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新媒体的迅速发展和新传播方式的不断涌现对传媒业原有格局带来前所未有的冲击,新的传播环境下,报业的生存空间倍受挤压,面临着被边缘化的可能。传统媒体与新媒体的关系、传统媒体的发展趋势问题,成为传媒理论界和业界关注的焦点。此文从社会结构、媒体技术及企业营销方式三个方面的变化对影响传媒业发展的根本性因素进行了概括和分析,以厘清传媒市场变化的实质。文章对未来主流媒体和未来传播格局的形态和特征进行了分析和描述,阐述了报业在这一发展趋势下,势必要经历一个与新媒体融合和战略转型的过程。通过理论探讨和现实案例的呈现,文章认为,报业基于固有的优势,成功转型后将有望继续占据传播领域的主流地位,而它的传播终端和传播形态,会与以往迥然有别。
The rapid development of new media and the continuous emergence of new modes of communication have brought unprecedented impact on the original pattern of the media industry. Under the new environment of communication, the living space of the newspaper industry is greatly squeezed and faced with the possibility of being marginalized. The relationship between traditional media and new media and the development trend of traditional media have become the focus of attention of media theorists and the industry. This article summarizes and analyzes the fundamental factors that affect the development of the media industry from three aspects of social structure, media technology and corporate marketing methods to clarify the essence of the media market changes. The article analyzes and describes the forms and characteristics of the future mainstream media and future communication patterns. It expounds that under this development trend, the newspaper industry is bound to experience a process of integration and strategic transformation with new media. Through the theoretical discussion and the presentation of realistic cases, the article holds that the newspaper industry is expected to continue to occupy the mainstream position in the field of communication after its successful transformation based on its inherent advantages. However, its terminal and distribution form will be very different from those in the past.