摘要：本文聚焦主流媒体主播播报类短视频从"边缘"尝试到现象级"爆款"的转型实践，以@大象新闻、 @闪电新闻2025年5至7月的166条高点赞量主播播报类短视频为研究样本，通过样本编码的形态创新分 析，系统揭示其传播逻辑与核心特征。研究发现，其"爆款化"源于内容形态创新、选题精准匹配与深度 平台协同的多重驱动。在此基础上，本文从内容创新、平台协同、政策引导三个维度，提出构建长效传 播生态的优化路径。 关键词：主流媒体；主播播报类短视频；传播逻辑；爆款特征；生态构建 1 引言：从"边缘"到"爆款"的转型困局 （一）研究背景：短视频生态的双重矛盾与突破信号 根据本研究团队2025年对短视频平台和主流媒体协同传播的专项调研报告（覆盖10余家媒体、2204份用 户问卷，以下简称《报告》），80%的用户选择抖音为最常接触新闻资讯的渠道，微信朋友圈/视频号 以47%的占比位列第二，这意味着主流媒体若无法适配短视频平台生态，将直接丧失舆论引导的主阵 地。但现实是，地方媒体在短视频生态中面临双重核心矛盾： 1.原创性不足：权威稀释与内容边缘化的双重挤压 一方面，"二创为主、原创为辅"成为多数地方媒体短视频内容生产的主流，并且直 ...

□ 陈月飞 传播权力的"去中心化"消解了传统科层制的组织效能。大众传播时代的主流媒体，作为信息枢纽拥有排 他性"定义权"。互联网构建的分布式传播网络，则让信息流动由单向可控转向多点并发和裂变式传播。 互联网已经成为舆论斗争的主战场。在这个高度去中心化、实时互动的"主战场"，属于上个时代等级森 严、按部就班的金字塔式组织架构，暴露出严重"时效差"和"语态差"。如果"主力军"还是传统采编部 门"单打独斗"、新媒体部门"另起炉灶"、技术部门依旧处于边缘，就无法挺进"主战场"。 分发逻辑的"算法化"迫使生产流程进行数字化再造。传统媒体的核心运作基于"议程设置"，即"我播你 看"。互联网时代的信息分发已转向"用户导向"和"数据驱动"。主流媒体如果不进行生产流程数字化改 造，缺乏对用户数据的掌握和分析，便难以穿透商业平台的"算法黑箱"实现信息有效触达。谁掌握了互 联网，谁就把握住了时代主动权。要把握主动权，主流媒体就必须从单一的内容生产转向以用户数据掌 握和舆论态势感知为起点的智能化生产模式，实现从"大水漫灌"到"精准滴灌"的转变。 社会连接的"泛在化"重塑了媒体的功能定位。互联网深刻改变了人与人、人与社会、人与服务的连 ...

深刻理解把握习近平法治思想的重大意义。习近平法治思想坚持运用马克思主义立场观点方法观察时 代、把握时代、引领时代，深刻揭示社会主义法治建设的本质和规律，指导新时代全面依法治国实践。 这一重要思想深深植根于中华优秀传统法律文化，积极借鉴人类法治文明有益成果，紧密结合新的时代 条件和实践要求，创造性提出一系列新理念新思想新战略，在理论上有许多重大突破、重大创新、重大 发展，为发展马克思主义法治理论作出了重大原创性、集成性贡献。这一重要思想科学总结我们党探 索、建设、推进法治的理论成果、制度成果、实践成果，在新时代全面依法治国的时代背景和实践条件 下创立并不断发展，在全面依法治国实践中展现出强大真理力量和独特思想魅力。党的十八大以来，正 是在习近平法治思想指引下，我们解决了许多长期想解决而没有解决的法治难题，办成了许多过去想办 而没有办成的法治大事，擘画了新时代全面依法治国的宏伟蓝图，开创了法治中国建设新局面。 深刻理解把握习近平法治思想的科学方法论。全面依法治国是国家治理领域一场广泛而深刻的革命。当 前，我国发展处于战略机遇和风险挑战并存、不确定难预料因素增多的时期。面对时代和实践提出的重 大任务、重大问题、重大 ...

中国新闻史学会应用新闻传播学专业委员会创会理事长、复旦大学特聘教授张志安介绍说，本年度"应 用新闻传播十大案例"的主题聚焦于主流媒体系统性变革，遴选案例时注重代表性、典型性、差异性， 案例无法全面覆盖、但要突出引领价值。"当下媒体变革已由单一技术升级，转向涵盖内容生产、组织 结构与全媒体传播体系在内的系统性重构，新闻传播教育也正从传统新闻传播范式拓展为面向新传播生 态的公共传播范式。"他从学术与产业融合的整体视角，对主流媒体转型的系统性逻辑进行了概括性阐 释，"智能技术特别是大模型的广泛应用，正在深刻改变新闻生产方式与传播形态，也对专业规范、人 才培养与行业治理提出新的挑战。" 新书发布环节，由南方日报出版社出版的《中国应用新闻传播十大创新案例（第八辑）》正式发布。南 方日报出版社社长周山丹、副总编辑刘志一,与本书主编、复旦大学新闻学院张志安和陶建杰教授见证 图书首发。 主旨论坛环节，人民日报社健康时报副总编王君平、新华报业传媒集团总编辑顾雷鸣、南方报业传媒集 团副社长侯小军、湖南广播电视台战略发展部部长姚远、智通财经总编辑刘永钢、传播大脑首席技术官 张健、深圳报业集团副总经理朱永峰、湖州市新闻传媒中心党委书 ...

本次活动以"'人工智能+'主流媒体系统性变革"为主题，由广西壮族自治区党委宣传部、中国社会科学 院新闻与传播研究所、清华大学新闻与传播学院共同主办。会上发布了《中国新闻年鉴》（2024卷）新 书、《中国新闻年鉴》优秀资料员名单以及《中国新闻年鉴》关注的主流媒体系统性变革和智能传播创 新优秀案例名单，启动了首届全国大学生AI内容创作大赛。 本次活动还设置了主旨发言和4场专题研讨，300余名嘉宾和代表汇聚一堂，共谋深化主流媒体系统性变 革良策，共话全媒体传播体系建设创新路径。 本报南宁12月12日电 （记者张云河）12月12日至13日，第三届全媒体传播体系建设创新研讨活动暨第 四十二届《中国新闻年鉴》年会在广西南宁举行，第十二届全国人大教育科学文化卫生委员会主任委 员、原国家新闻出版总署署长柳斌杰，人民日报社副总编辑崔士鑫，广西壮族自治区党委常委、宣传部 部长陈奕君出席并致辞。 （文章来源：人民日报） ...

Core Viewpoint - The conference in Chengdu focused on how mainstream media can leverage artificial intelligence (AI) for systemic transformation, emphasizing the need for innovation in technology and product leadership in the media industry [1] Group 1: AI Implementation and Media Transformation - Zhao Zizhong from China Media University highlighted that the systemic transformation of mainstream media has moved from policy advocacy to practical implementation, driven by economic foundations and intelligent development [2] - The "Communication Brain" technology company has developed a media-specific large model, which has been approved by the Central Internet Information Office, marking it as the first of its kind in the country [2] - The CTO of "Communication Brain" shared that the core of media practice is to deeply integrate large models with media operations, enhancing user experience by transforming channels into interactive service products [2] Group 2: Future Directions and Innovations - "Communication Brain" aims to develop tools for media productivity, create intelligent dialogue systems, and overcome challenges in short video news production regarding accuracy and compliance [3] - The CEO of Zhito Finance discussed the current stage of AI in media as L2-level human-machine collaboration, detailing their practices in content planning, production, and multi-modal content generation [3][5] - The New Beijing News emphasized the importance of maintaining high-quality content amidst technological advancements, advocating for a balance between technology and traditional journalism [6] Group 3: Technological Evolution and Media Integration - The Vice President of Chongqing Daily Media Group discussed the evolution of technology's role from support to driving and leading, entering a new phase of human-machine collaboration [7] - Chongqing Daily has created an open intelligent platform allowing media to select suitable AI technologies tailored to their unique characteristics [7] - The CEO of Meijing Technology highlighted the need for traditional media to transform their core competencies into standardized products to meet the demands of various industries [8]

Core Points - The 2025 Media Integration Development Forum was held in Qingdao, focusing on the theme "Systemic Reform, Integration Towards New" [8] - Over 300 participants, including officials, media representatives, scholars, and business leaders, gathered to discuss strategies for systemic reform and media integration [8] - The forum emphasized the importance of integrating advanced technologies into media production and dissemination to enhance the influence of mainstream media [8][9] Group 1: Systemic Reform and Media Integration - The forum highlighted the significant attention given by the central government to media integration and the systemic reform of mainstream media since the 18th National Congress [7] - Participants stressed the need for mainstream media to adopt internet thinking for resource allocation and to incorporate advanced technologies throughout the production and dissemination processes [8] - The forum featured three parallel sub-forums focusing on new forms and practices of integrated communication, digital intelligence integration, and new models and directions for intelligent media development [8] Group 2: Technological Empowerment - The rapid advancement of information technologies, particularly artificial intelligence, is reshaping media forms and public opinion ecology [9] - Mainstream media must leverage technological innovations to enhance their production and dissemination capabilities, ensuring they remain relevant in the digital age [14] - The integration of AI, big data, and blockchain technologies is seen as essential for driving systemic reform and creating a new landscape for media development [14][15] Group 3: Content and Value Orientation - The importance of ideological guidance and the promotion of mainstream values were emphasized as foundational for effective media reform [10] - The forum discussed the need for innovative content creation and expression to better convey the Party's innovative theories and values to the public [10] - Participants called for a focus on creating a comprehensive media ecosystem that balances content quality with technological advancement [17][18]

Group 1 - The core viewpoint emphasizes the necessity for mainstream media to undergo systematic transformation to enhance core competitiveness and sustainable operational capabilities [4][6][8] - Shanghai Media Group has initiated significant reforms, including shutting down five apps and restructuring two newspapers to align with internet dynamics, showcasing a shift towards an integrated media model [4][5] - The integration of technology and culture is highlighted as a key feature of media transformation, with a focus on developing autonomous capabilities in data, algorithms, and virtual reality [4][5] Group 2 - The importance of human capital in media transformation is stressed, with initiatives like the "Three Integration" projects aimed at empowering over 250 specialized studios [5][6] - The need for mainstream media to adapt to changes in communication structures and leverage market mechanisms is discussed, including the establishment of a diverse media market system [6][7] - The call for a new media ecosystem that integrates social systems and media systems is made, emphasizing the need for a comprehensive approach to media reform [8][9] Group 3 - The focus on enhancing the public relations and brand image of major corporations, such as China Nuclear Industry Group, through innovative communication strategies and media collaborations is noted [11][12] - The establishment of a comprehensive cultural communication platform by China Petroleum is highlighted, aiming for integrated operations across domestic and international media [13][14] - The restructuring of local media organizations, like Qingdao Daily, to create new advantages through technology and social governance integration is emphasized [14][15] Group 4 - The integration of local resources and the enhancement of media influence in Wuhan are discussed, with a focus on building a strong local media presence and collaborative efforts [16][17] - The Zhejiang Daily Group's strategy to consolidate mobile platforms and enhance user engagement through innovative content and technology is outlined [18][19] - The establishment of a "smart media" ecosystem through technological advancements and user interaction improvements is emphasized as a future direction for media organizations [19][20]

Group 1 - The core viewpoint emphasizes the necessity of systematic transformation in mainstream media, leveraging technology and innovative approaches to enhance content delivery and cultural exchange [1][2][3][4][5][6][7][8][9]. - Various media organizations are adopting AI and digital technologies to improve their operational efficiency and audience engagement, indicating a shift towards a more integrated media ecosystem [1][2][5][6][7][9]. - The focus on user-centric content production and the importance of understanding audience needs are highlighted as critical for the success of media transformation [4][9]. Group 2 - The integration of AI in media practices is seen as a key driver for enhancing productivity and creating new opportunities for content dissemination [5][6][7][9]. - There is a strong emphasis on the need for collaboration across different media platforms and sectors to create a cohesive cultural narrative and improve international communication [2][3][9]. - The development of new cultural business models and the exploration of innovative content delivery methods are essential for adapting to changing consumer preferences and technological advancements [5][9].

Core Insights - The 20th Central Committee's Fourth Plenary Session emphasizes the need for systematic reform in mainstream media, integrating news promotion and online public opinion management to enhance the guiding capacity of mainstream discourse [1] - The 2025 China New Media Conference, held from November 12 to 14, focuses on the theme of "Intelligent Power System Reform," addressing the deep logic of media transformation in response to the technological revolution [2][3] Group 1: Technological Integration - The conference highlights the importance of leveraging artificial intelligence and other technological innovations to drive media transformation and create a new landscape for mainstream discourse [1][2] - Media organizations are encouraged to build high-quality information flows and content that resonate with audiences, likening this to constructing "cultural mountains" and "era peaks" [2] Group 2: Content and User Engagement - The shift from "release thinking" to "communication thinking" is crucial for mainstream media to adapt to the internet era, focusing on user-centered approaches and enhancing the quality of content [6] - Successful media strategies involve creating engaging content that resonates emotionally with audiences, as demonstrated by the viral success of the short film "One Night" commemorating the 80th anniversary of the victory in the War of Resistance [6] Group 3: Systematic Reform and Internal Motivation - Mainstream media must act as "actionists and pragmatists" in driving systematic reform, integrating technology deeply into all aspects of media operations [7] - Initiatives like the "Three Become One" plan aim to transform journalists from mere writers to content curators, enhancing the visibility and impact of their work [7] Group 4: Community and Grassroots Engagement - Media organizations are encouraged to connect closely with community users, exemplified by platforms like "Neighbor Communication" that link local residents and businesses [6] - The importance of grassroots storytelling and authentic engagement is emphasized, with examples of media professionals using relatable narratives to connect with their audiences [8]