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现阶段,随着微博的快速发展,它自身的传播优势日益突显出来,影响力也不断提高,同时也给传统媒体的发展带来很大影响。本文通过对微博传播的特点进行分析和研究,将其给传统媒体造成的各种压力和挑战进行整理总结,并在一定基础之上对两者传播的特点以及优劣势进行合理比较,明确指出微博的出现和发展并不会对传统媒体造成毁灭性打击,也不是传统媒体的终结者,但传统媒体也不能忽视微博的存在和发展,需要借助微博传播的平台,不断的吸收和借鉴微博在传播方面的优势,以不断提升自身的传播能力和优势,进而确保传统媒体在新时期下能够出奇制胜,并创设更高品质的传播生态。
At this stage, with the rapid development of Weibo, its own advantage of communication has become increasingly prominent and its influence has been continuously enhanced. At the same time, it has also brought great influence on the development of traditional media. Based on the analysis and research on the characteristics of Weibo communication, this article summarizes various pressures and challenges caused by traditional media, and makes a reasonable comparison on the characteristics and advantages and disadvantages of the two communication based on a certain foundation, pointing out clearly The appearance and development of Weibo will not cause devastating impact on traditional media nor is it the termination of traditional media. However, the traditional media can not ignore the existence and development of Weibo, and need to utilize the platform of Weibo communication to continuously absorb and Learn from the advantages of Weibo in terms of dissemination and continuously improve its own ability and advantages in dissemination so as to ensure that traditional media can make surprising successes under the new era and create a higher quality communication ecosystem.