第四媒体的崛起与传统媒体的对策

Rise of the fourth media and traditional media's countermeasure

在传播领域 ,因特网继报纸、广播和电视之后 ,作为第四媒体正异军突起 ,对传统媒体造成巨大冲击。同传统媒体相比 ,因特网具有多媒体、个性化、双向交互、实时传送、极大丰富、全球传播等特点 ,这正是它优于传统媒体的品质。传统媒体面对因特网的挑战 ,必须顺应形势 ,改革创新 ,扬长避短 ,争取自己在网络时代的生存和发展。传统媒体的改革创新 ,关键是调整心态 ,把自己由信息发布者变为信息提供者 ,真正确立为受众服务的观念 ;核心是运用现代技术 ,革新传播方式 ,积极拓展新闻报道的深度和广度 ,不断提高新闻产品生产的效率。

In the area of communication, Internet is emerging as the fourth media after newspapers, radio and TV, posing a great challenge to traditional media. Compared with traditional media, Internet is multimedia, personalized, interactive, timely, rich and global. Traditional media have no other option but to adapt to the times, reform themselves and give full play to their strengths in order to survive and thrive. A key component of innovation for traditional media is to reconsider its role from an information publisher to an information provider, establishing audience service as its managing philosophy. The heart of such innovation is the application of modern technology that revolutionizes ways of communication, deepening and broadening the scope of news reporting, and raising productivity of the news reporting industry.