互联网视域下的主流媒体系统性变革

Core Viewpoint - The article emphasizes the transformative impact of the internet on mainstream media, necessitating a systemic overhaul rather than mere tactical adjustments [1][2]. Group 1: Decentralization and Restructuring - The internet has fundamentally reshaped the logic of information dissemination and social connections, leading to a decentralization of communication power that undermines traditional hierarchical structures [2][3]. - Mainstream media must adapt to a decentralized, real-time interactive environment to remain relevant, moving away from isolated operations to a more integrated approach [2][3]. Group 2: Digital Transformation and User Engagement - The shift from agenda-setting to user-driven, data-informed content distribution requires mainstream media to digitize their production processes and understand user data to effectively reach audiences [3][4]. - The new media landscape demands that mainstream media evolve from mere information providers to active participants in governance and community engagement, enhancing their connection with the public [5][6]. Group 3: Opportunities in the Internet Era - The internet presents unprecedented opportunities for mainstream media to break traditional boundaries and achieve precise audience targeting through data analytics and user profiling [4][5]. - By leveraging internet capabilities, mainstream media can enhance their perception of public opinion and proactively guide discourse, transitioning from reactive to proactive roles in crisis situations [4][5]. Group 4: Strategic Pathways for Transformation - A shift from short-term content subsidies to long-term investments in media infrastructure is essential for sustainable growth in the digital age [6][7]. - Collaboration and shared technological resources can help local media focus on content creation and user engagement while minimizing operational costs [7][8]. Group 5: Governance and Local Engagement - Mainstream media should actively participate in local governance and community services, utilizing their credibility to become integral players in local development and smart city initiatives [8][9]. - The evaluation metrics for media performance should evolve to include diverse indicators of quality and engagement, moving beyond mere traffic metrics to assess long-term value creation [8][9].