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Jingdong book

传媒领袖演讲录

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传媒领袖演讲录

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“传媒领袖讲习班”,是暨南大学培养高层次传媒人才的一种创新模式,邀请境内外权威媒体掌舵人和顶尖专家,传授推进传媒业改革创新的经验与智慧,分析传媒业界发展的最新趋势,剖析媒体实践经典案例。
《传媒领袖演讲录》精选第5、6期部分嘉宾的演讲内容,涵盖了互联网冲击下报业集团全媒体战略的实践与思考,互联网时代舆论生态的变化及如何加强宣传引导等内容。
《传媒领袖演讲录》的出版,可以让读者了解传媒业界的最新发展,领略传媒领袖的风采,深化对传媒业的认识,提升理论研究和行业实践的能力。
Catalogue

前言

第1部分 新媒体传播与舆论生态
国内舆论生态三大变化与主流媒体的应对策略
中共广东省委宣传部副部长、南方报业传媒集团党委书记 莫高义
热的社会,湿的未来——互联网时代的行动逻辑
南方网总编辑 曹轲
“微”时代的传媒变局和营销革命
深圳广电集团副总编辑 李静
新媒体格局下新闻线索研究
南方都市报执行总编辑 任天阳
加强加强网络宣传和舆论引导 营造积极健康舆论环境
中共广州市委宣传部副部长 叶敏

第2部分 全媒体转型与集团战略
南方报业全媒体转型的实践与思考
南方报业传媒集团社长 杨兴锋
南都全媒体集群方略
南都全媒体集群执行总裁 庄慎之
用户驱动与传媒变革
浙江日报报业集团社长、浙报传媒董事长 高海浩
发展优势业务 开发优质资源
——大众报业集团的战略实践与理论思考
大众日报报业集团董事长、党委书记 傅绍万
报业创新与传媒转型
广州日报报业集团社长 汤应武
纸媒转型热的冷思考
暨南大学新闻与传播学院院长 范以锦
Book Abstract

《传媒领袖演讲录》:
二、新兴媒体与传统媒体密切互动在前面,我讲了互联网的发展和新兴媒体的崛起,对我们南方报业传媒集团产生的影响:
一是互联网影响到我们传统媒体的议题设置。互联网上很多话题是传统媒体不能够使用的。
二是网络传播会影响我们传统媒体的报道风格。现在我们很多报纸,甚至有时候整版引用互联网的网络言论,文字风格也受到互联网的影响。举个例子来说,现在很多词大家都已经司空见惯了。其实,没有大规模出现之前这些词到底合适不合适,这些词到底是什么意思,大家并没有仔细摸索清楚。比如说“kao”这个字,现在我们评论里面也有用这个字的情况,又比如“屌丝”等,这些都是非常脏的字眼,甚至比国骂还要脏,父母教小孩不应该用这些字。但是我们的记者,或者说我们的评论员也好像完全司空见惯了。我和互联网打交道多年,我知道这些词是怎么来的。
三是网络用户影响传统媒体的思想。现在是第一代通过互联网阅读的时代,通过互联网阅读,对传统媒体的冲击肯定是会有的。因为一个很残酷的现实就是,我们对新闻的版权保持不够。
四是新闻阅读在网络阅读时代值不值钱。其实,网络阅读很大~部分来自我们南方报业传媒集团,但是读者没有支付任何费用,我们就当成服务社会。
五是网络营销影响传统媒体的经营效益。互联网的传播向电子商务方向发展影响我们的经营。
那么主流媒体怎么应对?我觉得概括起来就是四个原则。
1.从内容上讲:面对网络舆论热点,我们要关注、要引导,但是不能盲从。我们要始终有主流媒体秩序,有责任担当,不能说互联网媒体说什么,我们就跟着转什么。
2.面对网络舆论的关键是要甄别。我觉得是学生也好,知识分子也好,非常重要的一点就是对知识的甄别。很多场合我跟朋友聊天,朋友会说互联网应该传什么不应该传什么。我就问他:“以你本身的判断能力,你觉得这些东西可信吗?”有可能信息本身的缺陷很明显,但我们很多人转发这个信息时,有没有想一想这个信息是否靠谱,值不值得转发。对我们媒体更应该这样要求。
3.面对网络营销的到来,要如何应对,这是一个很重要的问题。我想等两三个月,这个话题我会谈得很清楚。南方报业传媒集团向数字化转化,在全国做得比较早,向全媒体转型也有很大成就。什么是真正的互联网化,怎样成为真正的互联网媒体,如何与互联网媒体进行竞争,这些方面我们都在积极应对。我们向互联网转化我们的品牌优势和内容优势,作用已经开始凸显了,同时为不同的转型发展形成支撑。
4.面对互联网特色,我们该如何做?对全盘互联网化,我持怀疑态度。譬如南方报业传媒集团,我们拥有一个强大的新闻品牌,我们甚至可以不做新闻媒体,我们做网络媒体全盘互联网化。起码从现在来说,我认为全盘互联网化是不一定靠谱的。而与互联网媒体竞争时,我们一定要凸显自己的个性,依托自己的优势,做自己该做的事情。在主流媒体如何应对上,在这里我给大家举个例子,解释一下当网络上发生争端时,我们应该怎么做。2011年6月底,渤海发生溢油事故。事发公司几天都没有消息披露,互联网上演化得非常复杂。南方周末记者经过非常艰苦的取证后给了一个独家报道,他们没有针对央企的垄断、美国公司的在华作恶、政府主管的软弱无能等,而是以专业的态度探讨中海油和康菲公司的责任化和生态责任法等问题。
基于这个传播规律,首先报道的媒体具有设定议题、牵引议题以及引导舆论的责任。所以,我们在渤海溢油事故后一直在引导舆论。另外,面对网络舆论场,我们要打通两个舆论场。不能够分离、巩固和扩大国内的舆论监督。
……

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