网络语境中四类媒体的受众格局研究

Audience's Structure of Four Styles of Media in Internet's Days

作为“第四媒体”的互联网,打破了媒体竞争的既有格局。对于传统媒体来说,互联网的介入既是挑战又是机遇,而且机遇大于挑战。传统媒体应该充分利用互联网的传播优势,拓展新的市场空间。网络语境中四大媒体的受众格局,不是媒体间简单的替代性瓜分,而是多媒体杂糅的互补性复合。

Compare to newspaper, radio and TV, Interact is new media. It can bring opportunity and challenge for old media. Moreover, the opportunity exceeds to the challenge. Old media should pioneer new market space in virtue of Internet. The audience＇ s structure of the four media is not the simple substituts distnibution, but the complenentary mpplement among the media.