试析数字化时代的传统媒体发展——以广播电视媒体为例

• 作 者: 张艳
• 机 构: 武汉大学新闻学院 湖北武汉430072
• 出 处: 华商
• 发表日期: 2007年22期
• 关键词: 数字化技术 新媒体 析数 广播电视 生存状态 媒体生存状态 广播电视媒体 数字技术 媒介融合 受众需求

人类社会进入到信息时代后,数字化技术迅猛发展,其带来了传播质量的改变,也带来了新媒体的兴起,然而新媒体的兴起并不意味着旧媒体的消亡。本文通过分析数字化技术对传统媒体生存状态的影响,指出了传统媒体在与新媒体的共存的相当长时期里制胜的关键在于吸收利用新技术,重视受众需求,以内容为王。同时本文亦揭示了伴随数字技术的进步,媒介融合将成为必然趋势。而网络则将成为起融合的平台。

After the human society entered into the information age, the rapid development of digital technology brought about the change of communication quality and the rise of new media. However, the rise of new media does not mean the demise of old media. By analyzing the influence of digital technology on the living conditions of traditional media, this paper points out that the key to the victory of traditional media in a long period of coexistence with new media lies in absorbing and utilizing new technologies, paying attention to the needs of audiences, and taking content as the king. At the same time, this article also reveals that with the progress of digital technology, media convergence will become an inevitable trend. The network will become a fusion platform.