全媒体时代主流媒体系统性变革的演进逻辑、实践样态与优化路径

Evolutionary Logic, Practical Patterns and Optimization Pathways of Systematic Transformation of Mainstream Media in the All-Media Era

摘要: 本文以制度同构理论、媒介场域理论等为分析框架，将“系统性变革”从政策话语转化为学术话语，在 系统梳理媒体融合十年政策演进与实践历程的基础上，深度阐释其核心内涵、深层逻辑与实践导向。通 过剖析央媒及多家地方媒体的创新实践，提炼其成功经验；同时结合当前主流媒体面临的各种问题与困 境，提出针对性的优化路径，以期为主流媒体构建全媒体传播体系、打造具有强大传播力、引导力、影 响力、公信力的新型主流媒体提供理论参考与实践借鉴。

Abstract: Employing theoretical frameworks such as institutional isomorphism theory and media field theory, this paper transforms the policy discourse of “systematic transformation” into academic discourse. Based on a systematic review of the decade-long policy evolution and practical progress of media convergence, it conducts an in-depth interpretation of its core connotations, underlying logic, and practical orientations. By analyzing innovative practices of central media outlets and multiple local media organizations, the study extracts their successful experiences. Meanwhile, addressing vari-ous challenges and predicaments confronting mainstream media today, it proposes targeted opti-mization pathways, aiming to provide theoretical references and practical insights for mainstream media to construct an all-media communication system and develop new-type mainstream media with strong communication power, guidance capability, influence, and credibility.