新媒体时代《南方都市报》的融合发展研究 摘 要 在描述了报媒移动转型的时代背景、机遇挑战之后，本文便开始以《南方都市报》为例，探索传统报媒面对新媒介生态所开展的移动转型。虽然纸媒在积极进行移动化转型，但实际转型过程中存在诸多问题。因此，文章论述了在报媒进行移动化转型过程中存在的比如内容同质化、报道方式单一等问题，以及对应的策略分析。综观《南方都市报》的内部媒介生态构建，对案例《南方都市报》面对新媒体挑战后的移动转型进行分析，从其利用生态位分离和生态位创造进行移动传播矩阵的构架、面对信息爆炸环境下的信息匮乏，进行精品内容的打造、利用生态位的细分强化用户的使用体验、通过不同类型媒介间的整体互动进行信息的立体互动传播等方面进行考察，分析作为传统纸媒代表的《南方都市报》在针对新媒体的软肋发力、冲出发展重围进行移动化转型的路径。如在报媒进行移动转型的过程中要更加的注重内容的价值，同时要增强受众的互动体验、报纸的品牌意识等。关键词:新媒体；南方都市报；生存；转型发展Abstract After describing the background and opportunity challenges of the media transformation of the media, this article began to use the Southern Metropolis Daily as an example to explore the mobile transformation of the traditional media in the face of the new media ecology. Although the paper media is actively undergoing a mobile transformation, there are many problems in the actual transformation process. Therefore, the article discusses the problems such as content homogeneity and single reporting method in the process of mediation transformation of newspapers, and the corresponding strategy analysis. Looking at the internal media ecological construction of Southern Metropolis Daily, analyze the mobile transformation of the case Southern Metropolis Daily after facing the new media challenge, and use the niche separation and niche creation to construct the mobile communication matrix. The lack of information in the information explosion environment, the creation of qua...
