It was held in kyoto on 5 january. The meeting highlighted the need to learn more about the practice of xi jinping culture, deepen party research and advocacy on innovation theory, and accelerate the advancement of mainstream mediaSystemic changeTo improve the capacity and level of intellectual politics. What are the theoretical and practical demands for systemic change in the mainstream media, a multidimensional, cross-cutting change? How to build a media-wide communication system。
In-depth understanding of the significance of systemic change in mainstream media
Systemic changes in mainstream mediaMedia integrationThe process of reform has evolved in step with the times。
From the perspective of the development experience, on 19 august 2013, the general secretary of xi jinping presented the important task of “accelerating the integration of traditional and emerging media” at a national awareness-raising workshop. For more than a decade, the general secretary of xi has personally planned and guided the integration of the media, issuing a series of important statements and presenting a series of new ideas, new ideas and new conclusions: “to promote the integration of the media into development and to build the media as a matter of urgency for us”; “to use the results of the information revolution to promote the integration of the media into further development and to build a strong mainstream of public opinion and to consolidate the common intellectual basis of the unity struggle of the entire party”; “to emphasize the principle of integration of the media in development as an overarching requirement, to manage the rigidity and to use the trueness of the message”; “to optimize the process, to re-establish the platform, to achieve the effective integration of media resources, production elements, to achieve the convergence of content, technology applications, platform terminals and management tools, to stimulate the transformation of the quality of integration and to enhance its effectiveness”; and others. These important discourses, which accurately capture the characteristics of the times and the patterns of transmission, contain a scientific approach to the position and are important guidance for gaining insight into the content and substance of systemic changes in the mainstream media。
In view of the demands of the times, advancing systemic change in mainstream media is an urgent need to respond to current complex situations, both internal and external. It is a key step forward in building a media-wide communications system and a strategic choice for shaping new patterns of mainstream public opinion. Media integration has been developing for more than a decade, and the main forces have been fully on the battlefield, with visible results but also with new challenges。
Within the media industry, the problem of decentralization of resources remains and institutional mechanisms still need further reform. There is still a gap between the availability of quality content and the needs of a wider audience, and the homogeneity of news production and routing is evident。
Looking at the external environment, information-smart technologies have profoundly changed the ecological and dissemination patterns of public opinion, the internet has become the backbone of ideological struggles, the main battlefields, and new media, such as short video, micro-intelligence, microblogging and client circles, have increasingly become the main channels and platforms, with a huge impact on the dissemination and influence of mainstream media. At the same time, public opinion is becoming more complex and the interaction between cyberspace and real space is deepening. The consolidation of mainstream public opinion urgently calls for the role of the mainstream media as a “pronouncer”。
Against this backdrop, local reform of the mainstream media has become difficult to meet the demands of the times, and systemic change is imperative. Systematic change requires a holistic approach that leads to high-quality development of mainstream media through systemic reform of institutional mechanisms and holistic optimization of resource allocation. This change involves not only upgrading at the technical level, but also profound adjustments at the institutional level. It is only through systemic change and further strengthening of the media-wide communications system that the mainstream media will be able to transform from traditional news producers to integrated information service providers, thereby constantly strengthening public opinion, building social consensus and achieving a double increase in economic and social benefits, and firmly occupying the high points of public opinion, ideology, cultural heritage and communication for the people。
Managing the theoretical and practical demands of systemic change
The doctrine is rooted in practice, and it guides practice. Advancing systemic change in mainstream media requires theoretical innovation and innovationPractical explorationI don't know. Theoretical research needs to move beyond traditional paradigms and explore new paths across the media age; practical exploration should be guided by internet thinking, optimize resource allocation, innovate institutional mechanisms and develop change-adapted professionals. This is an inevitable option for dealing with complex communications climate change and is key to achieving high-quality development in mainstream media。
At the theoretical level, systemic change requires that mainstream media be seen as an integral part of a complex dynamic, in-depth analysis of the interactions between their internal structures and the external environment. As media reform enters deep water, research in the field of media must be accompanied by great theoretical courage and a broad vision of innovation, constantly exploring the scientific theoretical framework。
At the practical level, systemic change in the mainstream media faces multifaceted challenges such as technology, mechanisms and talent. The rapid development of the digital age, in particular the widespread application of emerging technologies such as artificial intelligence, big data, cloud computing and networking, requires mainstream media practitioners to be sensitive to the internet and to master new technologies. From the “i have you, i have you” test path, moving in the direction of “you are me, i am you”, both to expand the content boundaries and to innovate production mechanisms, to break traditional production constraints, to embed smart technologies in the collection, production, validation, distribution, reception, feedback, etc., and to re-establish organizational structures and workflows and create new mechanisms for media-wide dissemination。
Harnessing the theoretical and practical demands for systemic change and breaking down the barriers to discipline involves not only journalism, communication and so forth, but also drawing on multidisciplinary theoretical resources such as economics and management to provide stronger intellectual support and practical guidance for systemic change through interdisciplinary integration. In this process, the economic management of the media, as an area of interdisciplinary cross-fertilization between journalism and economics, management, etc., can further enrich the theoretical supply and contribute to the steady advancement of systemic change in mainstream media。
How to build a media-wide communication system
Media-wide communication systems are the goal requirement for advancing systemic change in mainstream media. The general secretary of xi stated that “the relationship between traditional and emerging media, central and local media, mainstream media and business platforms, mass media and professional media is to be addressed in an integrated manner ... To form a resource-intensive, well-structured, differentiated, coordinated and efficient media-wide communication system”. This points the way towards building a media-wide communications system。
From the perspective of integrating media and economic management, the development of a media-wide communications system is an effort to achieve a multidimensional and integrated approach to resource efficient allocation, organizational dynamism, innovation, industrial eco-restructuring and social values。
Optimizing resource allocation to drive systemic change. Systemic change in mainstream media begins with optimizing the allocation of resources and building capacity to respond to systemic change. Among the basic resources of mainstream media, information resources are fundamental, content production and service resources are the subject, user resources are the key, and human and technical resources are the guarantee. Mainstream media should integrate resources through platform-based thinking and adopt an intensive management approach to optimize resource allocation and efficient use. In addition, a media-wide evaluation system covering quality of content, communication effectiveness and user satisfaction will be constructed to continuously optimize the use of resources through scientific assessment mechanisms to ensure sustainable competitiveness of mainstream media。
Currently, the data element is an important base resource for mainstream media, not only to enhance their competitiveness in the digital age, but also to breathe new life into integrated development. Mainstream media need to use data as a new production factor to effectively drive the intelligent transformation of production processes, reduce operating costs and increase productivity. People's daily newspapers, for example, have effectively promoted digital industrialization and digital development by establishing cross-sectoral data-sharing platforms, integrating key resources such as content creation, technology platforms and user data, and building applications such as people's clouds. Practice has shown that optimizing the allocation of core resources and effectively integrating factors such as production, dissemination and data will enable mainstream media to better adapt to the digital transformation and promote their own sustainable development。
It is guided by an optimized organizational structure and promotes integration. Promote systemic change in mainstream media by building integrated and flexible organizations and improving information resource sharing and content production efficiency. An integrated and flexible organizational structure can simplify decision-making processes, respond quickly to market changes and meet user needs, while giving more autonomy to front-line teams and stimulating innovation. For example, the daily light newspaper has shortened the cycle of content creation to its distribution by implementing flat-out decision-making mechanisms, making content production more relevant to the audience. The “three ones” reform of the central radio and television service has facilitated the efficient dissemination of content on multiple platforms. Xinhua, for its part, has enhanced the organization's ability to adapt to change by constructing project systems and workshops. These examples show that optimizing the organizational structure not only improves the operational efficiency of the media, but also enhances the innovation and dissemination of content and thus better promotes the integrated development of the media。
Digital empowerment guided by stimulating innovation. The core driving force of media development is innovation, with production processes equally dependent on innovation. Systematic change in the mainstream media requires both continuous and subversive innovation. The combination of continuous innovation, which aims to optimize and improve on existing ones, and subversive innovation, which seeks to break traditional thinking, will strongly drive the transition from mainstream media to digital media-wide. For example, by introducing cutting-edge technologies such as artificial intelligence, big data and cloud computing, mainstream media can optimize content production processes and increase dissemination efficiency; through large data analysis of user behaviour, content can be accurately disseminated; by generating personalized information through artificial intelligence, production costs can be reduced; and by using block chain technology to secure copyright and enhance the value of content。
Mainstream media practices provide live examples of digital empowerment. People's daily newspapers, for example, promoted the intellectualization and synergy of news production through models such as the “central kitchen”. Through the development of “ai anchor” technology, xinhua has achieved all-weather, multilingual real-time coverage in major news stories. The central radio and television station's “5g+4k/8k+ai” layout has led to the creation of a number of high-quality integrated media programmes. These practices show that the deeper integration of innovative ideas and digital technologies can help mainstream media to achieve digital empowerment。
Reconstruct ecological systems to achieve synergies. Systemic change not only fosters the complementarity of strengths among different media, but also fosters differentiated development and a coordinated and efficient media-wide communications system that fosters competitive cooperation between traditional and emerging media, central and local media, mainstream media and business platforms, mass media and professional media. By virtue of its authoritative and deep content, traditional media combine with the flexibility and innovation of emerging media; central media combine with local media geography and proximity through resource integration and platform advantages; mainstream media combine with commercial platforms ' traffic advantages and market mechanisms through content strengths and credibility; and popular media combine with professional media depth and precision through wide coverage and influence. This model of cooperation enhances the competitiveness of the entire media industry and provides users with a richer and better quality content。
Guided by the promotion of cultural services, the value of leadership is highlighted. Systemic change is not only an important path to disseminating mainstream values, but also a key initiative to improve the effectiveness of cultural services. In practice, the content and dissemination of mainstream media have a profound impact on cultural heritage. The focus should be on major thematic advocacy and typical event coverage, providing graphic stories about china and expanding mainstream value impact maps. On this basis, building on technological and management innovations, improve the accuracy and dissemination of content distribution and ensure that information reaches audiences in a timely and accurate manner. At the same time, the strengthening of mainstream media social responsibility and deep participation in public cultural services have highlighted their leading value and provided strong support for socio-cultural development。
From the theory of economics and management-related sciences, systemic change is a process of resource optimization, organizational re-engineering, innovative development, eco-restructuring and value orientation. In this process, the theoretical supply of integration provides new ways of thinking about systemic changes in the mainstream media. Mainstream media should seize the opportunities of the era of systemic change, be driven by innovation, be driven by technology, be driven by technology, be driven by user demand, accelerate the construction of an all-media communications system, and rally the powerful forces behind china's modernization。
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From the people's forum magazine
Original title strong and effective drive for systemic change in mainstream media
Professor, vice-president and director of the centre for economic communication studies, university of tsinghua
