摘要
本文采用深度访谈与田野式观察的方法,以J广播电视集团融合实践为例,揭示媒体融合战略下传统媒体转型过程中组织文化转型的困境,并指出这一困境主要源于组织文化惯性。要解决这一问题,首先,必须转变组织的自我意识,打破原有文化中单一发展路径,打造开放的平台;其次,改造组织的自我意识系统,构建组织新文化,建立共享文化体系。
This article adopts the methods of in-depth interview and field observation,taking the integration practice of J Broadcasting and Television Group as an example,reveals the dilemma of organizational cultural transformation in the process of traditional media under the media integration strategy,and points out that the dilemma mainly stems from organizational cultural inertia.To solve this problem,firstly,we must change the organizational self-awareness,break the single development path in the original culture,and build an open platform;secondly,we should transform the organizational self-awareness system,build a new organizational culture,and establish a shared cultural system.
出处
《中国网络传播研究》
CSSCI
2018年第1期-,共12页
China Computer-Mediated Communication Studies
关键词
媒体融合
电视媒体
组织文化
共享文化
media convergence
television media
organizational culture
shared culture
作者简介
张静,南京大学新闻传播学院讲师,研究领域为大众媒介与管理
