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数字技术催生网络技术,网络技术给传统媒介带来了前所未有的机遇和挑战,传统媒介从传播方式,组织形态到经营管理等各个层面开始向网络化方向发展。可以说,传统媒介网络化进程是在多种力量的“合力”下向前发展的,人类科学技术的进步和在传媒领域的应用是传统媒介网络化发展的根本动力,顺因了历史发展的要求;广大受众媒介使用习惯的改变直接影响了传统媒介的发展方向;而网络经济巨大的盈利潜力加速了传统媒介的网络化进程。在多种合力的作用下,传统媒介网络化发展已经是不争的事实。
Digital technology has spawned network technology and network technology has brought unprecedented opportunities and challenges to traditional media. The traditional media has started to develop from the aspects of mode of communication, organizational form, operation and management, etc. to the network. It can be said that the process of traditional media network development is under the “force” of various forces. The progress of human science and technology and its application in the field of media are the fundamental driving forces for the development of the traditional media network. Development; the change of media usage habit of the general audience directly affects the development direction of traditional media; and the huge profit potential of network economy has accelerated the network process of traditional media. Under the cooperation of many kinds of forces, the development of the network of traditional media has become an indisputable fact.