新媒体融合发展的本质是“媒体重返用户”。在新的时代背景下,传统媒体必须清醒地认识到,如果远离人民、丢掉用户,被迫关停并转,不只涉及本单位的职业荣辱,而且有负为党和国家做好拱卫力量的核心使命,这将会危及党的执政基础和执政地位。眼下商业互联网公司暂具市场垄断优势,拥有强大的社会动员力量,相比之下,传统媒体更新换代不力,存在较大改革空间。当前新媒体怎么做并未形成改革共识,在现实执行中仍面临理论、思维和路径的三大挑战,迫 The essence of the new media convergence development is “media return to user ”. In the new era, the traditional media must clearly understand that if people are left far away from their people, they are forced to be shut down and turned down, involving not only the professional honor and disgrace of their own units but also the core of doing their utmost to defend the party and the country Mission, which will endanger the party’s governing foundation and ruling position. Now commercial Internet companies temporarily monopolize the market advantage, with a strong social mobilization force, by contrast, the upgrading of traditional media ineffective, there is greater room for reform. The current new media does not form a consensus on how to do so. It still faces three major challenges of theory, thinking and path in reality.