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一、无法回避的媒介融合在数字技术与互联网传播背景下,大众对媒体的信息依赖、娱乐依赖和社会交往依赖正在迅速从传统媒体转向新媒体。这种情况下,传统媒体的生存和发展有两种可能的选择:一是选择以传统的方式继续生存和发展,那就有必要进行价值的重新定位,实现价值重构,譬如报纸在遭受网络海量信息传播的挑战时,有必要实现其意见主导的回归,实现信息传播价值的重构;二是谋求与新媒体的融合,在融合中实现价值提升。第一种选择可能延缓了传统媒体的衰落过程,也可能寻求到新的发展机遇,但发展空间最终是有限的;而后一种则是传统媒体谋求持续发展,实现价值提升的必然选择。
First, the unavoidable convergence of media In the digital technology and Internet communications background, the public’s dependence on the media rely on information, entertainment and social dependence on social dependence is rapidly shifting from traditional media to new media. In this case, there are two possible choices for the survival and development of traditional media. One is to choose to continue to survive and develop in the traditional way. Then it is necessary to reposition the value and realize the value reconstruction. For example, The challenge of mass information dissemination is that it is necessary to realize the return of its opinions and lead to the reconstruction of the value of information dissemination. The other is to seek the integration with new media and realize the value enhancement through integration. The first choice may delay the decline of traditional media and may also seek new opportunities for development, but the space for development is ultimately limited. The latter is an inevitable choice for traditional media to seek sustainable development and achieve value enhancement.