传统报业如何应对新媒体的挑战——数字化报业已然到来

Conventional Newspapers:How to Cope with Challenges from the New Media?——The Time for Digitalized Newspaper Industry Has Arrived

中国目前正处于社会转型期,传统报业亦是如此。以数字技术为依托的互联网、手机等新媒体蓬勃发展,正在成为主流媒体,新媒体的媒体形态、传播状态和经营业态已然发生了翻天覆地的变化,新媒体正在改变传统的媒介格局,传统报业由此进入生死存亡的关键期。本文希冀通过传统报业与新媒体的比较分析、传统报业的形态转变——数字报业的必然性与实现途径、传统报业的功能转变等方面内容来描绘报业面临的现状与转型的概况,并借此帮助报业洞察转变前景,在更高的层面看待转型,最终在这场巨变中从容应对。

Nowadays,China is undergoing societal transformation,so as the traditional newspaper sector as a whole. Those new media represented by Internet and mobile phone that rely on the use of digital technology have taken the center stage as the so-called mainstream media. The inner structure,communicational channel and operating layout of new media already have witnessed dramatic changes. The new media is transforming the balance of power on the media arena,and the traditional media like newspapers face a critical period of survival. Newspapers in China simultaneously face multiple pressures,e.g. structural reform,communicational innovation and media globalization. Those interconnected factors mean that the transformation of newspapers will be complicated and tumultuous. This paper is meant to help the newspaper gain the knowledge of its challenges and opportunities by comparison of traditional media and new media,shifts of the functions of newspapers and so forth. Newspapers should see the problems they face from a higher and longer perspective,and attempt to tide over this crisis. Fortunately,as for the issue of newspapers' transformation,the gulf between China and the developed countries is not huge. Accelerating this process will be of great signif icance to elevating the media's ability to lead the public opinion.