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走出“中央厨房”三大认识误区

2018-06-18 13:55:19 来源: 人民日报
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????“中央厨房”不是万灵药,不是为了建设而建设。不破除思想藩篱、拨正错误认识,一味盲目地建设“中央厨房”,并不能真正达到效果。

????能否满足受众的信息需求、观点需求、情感需求、趣味需求,连接受众、聚拢受众、沉淀受众,是现阶段媒体深度融合亟须解决的问题,也是评价“中央厨房”机制成功与否的真正标准。

????近年来,传统媒体为了适应媒体和舆论环境变化,纷纷采用新的传播形式与手段进行新闻报道。然而,由于新闻采编机制体制各有不同,新老媒体出现了“两张皮”的问题。以人民日报社为代表的一批中央主流媒体,正在加速推进“中央厨房”建设,力图打破这种困境,取得了阶段性成效。

????“中央厨房”是新闻生产的大脑和神经中枢,打破了旧有体制机制藩篱,融通采编发环节,促使传统媒体更加有效地统合新媒体,确保资源的有效流通与共享,推动形成从以报纸为中心转向报纸与新媒体并重的全媒体生产机制。

????有人认为“中央厨房”仅仅是一个新的发稿平台,这是一种错误观点。“中央厨房”是一条流淌着的大河,它的上游是各种新闻事实;经过记者的采写或策划,来到中游;最后,经由“把关人”的编辑与审核,形成相应的媒介产品,到达下游,形成一种有机运动的生态系统。

????也有人认为“中央厨房”是一种适用于互联网的媒介产品“生产商”。这种看法盲目、歪曲地理解了“中央厨房”的性质和定位。作为信息“航母”、新媒体项目的孵化器,“中央厨房”的产生是为了帮助传统媒体拓展新的传播渠道和方式,成功“加载”新媒体。同时做到信息传播的分众化、定制化,实现内容生产与用户需求的良性循环。可以说,“中央厨房”能够充分激发内容生产在媒体融合发展中的活力,但绝不仅仅是内容生产本身。

????还有人认为打造“中央厨房”,就是打造资本运作平台、经营创收平台。这种看法也不正确。“中央厨房”,其实质是媒体的资源整合平台、优势嫁接平台,对工作平台、技术支撑体系、全媒体内容管理系统、传播效果监测反馈系统等资源聚合、整合、融合,形成一个共享内容、节约新闻生产成本的高效高质传播体系。资本的投入对推动“中央厨房”建设至关重要,但获得资本力量并不是“中央厨房”的目的。“中央厨房”的运营,旨在创新生产机制、推进深度融合、提升宣传效益。

????“中央厨房”建设,大大提升了新闻采编和内容分发的质量和效率。但“中央厨房”不是万灵药,不是为了建设而建设。不破除思想藩篱、拨正错误认识,一味盲目地建设“中央厨房”,并不能真正达到效果。“中央厨房”机制应借助传统媒体已经形成的品牌优势,进一步整合网站、微博、微信、客户端的品牌力量,包装一批在行业中叫得响的名产品、名栏目、名记者,做好“品牌+”布局,形成一种聚合的品牌效应,进一步释放新闻生产力,进一步增强产品吸引力,进一步提高传播影响力。

????媒体对社会文化的构建与影响,是与受众共同完成的。有人的地方才有媒体,受众拥有自己的信息茧房。能否渗入到这些定式化的阅读习惯中去,满足受众的信息需求、观点需求、情感需求、趣味需求,连接受众、聚拢受众、沉淀受众,是现阶段媒体深度融合亟须解决的问题,也是评价“中央厨房”机制成功与否的真正标准。(作者:张天培)

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