国际中文开源期刊平台

“双维度”媒体融合评价考核的设计与实践

Design and Practice of “Two Dimension” Media Fusion Evaluation

中国新闻评论 / 2021,2(1)：1-19 / 2021-02-18 459 604

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• 作者： 乐嵩¹      宋维权²     
• 单位：

  1.武汉大学经济与管理学院 ，武汉；
  2.湖北广播电视台总编室，武汉

• 关键词： 新媒体；媒体融合；评价考核
• New media; Media convergence; Evaluation and assessment
• 摘要： 传统广电媒体融合已进入后半程，但与之协同的媒体融合评价体系尚未达成共识。为此，学界、商界、业内纷纷发表各自观点、推出自己的产品和服务，甚至尝试建立独立的评价体系。 “新旧结合、旧为主导”“新旧有别，各自为阵”“新旧分立，互为参照”三种不同思路基本概括了市场中主流的声音。这些观点大多倾向采用全域布局、分步实施策略，探索构建全媒体评价考核体系的可能性以及实现路径。基于此，以 Python 语言为基础编写爬虫程序获取数据的新媒体第 3 领域成为诸多实践方案的切入点。 传统广电媒体融合已进入深水区和攻坚期，如何全面评价考核其融媒现状？同时，高效利用评价考核手段，引导和推进广电媒体融合向纵深发展，已成为当务之急。本文以学界、商界和业内的相关思路和做法为研究基础，重在对比分析新媒体与传统广电媒体商业模式差异，并充分结合省级广电媒体融合现状及评价考核难点，尝试提出“双维度”媒体融合评价考核体系，以期提供问题的解决思路及实现路径。
• Traditional radio and television media integration has entered the second half, but the collaborative evaluation system of media integration has not yet reached a consensus. For this reason, academia, business and industry have expressed their views, launched their own products and services, and even tried to establish an independent evaluation system. “The combination of the old and the new, the old as the leading”, “the old and the new are different, each for the matrix”, “the old and the new are separated, each for reference” three different ideas basically summarize the mainstream voice in the market. Most of these views tend to adopt the strategy of overall layout and step-by-step implementation to explore the possibility and realization path of building the all media evaluation and assessment system. Based on this, the third field of new media, which is based on Python language to write crawler program to obtain data, has become the breakthrough point of many practical solutions. The integration of traditional radio and television media has entered a deep-water area and a crucial period. How to comprehensively evaluate and assess the status quo of its media integration? At the same time, the efficient use of evaluation means to guide and promote the in-depth development of radio and television media integration has become a top priority. Based on the relevant ideas and practices of academia, business and the industry, this paper focuses on the comparative analysis of the differences between new media and traditional radio and television media business models, and fully combines with the current situation of provincial radio and television media integration and evaluation and assessment difficulties, trying to put forward a “two-dimensional” media integration evaluation and assessment system, in order to provide solutions and implementation path.
• DOI： https://doi.org/10.35534/cnr.0201001
• 引用： 乐嵩，宋维权．“双维度”媒体融合评价考核的设计与实践［J］．中国新闻评论，2021，2（1）：1-19．