摘要
在平台逻辑与制度目标双重张力下,传统“媒体融合”范式已难以解释主流媒体在多平台生态中的传播行为机制。本文以“传播调适”为中观理论,为分析主流媒体系统性变革提供理论工具。在文献综述基础上提出转变的三重逻辑“目标逻辑-操作逻辑-核心逻辑”,阐释主流媒体如何通过“做减法”“认知争夺”与“明确使命担当”实现结构减重与价值引领。进一步,文章建构“传播调适”的理论支撑基础与结构模型,从制度回应机制、意识形态嵌入机制、平台治理机制等方面分析其理论根源,并系统界定“传播调适”的内涵、谱系与创新形态。最后,通过边界测试与反事实推演验证其理论解释力,凸显“传播调适”作为中观理论在推进主流媒体系统性变革中的适用性与扩展性。该研究有助于理解当前中国主流媒体在组织-用户-平台耦合场域中的传播结构再组织过程,推动从“媒体融合”向“系统性变革”的理论转型。
Under the dual tensions of platform logic and institutional imperatives,the traditional paradigm of"media convergence"is increasingly inadequate for explaining the communicative behavior of mainstream media in a multi-platform ecology.This article proposes"communication adaptation"as a mesoscopic-level theory to analyze the systemic transformation of mainstream media.Building on a comprehensive literature review,it puts forward a threefold logic of transformation-goal logic,operational logic,and core logic-to explicate how mainstream media achieve structural lightening and value orientation through strategies such as""subtraction",""cognitive competition"and"mission articulation".Further,the study constructs the theoretical foundations and structural model of communication adaptation,drawing on mechanisms such as institutional response,ideological embedding,
作者
喻国明
李钒
臧秀峰
Yu Guoming;Li Fan;Zang Xiufeng(School of Journalism and Communication,Beijing Normal University;Innovation and Future Media Experimental Platform,Beijing Normal University)
出处
《新闻界》
北大核心
2025年第6期28-40,共13页
关键词
传播调适
主流媒体系统性变革
媒体融合
中观理论
communication adaptation
systemic transformation of mainstream media
media convergence
mesoscopictheory
