40中英文雙語外文文獻翻譯成品 全媒體時代中國電視媒體的轉(zhuǎn)型

1、<p>　　外文標題：On Transformation of China’s TV Media in Omni-media Era</p><p>　　外文作者：Ning YAN, *, Ke SU </p><p>　　文獻出處:International Conference on Social Science,2016</p><p>　　英文12

2、93單詞， 7086字符，中文2189漢字。</p><p>　　此文檔是外文翻譯成品，無需調(diào)整復(fù)雜的格式哦！下載之后直接可用，方便快捷！只需二十多元。</p><p>　　On Transformation of China’s TV Media in Omni-media Era</p><p>　　Ning YAN1, *, Ke SU 2</p>

3、<p>　　Keywords: Omni-media, Media convergence, Industry transformation.</p><p>　　Abstract. The advert of omni-media era poses unprecedented challenges to traditional TV media. Transformation and integ

4、ration become imperative for its sustainable development. The paper tries to discuss successful transformation of TV media in terms of thinking pattern change, program editing system, and Human Resource Integration: how

5、to enhance internet awareness and reconstruct media-user relationship; how to establish the editing system of "one source, multiple channels, various forms", and</p><p>　　Introduction</p>&l

6、t;p>　　Omni-media is the integral combination of communication technology and media product services. The interactive and individualized features of omni-media transmission are changing TV audience's role as passiv

7、e recipients. TV media is entering the "internet +" age, in which "+" can be followed by any conventional media. So what can "internet + TV media" bring us? How do we redefine TV media and i

8、ts relationship with the audience? These are questions facing current China's TV media transformation, </p><p>　　Enhance Internet Awareness and Reconstruct Media-user Relationship</p><p>　　R

9、elationship between TV media and its audience is bearing the brunt of omni-media impact. Independence and options granted by internet-era new media are transforming the TV - audience relationship to a TV - users one. The

10、 entirety of the media, market, production, consumption and transmission, evolve around users. New media regards users' information as valuable resources. It collects information about users' reading habits and l

11、ife styles before analyzing their needs and improving user-friendli</p><p>　　In the further reform of China's TV media, a significant standard of its successful transformation is the capability of self-r

12、enewal, which centers on user experience. Aware of the significance of integration with internet new media, some TV media enterprises have opened their own websites and micro-blogs. However, absence of "user-centric

13、, open and sharing" concepts combined with lack of market, user and services awareness account for failure of the transformation to achieve fruitful results.</p><p>　　How to center media convergence aro

14、und users? First, we must adopt a new thinking mode: to make plans and carry them out, with internet in mind. New media is about equal communication and interactive transmission. Users are no longer the passive recipient

15、s of TV programs they used to be. Importance should be attached to user experience, so that various individual needs for information can be fulfilled. An analogy of cooking and dining may help here. The public used to co

16、nsume whatever the TV med</p><p>　　Establish the Editing System of " One Source, Multiple Channels, Various Forms"</p><p>　　With new technology, conventional TV media and new medias (i

17、nternet and smart-phones are equipped to go out of their ways to engage in close interaction and cooperation with each other. Further integration of them and upgrade in management system maximize social influence and soc

18、ial profits. At present, flaws in TV media system are detrimental to its transformation. To promote integrated development of TV media and new medias, we have to observe their respective rules. Various routes lead to the

19、</p><p>　　The concept of omni-media has emerged after notions of new media, trans-media and</p><p>　　multi-media. In a narrow sense, omni-media is the integration of conventional media with info

20、rmation-age media using new technology to upgrade their production, channels, transmission, marketing and management. In a broad sense, it is integrated utilization of media forms in brand-new ways of information product

21、ion and transmission.</p><p>　　Instead of partial and biased dependence on any single one of them, omni-media is the balanced and harmonious integration of content, channels, technology, management and produ

22、ction. To that end, editing process needs to be reconstructed and updated to establish a unified collecting and editing multimedia platform and to achieve the objective of "one source, multiple channels, various for

23、ms". Many TV media enterprises are making addition by setting up relevant new media departments. Compared wit</p><p>　　Omni-media presentations of the same information source can be various and vivid. F

24、or</p><p>　　instance, a 5-minute video clip "How are Leads Made" went viral online, which presented in the form of cartoon how a politician in China climbs up the ladder to become a leader. Its suc

25、cess proves how the comprehensive application of scripts, pictures, graphs, cartoons, videos and audios can fulfill varied user experience with its dynamic and multidimensional demonstration.</p><p>　　In lig

26、ht of Omni-Media Concept, update Human Resource Structure, Management System and Integration Mechanism</p><p>　　Another breakthrough point in pushing TV media convergence is reform of talent system. Talent i

27、s a catalyst to accelerate media convergence and serves as a bridge between theory and technology. All relevant personnel are integrated into one department on the omni-media digital platform, so that the barriers betwee

28、n newspapers, radio, television and internet are broken by the convergence on human resource level. To adjust to the transformation, TV media needs all-around media talents, who are kno</p><p>　　An army of s

29、pecialized and versatile talents not just helps media convergence, but effectively reduces the cost. Converting the same source into products for different medias saves a huge amount of labor, resources and funds, thus b

30、ig profits gained.</p><p>　　According to American psychologist Frederick Irving Herzberg’s Motivator-Hygiene theory, motivational factors can be responsible for increasing motivation. These factors could inv

31、olve job recognition, potential for promotion or even the work in itself. On the other hand, lack of hygiene factors can lower motivation. These factors could be anything from clean toilets and comfortable chairs, to a r

32、easonable level of pay and job security. To build a competent omni-media team integrating journalists</p><p>　　Establishment of medical care system is a reflection of humanized management to extend the enter

33、prise's concern from its personnel's performance in work to their mental and psychological well-being. Harmonious environment in media enterprises help tap into their most precious resources—talents.</p>&

34、lt;p>　　References</p><p>　　[1] Hu Yong, Fan Haiyan, Internet: the King Who Rules, Hainan Publishing House, Haikou,</p><p><b>　　1997.</b></p><p>　　[2] Mark Levy, Journ

35、alism and Communication: Towards Cyberspace Era,</p><p>　　Journalism&Communication, No. 1 (1997).</p><p>　　[3] Wilbur Schramm, William E. Porter, (translated by Li Qi), Men, Women, Messages,

36、 and Media: Understanding Human Communication, Xin Hua Press, Beijin, 1984.</p><p>　　[4] Cheng Zhongliang, Change of Journalist Profession in Omni-media Era, Youth Journalist, No. 18 (2010).</p><p

37、>　　全媒體時代中國電視媒體的轉(zhuǎn)型</p><p>　　Ning YAN1, *, Ke SU 2</p><p>　　關(guān)鍵詞：全媒體，媒體融合，產(chǎn)業(yè)轉(zhuǎn)型</p><p><b>　　摘要：</b></p><p>　　全媒體時代背景下的廣告業(yè)對傳統(tǒng)電視媒體提出了前所未有的挑戰(zhàn)。電視媒體的轉(zhuǎn)型和整合對于其可持續(xù)發(fā)展

38、勢在必行。本文試圖探討電視媒體在思維方式轉(zhuǎn)變、節(jié)目編排體系以及人力資源整合方面的成功轉(zhuǎn)型；也就是如何提升互聯(lián)網(wǎng)思維，如何重新構(gòu)建媒體-用戶關(guān)系;如何建立“一源，多渠道，多形式”的編排體系，如何更新人力資源結(jié)構(gòu)以及管理體系和整合機制的問題。</p><p><b>　　引言</b></p><p>　　全媒體整合了通信技術(shù)與媒體產(chǎn)品服務(wù)。全媒體傳播的互動性和個性化特征正

39、在改變電視觀眾作為被動接受者的角色。電視媒體正在進入“互聯(lián)網(wǎng)+”時代，其中的“+”是被任何其他傳統(tǒng)媒體所要追隨的。那么“互聯(lián)網(wǎng)+電視媒體”能帶給我們什么？我們?nèi)绾沃匦露x電視媒體及其與觀眾的關(guān)系？這些都是目前中國電視媒體轉(zhuǎn)型要面臨的問題，我們將試圖找到答案。</p><p>　　提升互聯(lián)網(wǎng)思維 重建媒體-用戶關(guān)系</p><p>　　電視媒體與觀眾之間的關(guān)系正受到全媒體的沖擊?；ヂ?lián)網(wǎng)時代新

40、媒體賦予的獨立性和選擇性正在將電視-觀眾關(guān)系轉(zhuǎn)變?yōu)殡娨?用戶關(guān)系。整個媒體、市場、節(jié)目制作、消費和傳播都圍繞著用戶來發(fā)展。新媒體將用戶信息視為寶貴資源。它收集用戶的閱讀習慣和生活方式等信息，然后分析他們的需求并提高用戶的友好性。了解用戶的基本需求保證其共享價值、品牌共鳴和更好的個性化產(chǎn)品。</p><p>　　在中國電視媒體進一步的改革中，其成功轉(zhuǎn)型的重要標準是以用戶體驗為中心的自我更新能力。在電視媒體意識到與互

41、聯(lián)網(wǎng)新媒體融合的重要性之后，一些電視媒體企業(yè)紛紛開通自己的網(wǎng)站和微博。然而，由于缺乏“以用戶為中心、開放和共享”的理念、缺乏市場、用戶和服務(wù)意識，最終導(dǎo)致轉(zhuǎn)型失敗，無法取得豐碩的成果。</p><p>　　如何圍繞以用戶為中心進行媒體融合？首先，我們必須采取一種新的思維模式：制定計劃并實施，并以互聯(lián)網(wǎng)為平臺。新媒體關(guān)乎平等溝通和互動傳播。用戶不再是過去電視節(jié)目的被動接受者。應(yīng)該重視用戶體驗，以滿足個人對信息的各種

42、需求。類似于烹飪和餐飲可能會對此有所幫助。公眾過去一直都在消費電視媒體所服務(wù)的任何東西，現(xiàn)在電視媒體必須準備思考用戶需要什么。它甚至必須提前預(yù)測他們的食欲和喜好。例如，新聞主題的個人清單可以基于每個用戶的閱讀習慣。為了擴大影響力，電視媒體必須挖掘并充分利用用戶的互聯(lián)網(wǎng)使用習慣。 </p><p>　　建立“一源，多渠道，多形式”的編排體系</p><p>　　伴隨著新技術(shù)的發(fā)展，傳統(tǒng)電視

43、媒體和新媒體（如互聯(lián)網(wǎng)，智能手機等）紛紛步入密切互動與合作的軌道。這需要進一步整合和升級管理系統(tǒng)，最大限度地發(fā)揮社會影響力和社會效益。目前，電視媒體系統(tǒng)存在的缺陷不利于其轉(zhuǎn)型，為促進電視媒體與新媒體的整合發(fā)展，我們必須遵守各自的規(guī)則。通過不同的路徑去達到同一個目標：融合或全媒體：一源處理以及多個媒體傳輸。</p><p>　　全媒體的概念是在新媒體、跨媒體和多媒體的概念之后出現(xiàn)的。從狹義上講，全媒體是傳統(tǒng)媒體與信

44、息時代媒體的結(jié)合，利用新技術(shù)提升其產(chǎn)品、渠道、傳播、營銷和管理。從廣義上說，它是以全新的信息產(chǎn)生和傳播方式綜合運用的媒體形式。</p><p>　　全媒體不是依賴于其中的某一項，而是將內(nèi)容、渠道、技術(shù)、管理和制作進行平衡并整合。為此，需要對編排流程進行重構(gòu)和更新，建立統(tǒng)一的采編多媒體平臺，實現(xiàn)“一源、多渠道、多形式”的目標。許多電視媒體企業(yè)紛紛設(shè)立相關(guān)新媒體部門。與轉(zhuǎn)型相比，增加投資更方便，風險較小，既不改變現(xiàn)狀

45、和既得利益，又增加了就業(yè)。然而，簡單地增添一個部門并不會大大提高不同媒體之間的融合或協(xié)調(diào)。我們應(yīng)該超越實驗階段，通過建立全媒體平臺，轉(zhuǎn)型為真正的融合。</p><p>　　同一信息源的全媒體演示可以是多種多樣且生動的。 例如，一部5分鐘的視頻短片“領(lǐng)導(dǎo)是如何養(yǎng)成的”在網(wǎng)上進行病毒式傳播，以卡通的形式呈現(xiàn)了中國政治家如何爬上梯子成為領(lǐng)導(dǎo)者。 它的成功證明了如何將腳本、圖片、圖行、漫畫、視頻和音頻通過動態(tài)和多維演示的

46、全面應(yīng)用來實現(xiàn)不同的用戶體驗。</p><p>　　按照全媒體的理念，更新人力資源結(jié)構(gòu)、管理體系和整合機制</p><p>　　推動電視媒體融合的另一個突破點是人才體系的改革。人才是加速媒體融合的催化劑，是理論與技術(shù)之間的橋梁。所有相關(guān)人員在全媒體數(shù)字平臺上被整合到一個部門，從而使得報刊、廣播、電視和互聯(lián)網(wǎng)之間的障礙因人力資源層面的融合而被打破。為了適應(yīng)這種轉(zhuǎn)型，電視媒體需要全面的媒體人才

47、，他們在藝術(shù)、經(jīng)濟、金融、管理等方面都具有豐富的知識，而且技術(shù)熟練。</p><p>　　打造一支專業(yè)化和多才多藝的人才隊伍不僅有助于媒體的融合，而且有效地降低了成本。將同一個源代碼轉(zhuǎn)換成不同的媒體產(chǎn)品可以節(jié)省大量的人力、資源和資金，從而獲得豐厚的利潤。</p><p>　　根據(jù)美國心理學家弗雷德里克歐文赫茨伯格的激勵-保健理論，動機因素可以增加工作動力。這些因素可能涉及到對職位的認可、晉

48、升潛力甚至工作本身。另一方面，缺乏保健因素會降低動機。這些因素可以是干凈的廁所和舒適的椅子，也可以是合理的薪酬水平和工作保障。要打造一支集記者、編劇、導(dǎo)演為一體的全能型全能媒體團隊，必須加強新員工招聘培訓，努力激發(fā)和保障人才的發(fā)展，為他們充分發(fā)揮潛能創(chuàng)造良好環(huán)境。</p><p>　　建立健全的醫(yī)療體系是人性化管理的體現(xiàn)，企業(yè)的關(guān)注點將從員工的工作表現(xiàn)延伸到心理和心理健康。媒體企業(yè)的和諧環(huán)境有助于挖掘最寶貴的資源

49、-人才。</p><p>　　References</p><p>　　[1] Hu Yong, Fan Haiyan, Internet: the King Who Rules, Hainan Publishing House, Haikou,</p><p><b>　　1997.</b></p><p>　　[2]

50、 Mark Levy, Journalism and Communication: Towards Cyberspace Era,</p><p>　　Journalism&Communication, No. 1 (1997).</p><p>　　[3] Wilbur Schramm, William E. Porter, (translated by Li Qi), Men,

51、 Women, Messages, and Media: Understanding Human Communication, Xin Hua Press, Beijin, 1984.</p><p>　　[4] Cheng Zhongliang, Change of Journalist Profession in Omni-media Era, Youth Journalist, No. 18 (2010).