The media form is constantly changing，A new media ecosystem。American media scholar Henry Jenkins emphasized，Media fusion is mainly the fusion of culture，Media Integration Field，Practical activities of new news institutions，To some extent is the direct manifestation of organizational cultural adjustment。In the process of media fusion，Media institutions and organizational culture are part of an inevitable part，The organizational culture of the media institution affects the interaction between institutions and social systems，Play a variety of characters under social media conditions，Play a new mechanism of action。

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The so -called cultural background，"Yuan Qing cleaning，Ben Sheng Rong "。The organizational culture of an institution is not the surface of the invisible value concept or the rules of the text，Show through a series of image activities，and is usually considered to be the development strategy of the organization、Organizational structure、Organizational processes are equally important，is a symbol of a soft power of an organization，It is also the key to the innovation of the organization。For media institutions，Only pursuing new organizational culture is not practical，Cultural source flow with a certain historical background，It is important to form a unique style for the formation of media institutions。

In the process of media fusion，Although the new media institutions continue to learn from the organizational cultural measures of the enterprise，The use of Internet thinking mode adjustment institutions have achieved certain results，But professional media institutions still need to have a professional bet365 Play online games spirit of organizational culture，The continuous power of improving the practical activities of institutions。Cultural supplies or cultural columns of media institutions，often provides long -lasting motivation for its innovation。Auxiliary publications are not only a type of expression of media transmission，It is still a special social and cultural form，A beautiful and profound organizational culture，Can reflect the sound of the times，Passing social calls and needs，It can also meet the aesthetic needs of readers in reading。

Cultural Auxiliary or Cultural Column，It is both a cultural sense，It is a commercial value，As an advanced "productivity"，Gathering the wisdom and creativity of the knowledge crowd。When the news reports and news columns of traditional media are transferred to online production and dissemination，The historic organization culture formed by the media for a long time，In the fusion environment，As an institutional cultural background，Promote the wisdom of media institutions with both reforms，With the public's spiritual sustenance。Realization of news product value，On the basis of profound grasp of cultural communication significance，Need to observe market demand，Value to realize the commercial value of news products，Whether it is the presentation of serious mainstream and deep thoughts，Still perspective of entertainment spirit and humanistic temperament。

　　Organizational culture as a practical process of media institutions

Culture is both a product，It is also a process，The culture as a product reflects the collective wisdom of the organization and the value concept of the organization，Organizational position、Organization principles, etc.。Organizations have a change in the development process of the life cycle，The organizational culture as a process is also the same。The cultural change of the organization is bet365 live casino games closely related to the organizational life cycle，Permanently in the process of organizational activities，Entrepreneurship in the organization、Collection、Standardized and mature stage play a direct promotion or cooperation function。From the entrepreneurial stage of the organization to the collection stage，Organizational behavior that forms consistent goals on the basis of the concept of public value; from the collection stage to the standardized stage，Organizational behavioral specifications and media ethics play a main role，Promoting the standards and reasonableness of organizational behavior，This stage is usually a critical period for the growth of the organization; from the standardized stage to the mature stage，Organization's image activity helps the organization to maintain a good external image; in the follow -up stage of organizational reform，The original single organization culture cannot fully adapt to the growth and mature needs of the organization，You need to learn from other emerging measures under the new situation，Form new culture，Establishment of constraints for organizational reform，Complete the re -creation of organizational culture。

Division Li Hongyan believes，Media organization culture is a special organizational form，The organizational cultural characteristics of the media organization include common value、Behavior specification、media ethics and image activities。Common value runs through the consistent and long -term impact of organizational activities; the behavioral specifications are displayed in the form of organizational regulations，It is required to follow the organization members; the role of media ethics is to deal with the disputes and disputes of the organization in the event，Standardized Organization Activity，and find the optimal mode of cooperation with media bet365 live casino games institutions and other institutions; image activity is an external manifestation of organizational culture，It is manifested in the later stages of organizational activities，It is to improve the influence of the organization、Direct measures to establish a good image。

News workers not only work in specific types of organizations，and need to rely on specific cultural traditions。This traditional concern is how to judge what is interesting and unusual、How to make the publicity confirm、How to confirm the legitimacy of the information、How to write an attractive Introduction，How to build a news report to form an acceptable story that is acceptable。This cultural tradition is a subtle force，Sometimes acting as a journalist's news sensitive omen，or news value judgment standard factors，News workers are in a certain cultural environment，Their long -term work practice is bet365 live casino games closely related to the traditional cultural and traditional relationships，and affected by it, it is reflected in the actual activities of news products and media。

　　Organizational culture as a working mechanism

　　Different from professional media is，The organizational culture of the platform -type media is prominent in the organizational characteristics of modern enterprises，Enterprise organization culture indirectly participates in enterprise product production。Modern Enterprise Organization Culture as a working mechanism，It works obvious in the platform -type media agency，It is manifested in the organizational image、Organization system and organizational behavior，Organic values，Connect the other three parts，Integrate the core values ​​of the organization into the development concept of the organization，Achieve a support for setting values ​​and work vision。

In terms of the cultural system of the media institution，Multiple types of organizational cultural systems exist within modern Internet companies，Realize the empowerment of employees，bet365 best casino games Employees can make suggestions for the organization's decision -making and behavioral activities at any time，Multi -line communication of realizing information。The principles of full language context can synchronize the maximum range of news as possible，Promote the cross -department gates of employees，Reduce the process of approval，Highlight collective wisdom。Objectives and key results as a set of management tools and working methods for clear and tracking goals and their completion，by Baidu、Bytes and other Internet companies are widely used，Its working mechanism is manifested as each department or individual，According to the overall strategic goal of the organization，Referring to the work progress of the superior，Observe other departments activities，Make adjustment、Support、Help、Cooperation and other behaviors。This system realizes the status of up and down work，Personal and group goals advance to complete，Promoting the overall progress of the overall goal of the institution。

In terms of cultural image of the media institution，Efficient circulation creation value of information has become the most intuitive impression of users for media agencies。The most important thing about the internal management and Internet corporate organization culture of platform -type media is，Create a transparent and efficient information environment and maintain this kind of information environment，Institutional management and all employees must participate in the practice of the organization and make a decision，Create the organization's organizational cultural concept as the idea of ​​institutional members、style and way of thinking，Shape the cultural image of the media，Improve market influence。

　　Cultural and technological fusion in the innovation of media institutions

During the organization and innovation of media institutions，New media bet365 best casino games technology plays a key role，But the organization that only rely on new technologies cannot obtain long -term development，Organs who have no cultural forces are lacking in the source of vitality and more inspiration for organizational innovation。The core of innovation is the integration of culture and technology，Therefore，Merchants need to promote the integration of culture and technology in the innovation of media institutions，Especially the integration of organizational culture and new media technology。

On the one hand，Gives the public more cultural rights to promote the integration progress of media institutions。Adapt to the operating characteristics of different institutions in the network media，The public as the production activity of the user participation agency at the same time，Big background of social culture、Environment and user，or the personality of institutional members、Individual rights、Combination of self -expression。From macro to micro、From overall to local，Construction of a multicultural expression form in the operation of the organization，"People -oriented" service consciousness will be more prominent，In different forms of carrier，The free flow of thought and content returns to the origin of the media culture。

On the other hand，In terms of media operation mode，Make culture and science and technology integration more systematic in the organization，instead of patching all over or organize a combination of tissue。This requires media institutions to develop and use the new media technology，Convert the production method of information products，Differences between different carriers and different communication channels across information products，Organizational culture between different institutions，R & D and promotion of key technologies on the basis of cultural commonality，Make the culture organized by different types of bet365 best casino games news institutions forming a systematic operation。

　　(This article was supported by the central university of the Central University of Renmin University of China (discipline) and special development guidance of special development guidance)

(Author Unit: School of Journalism, Renmin University of China)