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5.12汶川震难发生以来,上海东方明珠移动电视受到越来越多的社会关注。这些天,他们精心制作与播放的救灾(视频)画面成为数百万上海人上班途中不可缺少的感动。本次震难中,许多媒体的反应与行动得到了充分肯定,然而我以为东方明珠移动电视更值得探讨。新媒体一直被认为是非主流的边缘媒体,只能传播一些商业信息。但是,东方明珠移动电视在国家的非常时期深明大义,利用自身的传播资源与直播功能,大量投入人力、物力与财力,第一时间向广大市民传达了党与政府的声音,直观反映了灾区的情景;同时还承担起为政府各个部门播报最新的救灾进展、助灾需求等信息,成为人民离不开的宣传阵地。更重要的是,它在上班途中的车厢中传播,弥补了主流媒体无法到达的死角,与电视、报纸等媒体形成了有效的互补。东方明珠移动电视给予我们进一步的思考是,在人们的生活方式发生巨大变化,户外活动不断增多,传统媒体接触时间大幅下降的背景下,新媒体能够发挥其独到的传播价值。而且只要有效引导,这种价值不仅停留在商业领域,而且可以体现出更大的社会意义。因此,东方明珠移动电视的这种社会责任感与使命意识值得充分肯定,并应得到更多新媒体的学习与借鉴。
5.12 Wenchuan earthquake occurred since the Shanghai Oriental Pearl Mobile TV by more and more attention. These days, the disaster relief (video) images that they elaborate and broadcast have become an indispensable move on the way to millions of people in Shanghai. In this earthquake, many media reactions and actions have been fully affirmed, but I think the Oriental Pearl TV is more worth exploring. New media has always been considered a non-mainstream marginal media, can only spread some business information. However, the Oriental Pearl TV Mobile in a very period of national justice, make use of its own broadcast resources and live broadcast capabilities, invest a lot of manpower, material and financial resources, the first time to convey the voice of the party and the government to the general public, an intuitive reflection of the disaster areas Scenario; At the same time also assume the government departments broadcast the latest relief progress, disaster relief needs and other information, as the public can not do without propaganda positions. More importantly, it spreads in the compartments on the way to work, making up for the dead ends that the mainstream media can not reach and effectively complements the media such as television and newspapers. Oriental Pearl Mobile TV gives us further thought that in the context of great changes in people’s lifestyles, outdoor activities continue to increase, the traditional media contact time dropped significantly, the new media can play its unique value of communication. And as long as effective guidance, this value not only stay in the commercial area, but also can reflect greater social significance. Therefore, this sense of social responsibility and mission of Oriental Pearl Mobile TV is fully affirmed, and should be more new media learning and reference.