Guest editor's introduction to the special issue: multi-platform strategies
Guest editor's introduction to the special issue: multi-platform strategies
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客座编辑特刊介绍：多平台策略
DOI：
10.1080/16522354.2015.1027116
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发表时间：
2015
影响因子：
1.3
通讯作者：
Doyle G
中科院分区：
文献类型：
--
作者：
Doyle G
对于任何有兴趣分析媒体组织战略的人来说，近年来最值得注意和最普遍的趋势之一是采用“多平台”方法来制作和分发内容，即采用多种可能的传播手段和模式的方法。在大多数发达媒体经济体中，多平台战略已成为媒体公司如何适应互联网和数字融合增长的核心部分。媒体公司越来越多地采用所谓的多平台前景，例如在电视行业，这一点的特点是引入多平台调试（Sørensen，2014）以及利用流行内容品牌开发网站和其他数字产品（Doyle，2010）。多平台方法通常意味着在广泛的分发可能性范围内考虑内容的新想法，而不仅仅是单一的一种，如印刷或线性广播。关于多平台媒体战略的性质和重要性的问题在包括媒体管理、媒体商业研究和媒体经济学在内的领域的研究议程上占有重要地位，例如，在最近的许多会议和研讨会上，包括在爱沙尼亚塔林举行的2014年欧洲媒体管理协会年会上，“多平台”作为一个主题焦点的反复出现反映了这一点。此外，行业参与者、媒体业务战略家和政策制定者对了解是什么推动了各行业和地球仪的组织开始实施多平台战略以及这些战略的影响从未如此强烈。在关注现有媒体组织如何成功地适应先进技术的时候，这期《媒体商业研究杂志》的特刊汇集了一系列学术著作，有助于在快速发展的媒体生态环境中更全面地分析理解多平台战略的使用和潜在优势。建立在研究技术融合如何影响新闻编辑室和新闻制作实践的强大传统基础上（Achteneland & Raviola，2009; Deuze，2008; Domingo，2008; Erdal，2011; Schlesinger & Doyle，2015; Steensen，2009年），Juliane Lischka的文章调查了，对于在瑞士德语报纸工作的商业记者来说，转向多平台方法有助于克服工作常规和程序中可能适得其反的僵化。利什卡的调查显示，年龄和性别对新闻工作人员在工作方式上的创新、灵活和协作倾向影响不大，而资历水平，特别是新闻编辑室是否进行了重组，则是有影响的因素。她的结论是，融合的多平台战略可能有助于克服程序惰性和促进创新。蒂姆·德怀尔的文章还探讨了新闻制作如何受到向多平台过渡和向“数字第一”方式转变的影响。德怀尔不仅关注这如何影响生产过程和文化，还关注观众对内容的访问。根据对一些亚洲新闻媒体的分析得出的原始结论
For anyone interested in analysing the strategies of media organisations, one of the most noteworthy and prevalent trends of recent years has been a tendency towards adoption of a “multi-platform” approach to production and distribution of content, ie an approach that embraces multiple possible means and modes of dissemination. In most developed media economies, multi-platform strategies have become a core part of how media companies are adjusting to growth of the Internet and digital convergence. Media firms are increasingly adopting a so-called multi-platform outlook and, in the television industry for example, this has been characterised both by the introduction of multi-platform commissioning (Sørensen, 2014) and the development of websites and other digital offerings capitalising on popular content brands (Doyle, 2010). A multi-platform approach generally means that new ideas for content are considered in the context of a wide range of distribution possibilities and not just a single one such as print or linear broadcast. Questions about the nature and the significance of multi-platform media strategies are high on the research agenda of fields including media management, media business studies and media economics as is reflected, for example, in the recurrence of “multiplatform” as a thematic focus in many recent conferences and workshops, including the European Media Management Association annual conference 2014 in Tallinn, Estonia. In addition, interest amongst industry participants, media business strategists and policymakers in understanding what is driving organisations, across sectors and across the globe, to embark on multi-platform strategies and what the implications of these strategies may be has never been higher. At a time of concern about how incumbent media organisations can adjust successfully to advancing technology, this special issue of the Journal of Media Business Studies draws together a range of scholarly work that contributes to a fuller analytical understanding of the use and potential advantages of multiplatform strategies in the context of a rapidly evolving media ecology. Building on a strong tradition of research into how technological convergence is affecting newsrooms and news production practices (Achtenhagen & Raviola, 2009; Deuze, 2008; Domingo, 2008; Erdal, 2011; Schlesinger & Doyle, 2015; Steensen, 2009), Juliane Lischka’s article investigates the extent to which, for business journalists working at German-language newspapers in Switzerland, shifting to a multi-platform approach helps to overcome potentially counter-productive rigidities in work routines and procedures. Lishka’s survey reveals that whereas age and gender have little bearing on the propensity for journalistic staff to be innovative, flexible and collaborative in their approach to work, levels of seniority and, in particular, whether the newsroom has been re-structured are influential factors. She concludes that a converged multi-platform strategy is likely to be helpful in overcoming procedural inertia and promoting innovation. Tim Dwyer’s article also examines how news production is affected by the transition to multi-platform and the drive to a “digital first” approach. Dwyer is concerned not only with how this is affecting processes and cultures of production but also audience access to content. Drawing on original findings from an analysis of a number of Asian news media