数字媒体与纸质媒体博弈的原则、策略及意义

Principle Strategy and Meaning of the Competition Between Digital Media and Paper Media

数字媒体作为一种新的媒体形式在颠覆、拆解传统媒体的同时也在对其进行重新整合,其全新的传播模式给传统的传播理论带来了巨大的冲击,成为人们当下关注的焦点。面对冲击,纸质媒体陷入困境,但依靠其长期以来积累的优势和积极实行的各种改革措施,它不会轻易退出历史舞台。二者在博弈的过程中相互借鉴相互影响,使中国媒体界呈现出从未有过的复杂形势。对双方来说这将是一场长期的战争。

The digital media is one kind of new medium form in overturning, solving and integrating the traditional medium. It has become the focus of people because it has brought about gigantic impingement to the traditional theory of diffusion. The paper media have been in hot water. But with the advantages that the paper media accumulate for a long time and various effective reforms, it will not disappear from the historical stage easily. Both sides influence each other in the process of competition. China media domain takes on complex situation which never emerged before. This will be a long-term battle.