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媒体融合不能忽视优质内容生产
2018-06-19 08:48:09  来源: 中国新闻出版广电报

“中国的媒体融合进程正大踏步向前,亮点颇多,但其中也有隐忧。一个重点是:炒菜的人越来越多,而种地产好粮食的却在减少。”全国两会期间,全国政协委员、中央电视台主持人白岩松的这个观点引起了很多人的关注。

在过去几年中,媒体融合的发展速度就像跨入了高速列车时代,从中央媒体到地方媒体,媒体融合进程快速推进。在大家火热追逐传播新技术之时,对优质内容生产的呼声也越来越高。

全国政协委员、中国作家协会副主席何建明就以文学期刊为例,提到了文学期刊融合发展中的改革与困惑。尽管国家在文学期刊发展上做了不少投入,但好的作品却屈指可数。

就像高速发展中的中国电影,一年有那么多部影片诞生,但老百姓喜闻乐见的并不多。对此,全国政协委员、著名导演韩三平认为,要解决大量影片同质化、简单化导致的欣赏性、艺术性不强的问题,还是需要解放思想。

内容为本,从媒体诞生的第一天起,就是其安身立命之法。之所以如今被当做重点来关注,与当前的传媒环境变化不无关系。全国政协委员、中南影业首席执行官刘春提到,自媒体平台大量兴起,其骨干人才大多来自传统媒体,这就导致传统媒体创造优质内容的人越来越少。即使有优质内容出现,也难逃被非法转载、侵权,维权艰难的困境。

用全国人大代表、上海广播电视台首席主持人曹可凡的话说,融媒体发展是未来的方向,技术革新肯定会给人们的生活带来变化。比如,未来人工智能也会体现在传播方式上。“但应该看到,所有的新技术都是为内容服务的,离开内容的技术是没有生存价值的,所以,在技术更新换代的基础上,更应该注重对内容的挖掘和提升。”

对此,白岩松直言,媒体融合的结果应该是以内容为王,媒体的命题永远是如何提供能够打动人的内容。如果我们的注意力总是盯着技术上发生的变化,以后也会出现更多新的技术,但内容如果是空洞的,反而更可笑。

全国人大代表、西安广播电视台主持人孙维对此持相同态度。在她看来,媒体融合不管发展到相加还是相融,不管是线上还是线下,媒体都不应该忘记自己推送的内容要感动人、打动人,要用受众最熟悉的语言讲好中国自信的故事。

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责任编辑: 四海

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