文化隔阂:新老媒体融合中的关键障碍

Culture Barrier:The Key Barrier in Media Convergence

每一种媒体在其发展过程中都逐渐形成了自己独有的"文化",在传统媒体向新媒体转型以及新老媒体的融合过程中,文化性的障碍是关键障碍之一。文化性障碍的一个表现是新老媒体的不同文化取向与特质:传统媒体是以内容为根基的文化,而新媒体是以人为根基的文化。文化性障碍的另一个表现是新老用户之间的不同文化偏向:老年人更偏向被动接受的受众文化,而年轻人更偏向主动参与的用户文化。对于传统媒体的转型来说,既需要进行文化性"转基因"来适应未来发展,也需要在过渡阶段帮助老年受众减少文化性数字鸿沟。

Each media has its unique culture. Cultural barrier is one of the key barriers in the convergence of traditional media and new media. The culture of traditional media is content- oriented, while the culture of new media is people-oriented. The difference of cultural orientation also exists in media users： the old generation tends to be passive audience, while the young generation tends to be active and participatory. During the procession of the media transformation, cultural transgenosis reformation is necessary for the future development. Meanwhile, the digital gap should also be narrowed between the two cultural generations.