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随着以互联网技术为主要依托的新媒体的迅猛发展,传统新闻媒体的受众群体被大量分流。在媒体融合发展的大趋势下,传统媒体以各种手段和姿态甚至以“拥抱”、“牵手”之势走向新媒体。除积极自我调整、取长补短之外,传统媒体面临的严峻考验和亟待解决的问题是如何迎接来自新媒体的挑战,在守住阵地的同时以自身优势寻求突破并适时吹起“集结号”。本文立足传统媒体,对相应问题加以思考和分析,认为在各自发挥优长的成熟媒体环境中,传统新闻媒体只有找到自身立足点,才能拥有独立而深广的发展空间。
With the rapid development of new media based on Internet technology, the audience of traditional news media has been greatly diverted. Under the general trend of media convergence and development, the traditional media has even gone to new media with various means and gestures with the potential of “embracing” and “hand in hand.” In addition to active self-adjustment and learning from each other’s strengths, the severe test facing the traditional media and the urgent problems to be solved are how to meet the challenge from the new media while seeking to make breakthroughs and timely blowing up “assembly numbers” while holding positions. Based on the traditional media, this essay thinks and analyzes the corresponding problems, and holds that in the mature and mature media environment, the traditional news media can have independent and broad space for development only by finding its own foothold.