| The impact of new media,the tremendous changes in the media industry,and the reconstruction of the media ecology,not only put the regional mainstream media into the dilemma of development,but also inspired its positive change.Constructing a media platform has become an important path in the media convergence.This research put forward the concept of “ecological” media platform,from the perspective of ecological thinking,discuss the construction of the media platform.The research is based on the ecological theory,using the method of inductive deduction,participatory observation and in-depth interview to interpretation the concept of “ecological media platform”,the logic of this research is "what-why-how ".The theoretical resources are ecological systems theory,information ecological chain theory and platform economics theory.This research hopes to provide theoretical guidance and practical experience for the construction of the media platform in regional mainstream media.The main contents of this research are summarized as follows:The first chapter is to "propose questions." It introduces the origin and significance,and do a research review in domestic and international.Define the core concept “media platform”,determine the scope of the research object as “self-built media platform” of“regional mainstream media” and show the research framework.Chapters 2 is to analyze problems.It mainly introduces the logic behind the concept of“ecological” is ecological thinking.The essential connotation of “ecological” media platform is an ecological organization with adaptive characteristics and vitality,which taking ecological thinking as the construction principle,it can utilize resources efficiently.And the further discuss is about its features of thinking,organizational and chain of the ecological media platform.This ecological organization is mainly composed of service ecosystem,product ecosystem,content ecosystem,management ecosystem and technology ecosystem.The media ecological chain is the chain structure to transfer energy,material,information,value,technology in the media platform ecosystem.The fundamental task of the ecological media platform is to construct a platform ecosystem which is well-ordered,symbiotic and win-win.Its ultimately goal is to achieve a high degree of social,ecological and economic benefits.The third chapter is the expanding of “analysis of problems".It is mainly making themulti-dimensional confirmation of the ecological media platform.This chapter shows that building an ecological media platform is a proper choice to respect the law of China’s media development,and it is also an objective promotion of the competition and integration practice of the media industry.The feasibility of the construction of ecological media platform mainly comes from the external conditions which are mature and the special advantages within the regional mainstream media.The fourth chapter is the research of practical issues.It mainly focuses on the typical case named "Yangtze Cloud" media platform to discusses its practical experience and problems as the pioneer of ecological media platform construction.Chapters fifth is to "Solve Problems".The fifth chapter focuses on the problems and causes in the construction of ecological media platform.The problems include the imbalance of quality and quantity of ecological nodes.The problem of structural stagnation and resource vacancy in media ecological chain.The problems of lower social,ecological and economic benefits in the ecosystem.The main reason for these problems lies in the laggard modes of thinking,the lack of operational mechanism,and the imperfect security mechanisms.The sixth chapter puts forward corresponding optimization suggestions and countermeasures.First,to require regional mainstream media to establish ecological thinking actively.Second,it is necessary to improve the self-organization ability and comprehensive quality of the core nodes in the media ecological chain;control the quantity of core nodes in the ecological chain to optimize the link structure;improve the chain operation mechanism to ensure the effectiveness of the media ecological chain.Third,in order to ensure the sustainable development of the ecological media platform,it is necessary to explore the talent security system;establish a capital security system;improve the policy and regulation system.The seventh chapter carries out summary and reflection of the research which mainly summarize the core viewpoints of this research,reflect on the inadequacies,and look forward to the future research direction. |
