论媒介融合背景下的报网互融

Discuss the Fusion of Newspaper and Network in the Context of Media Convergence

新媒体的崛起使传媒格局发生了大变化,并出现了产业加速融合的趋势。报纸媒体依托集团优势逐渐发展＂全媒体战略＂,借助网络渠道开展多元形态的＂报网互融＂。＂报网互融＂构建了新旧媒体之间1＋1〉2的融合关系,充分移植传统媒体的内容和网络媒体的平台优势,拓宽传播渠道,满足受众的需求。从＂报网互动＂到＂报网互融＂,是报纸媒体顺应媒介融合背景的主动转型,是探寻两者生存和发展共赢的必然趋势。本文从报网互融的内涵深入剖析报网互融的必然性和进步性,结合案例论述报网互融的具体实现途径,从终端、资源、市场等角度阐述其互融发展的创新趋势。

The rise of new media makes the media situation has undergone great changes,and the emergence of industry to accelerate the trend of integration.Relying on newspaper media group advantage gradually developed ＂ all media＂ strategy,through the network to carry out multi-channel form of the ＂intelligence network based insights.＂ ＂ Reported net fusion of＂ between old and new media to build a 1 ＋ 1 2 fusion between traditional media content fully transplantation and online media platform advantages,expand distribution channels,to meet the needs of the audience.From the ＂ newspaper network interaction＂ to ＂intelligence network based insights,＂ the newspaper media conform to media convergence backgrounds transformation initiative,exploring both the survival and development of win-win inevitable trend.This fusion of the content from News Network reported net Fusion in-depth analysis of the inevitability and progressive,with cases reported net discusses the concrete realization of fusion of ways,from the terminal,resources,and market perspective on the development of its innovative fusion of trend.