Field Competition:Breaking through the Dilemma of media convergence for Media Subsidiaries in Prefecture-Level Cities
Prefecture-level media subsidiaries play a significant role in media convergence research,yet they have received relatively little attention in previous studies.Investigating the practical challenges of media integration within these subsidiaries can drive further progress in media convergence across all levels in our country.Within the context of media convergence practice,understanding the media landscape of prefecture-level media subsidiaries hinges on location,capital,and habitus considerations.In this media field,these subsidiaries occupy a marginal and fluid position,characterized by capital constraints and exchanges,as well as habitus-related constraints and breakthroughs.This dynamic manifests primarily through internal and external competition and cooperation.Internally,while there is some collaboration among prefecture-level media subsidiaries in terms of brand influence and information sharing,internal competition has led to challenges such as channel loss,resource competition,talent shortages,technological backwardness,and managerial rigidity.Externally,these subsidiaries compete with provincial and county-level media for channels and advertising profits while also engaging in technical and business collaborations with external partners.Overall,the progress of media integration among prefecture-level media subsidiaries tends to favor internal competition and external cooperation.These dual dynamics underscore the ongoing tensions within the field of prefecture-level media subsidiaries.
fieldprefecture-level city mediamedia convergencesubsidiaryinternal competition
NETL
NSTL
万方数据
