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2004年,在中国广告业的舞台上,最活跃而充满动感的主角肯定是媒体。市场化的进程不断加快,海内外各种力量加紧对媒介市场的渗入,媒体自身理性而坚决地迅速调整,同一媒介的不同对手之间竞争日益加剧,而在新的传播环境中,一种全新的媒介格局已经形成。从全球的发展趋势来看,以网络为代表的新媒体对大众媒介造成了巨大的冲击,大众媒介在相互竞争中,不断地进行细分,分众化的潮流势不可挡。那么,中国的大众媒体前景如何呢?媒介的发
In 2004, the most active and dynamic protagonist in the Chinese advertising industry was certainly the media. The process of marketization has been accelerating. Various forces both at home and abroad have stepped up their infiltration into the media market. The media have themselves adjusted rationally and resolutely and resolutely, and the competition among different rivals in the same media has been aggravating day by day. In the new environment of communication, a brand new The media has been formed. Judging from the global trend of development, the new media represented by the Internet has had a huge impact on the mass media. The mass media are continuously subdividing and competing with each other. The mass media trend is irresistible. So what is the future of mass media in China?