商务传媒学院知识库

在我国“四级媒体”的层次架构中，省级媒体是仅次于中央级媒体的区域性 的技术平台和传播平台。2014 年，习近平总书记提出“建成几家拥有强大实力 和传播力、公信力、影响力的新型媒体集团”，此后，我国诞生了一批包括南方 全媒体集团、天津津云新媒体集团等在内的省级新媒体集团。2018 年 10 月，甘 肃新媒体集团正式挂牌成立，虽然起步较晚，但五年间，甘肃新媒体集团在多样 化探索的过程中，形成了“两端一网一云”的全媒体发展格局，为西部地区的媒 体融合增添了新的实践样本。目前，相关研究多集中于具有代表性的“头部”媒 体集团，针对发展阻碍偏多的“西北地区传媒集团”的研究量较少，研究样本不 具时新性。
因此，为及时回应“欠发达地区传媒发展的特殊性关注不足”的问题，本文 基于媒介生态学视角，将问题聚焦于:特定的媒介生态环境下，甘肃新媒体集团 采取了怎样的融合实践策略。本文首先梳理了甘肃新媒体集团发展的历史脉络， 并引入媒介生态学中“内生态”与“外生态”概念，对甘肃新媒体集团的媒介生 态环境进行分析，揭示其融合现状及背后交织的生态逻辑，并以此为基础得出甘 肃新媒体集团的“基础生态位”与“实现生态位”;其次，基于集团所处的媒介 生态位及相关媒介生态因素，研究采用深度访谈法与参与式观察法，并以“五大 媒介生态观念”作为理论架构，深入探究甘肃新媒体集团在创新管理、内容建设、 技术支撑及运营模式等维度所采用的适应性策略;再次，结合笔者所观察到的集 团融合建设现状，认为媒介中心主义残存、跨界范围窄以及“人才-技术-资金” 困境共同构成了当下甘肃新媒体集团发展的桎梏;最后，文章从“生态位细分” “生态位创造”与“生态位分离”三重理论视角，为甘肃新媒体集团未来

融合发 展之路提出建议，同时能够对那些起步晚、资源有限的欠发达地区的新媒体集团 发展提供一些参考。

In the hierarchy of "four-level media" in China, provincial media is the regional technology platform and communication platform second only to the central media. In October 2018, Gansu New Media Group was officially established. Although it started late, in the past five years, Gansu New Media Group has formed an all-media development pattern of "one network at both ends and one cloud" in the process of diversified exploration, adding new practice samples for media integration in the western region. At present, most of the relevant studies focus on the representative "head" media groups, and the amount of research on the "Northwest media groups" with more obstacles to development is small, and the research samples are not up-to-date.
Therefore, in order to timely respond to the problem of "insufficient attention to the particularity of media development in underdeveloped areas", based on the perspective of media ecology, this paper focuses on: what kind of integration practice strategy has Gansu New Media Group adopted under a specific media ecological environment. This paper first combs the historical context of the development of Gansu New Media Group, introduces the concepts of "inner ecology" and "outer ecology" in media ecology, analyzes the media ecological environment of Gansu New Media Group, reveals its integration status and the interweavingecological logic behind it, and draws the "basic ecological niche" and "realization ecological niche" of Gansu New Media Group on this basis. Secondly, based on the media niche and related media ecological factors of the Group, in-depth interview method and participatory observation method are used in this study, and "five media ecological concepts" are taken as the theoretical framework to deeply explore the adaptive strategies adopted by Gansu New Media Group in innovation management, content construction, technical support and operation mode. Thirdly, combined with the current situation of group integration construction observed by the author, the author believes that the survivalism of media centrism, narrow cross-border scope and the dilemma of "talent - technology - capital" constitute the shackles of the current development of Gansu new Media Group. Finally, from the perspective of "niche segmentation", "niche creation" and "niche separation", the paper puts forward suggestions for the future integration and development of Gansu new Media Group, and provides some references for the development of new media groups in underdeveloped areas with late start and limited resources.