摘要
推进主流媒体系统性变革对主流媒体和地方政府的资源配置提出了挑战,传统主流媒体可通过“资源拼凑”挖掘自身媒体资源,通过“资源寻求”以制度性优势融入外部资源打造媒体综合服务平台。本文以根据公开信息获得的13家主流媒体上市公司2018―2024年398次资源获取事项为研究样本,采用fsQCA方法,从经营绩效层面实证不同资源支持组合对主流媒体平台建构的影响。研究表明:强大的媒体内容与广电网络资源以及牌照资源是主流媒体挖掘自身资源、实现平台化的“媒体资源组合”型策略;政务大数据和智慧城市建设等政策性项目资源,是实现平台化的“外部资源组合”型策略;而获得媒体资源和政府性资源双重支持是实现平台化的“内外资源组合”型策略。资源支持的组合策略能够有效提升新型主流媒体的经营绩效。
Promoting the systematic transformation of mainstream media presents significant challenges for resource allocation among mainstream media organizations and local governments.Traditional mainstream media can optimize their development by engaging in"resource piecing,"which leverages internal media assets,and"resource seeking,"which integrates external resources with institutional advantages,to build comprehensive media service platforms.This study analyzes 398 publicly disclosed resource support announcements issued by 13 listed mainstream media companies between 2018 and 2024.Employing the fuzzy-set Qualitative Comparative Analysis(fsQCA)method,the research empirically examines how different combinations of resource support affect the platformization of mainstream media from the perspective of business performance.The findings reveal three strategic patterns.Media Resource Combination—leveraging strong media content,broadcasting network infrastructure,and license resources to drive internal platformization.External Resource Combination—utilizing government-backed resources,such as big data and smart city initiatives,to support platform development.Mixed Resource Combination—integrating both media and government resources to achieve platform transformation.The study concludes that a synergistic combination of internal and external resource strategies significantly enhances the operational capacity and platformization process of mainstream media organizations.
作者
盛虎
岳施旭
唐苗
Sheng Hu;Yue Shixu;Tang Miao
出处
《传媒观察》
2025年第6期62-74,共13页
Media Observer
基金
国家社科基金:后期资助项目“新型主流媒体平台化的战略演进与运营创新研究”(24FXWB023)的阶段性成果。
关键词
新型主流媒体
平台化
媒体资源拼凑
产业资源寻求
资源组合
经营绩效
mainstream media
platformization
media resource bricolage
industrial resource seeking
resource combination
business performance
