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作为党和政府的重要宣传阵地,传统媒体多年来一直承担着“弘扬主旋律,传播正能量”的重任。但是近年来随着计算机网络的普及和发展,市场也涌现了诸多的新媒体,新媒体以其互动性、即时性优势对传统媒体造成了巨大的冲击,传统媒体的未来发展之路在何方成为亟待解决的问题。本文在分析新媒体发展对传统媒体所带来的冲击的情况下客观的判断了传统媒体的优劣势,进而在此基础上从转型发展、融合发展两个角度对传统媒体的突围策略进行了探讨。
As an important propaganda position of the party and the government, the traditional media has for many years assumed the important task of “promoting the theme and spreading positive energy.” However, with the popularization and development of computer networks in recent years, many new media have emerged in the market. New media has had a tremendous impact on traditional media with its interactive and instantaneous advantages. Where is the future of traditional media? Problems to be solved. Based on the analysis of the impact of the development of new media on the traditional media, this article objectively judges the advantages and disadvantages of the traditional media. On this basis, it explores the breakout tactics of traditional media from two perspectives: transition development and integration development .