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当前对新媒体的研究大致呈现出两个方向:一是重点研究新媒体的运作模式、产业链构成、战略方案等,有明显的实务色彩;二是分析新媒体的新型传播模式、内容生产模式、渠道控制、体制政策等,注重体系建构和学术探讨。然而,无论业界还是学界对新媒体的研究均呈现众说不一甚至相互抵牾的情形,而多元的观点和理念也使新媒体的发展在现实中面临层层冲突。本文在梳理近期相关研究成果和实践经验的基础上,对新媒体研究的理论困境和现实冲突予以关照,同时指出研究所缺失的两大层面。
The current research on new media generally shows two directions: First, it focuses on the operating mode of new media, the composition of the industrial chain, strategic solutions, and so on. The second is to analyze the new media’s new mode of dissemination and content production , Channel control, institutional policies, etc., focusing on system construction and academic discussion. However, no matter whether the industry or academia is researching on new media, they all have different opinions or even contradict each other. The multiple views and ideas also make the development of new media confront each other in reality. On the basis of combing recent relevant research results and practical experiences, this paper pays attention to the theoretical difficulties and realistic conflicts of new media research. At the same time, it points out the two missing aspects of the research.