介质为王:媒介融合态势下传统媒介的突围之道

Medium As Priority:The Way for Traditional Media to Meet the Challenge of New Media

随着互联网技术的发展和媒介融合程度的加深,传媒业界奉行的"内容为王"理念虽在指导单一媒介不同媒体之间的竞争方面效果突出,但在指导不同媒介之间的行业竞争方面却不理想。"介质为王"理念呼吁传统媒介行业关注自身所属媒介的传播介质,发掘自身特性与受众在特定时空环境中个性化需求的契合点,打造媒介核心竞争力,与新兴媒介进行差异化竞争,实现传统媒介行业在新媒介威胁下的危机突围。

Today,the Internet can display most content of traditional media.In this situation,traditional media,which still pay more attention to the idea 'content as priority',and provide more content for the new media.This paper describes the idea 'medium as king',prompts traditional media to pay attention to the characteristic of the medium,which offers a way for traditional media to deal with the challenge of new media.