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媒体整合并非空穴来风。本文着重以媒体生存环境变化作为分析的起点。互联网崛起与中国加入WTO带来的国际媒体集团的挑战,标志着中国媒体生存环境发生了两大深刻变化。中国媒体整合与集团化乃是主动适应新的媒体生存环境的合理举措。媒体整合与集团化固然反映中国媒体的主流走向,但并非是唯一选择。
Media integration is not groundless. This article focuses on the changes in the media environment as a starting point for analysis. The rise of the Internet and the challenges brought by the international media groups brought by China’s accession to the WTO have marked two profound changes in the living environment of the Chinese media. China’s media integration and collectivization are reasonable measures to take the initiative to adapt to the new media environment. While media integration and grouping certainly reflect the mainstream trend of Chinese media, they are not the only choice.