湖南广电集团的媒介融合研究

发布时间：2019-01-05 18:15

【摘要】：随着新媒体的蓬勃发展,传统电视媒体遭遇到生存发展危机,而媒介融合发展正成为破解这一危机的有效路径,同时国家也出台政策推动着传统电视与新媒体进行融合。不少电视媒体纷纷进行新媒体融合实践,虽取得一定成效,但从整个中国电视业融合发展层面而言,普遍存在着对于媒介融合认识不清、转型思路不清晰、推动动力不足等问题。湖南广电集团是我国较早试水媒介融合转型发展的媒体机构,已经逐渐摸索出一套适合自己的媒介融合路径,并取得了不错的经济社会效益。因此,研究总结湖南广电集团的媒介融合实践必然具有很强的现实指导意义,能为我国广电集团融合发展提供现实范例。现阶段国内对于湖南广电媒介的融合研究蔚为大观,但大部分研究都是针对于湖南卫视这一单一平台的融合实践,而缺少对于湖南广电集团这一宏观集团层面的研究。另一方面,多数研究是从某一个具体的视角进行分析研究,如从营销、渠道或者是平台等角度进行探析,而缺乏系统性整体性的研究。本文上升到湖南广电集团这一宏观层面探讨整个集团多种媒介形式的融合研究,同时也从内容、渠道、营销、产业和管理五个方面来探析湖南广电集团的整体媒介融合发展,相对已有的研究来说,比较系统全面。本文共分五章。第一章为绪论,主要陈述研究目的和意义,文献综述和关键概念界定。第二章到第五章是文章的主体部分。主要分析了湖南广电集团进行融合的背景,论述了湖南广电集团融合在五个层面的表现。接下来对湖南广电集团的媒介融合表现进行评析,分析出其中的优点和不足。最后针对湖南广电集团融合的不足提出策略建议。
[Abstract]:With the vigorous development of new media, the traditional TV media encounter a crisis of survival and development, and the development of media convergence is becoming an effective way to solve this crisis. At the same time, the government has also issued policies to promote the integration of traditional television and new media. Many TV media have carried out the practice of new media integration, although they have achieved certain results, but from the perspective of the integration and development of the entire Chinese television industry, there is a general lack of clear understanding of media convergence and unclear ideas for the transformation. Problems such as insufficient driving power. Hunan Radio and Television Group is a media organization in China to test the media integration and development in the early stage. It has gradually found out a suitable way for its own media integration, and has achieved good economic and social benefits. Therefore, it is of great practical significance to study and summarize the media convergence practice of Hunan Radio and Television Group, which can provide a practical example for the development of radio and television group integration in China. At present, the research on the integration of Hunan radio and television media is very popular in China, but most of the research is aimed at the integration practice of Hunan Satellite TV, which is a single platform, but the research on Hunan Radio and Television Group, a macro group, is lacking. On the other hand, most of the studies are analyzed from a specific perspective, such as marketing, channel or platform, but lack of systematic and holistic research. This paper goes up to the macro level of Hunan Radio and Television Group to discuss the integration of various media forms of the whole group. At the same time, it also analyzes the overall media integration and development of Hunan Radio and Television Group from five aspects: content, channel, marketing, industry and management. Compared with the existing research, it is more systematic and comprehensive. This paper is divided into five chapters. The first chapter is the introduction, which mainly describes the purpose and significance of the research, literature review and definition of key concepts. The second to fifth chapters are the main part of the article. This paper mainly analyzes the background of Hunan Radio and Television Group, and discusses the performance of Hunan Radio and Television Group in five aspects. Then it analyzes the performance of Hunan Radio and Television Group's media convergence, and analyzes its advantages and disadvantages. In the end, the author puts forward some suggestions for Hunan Radio and Television Group's amalgamation.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.27
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本文编号：2402129