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媒体融合正在成为目前传统媒体转型升级的主攻方向,要找到媒体融合的关键,需要从信息传播领域的终端、渠道、业态及商业模式三个层次上重新认识媒体融合的概念。媒体融合的改革实践促生了新的传播体系,这种新的传播体系既重构了传播过程中的人与人之间的社会关系,也让传统媒体的角色功能定位发生了改变。传统媒体在融合转型中必须立足于本地服务,重建用户平台,以平台实现用户的聚合是传统媒体机构融合转型中较为可行的途径。
Media convergence is becoming the main direction of the transformation and upgrading of traditional media. To find the key to media convergence, we need to re-understand the concept of media convergence from the three levels of terminals, channels, formats and business models in the field of information dissemination. The reform practice of media convergence has created a new communication system. This new communication system not only reconstructs the social relationship between people in the process of communication, but also changes the traditional media’s role and function. In the process of integration and transformation, traditional media must base on local services and rebuild the user platform to achieve user aggregation through the platform. This is a feasible way for the integration and transformation of traditional media organizations.