了无限可能。以政策利好为契机,打好创新这张牌,做优资源内核、更加重视技术,我们何愁找不到媒体融合发展的新蓝海?

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