Based on long-term industry practice and media research,taking the 10th anniversary of media convergence as the node,this paper analyzes the construction practice of new mainstream media in China,and points out that there are three misconceptions in its practice:incompatibility of system,unreasonable drive,inaccurate goal and backward transformation model.Through historical review and practical investigation,it points out that the root cause of the problem lies in the neglect of its own institutional advantages and the value of scarce resources,and the lack of targeted self-positioning.The feasible path for the construction of new mainstream media is proposed,including adhering to the concept of"endogenous innovation",making full use of institutional advantages to obtain new scarce resources,and adopting the idea of"great integration"to build an independent and controllable platform.
new mainstream mediaforced transformationendogenous innovationresourceful development
NETL
NSTL
万方数据
