在互联网时代到来之前,传统媒体占领传播的主导地位,在权威性方面占有独特优势。新媒体的发展给传统媒体带来了不小的挑战,传统媒体必须改变思维,适应新媒体的发展趋势,建构起符合互联网时代的发展体系。本文分析新媒体和传统媒体之间的关系,并进一步提出在媒介融合视野下新媒体与传统媒体融合的策略,实现新媒体与传统媒体共同繁荣发展。 Before the advent of the Internet era, traditional media dominated the spread of communications and possessed unique advantages in terms of authority. The development of new media poses new challenges to traditional media. Traditional media must change their thinking, adapt to the development trend of new media, and construct a development system that is in line with the Internet age. This article analyzes the relationship between new media and traditional media, and further puts forward the strategy of integrating new media and traditional media in the perspective of media convergence so as to realize common prosperity and development of new media and traditional media.