一股说来,我们可以把新媒体定义为“互动式数字化复合媒体”。新媒体的概念可以从以下几个方面来把握:第一,它是一种以个人性为指向的分众媒体而非大众媒体,传播模式是窄播而非广播。第二,它是一种信息的发送者与信息的接收者之间具有充分互动性的媒体。第三,它是一种复合媒体(多媒体)。新媒体的内容呈现方式可以根据需要,在文本、视频和音频之间任意转换或兼而有之。第四,它是一种跨越国界的全球化媒体。全球的网络市场消除了国与国的界限,家庭甚至个人与跨国公司一样有机会拓展全球市场,信 In a nutshell, we can define new media as “interactive digital composite media.” The concept of new media can be grasped from the following aspects: First, it is a personal media rather than the mass media. The mode of broadcasting is narrowcasting rather than broadcasting. Second, it is a fully interactive medium between the sender of a message and the recipient of the message. Third, it is a composite media (multimedia). The way new media is presented can be converted as desired, between text, video and audio, or both. Fourth, it is a global media that transcends borders. The global online market has eliminated the boundaries between countries. Families and even individuals have had the same opportunity to expand global markets as multinational corporations. The letter