传统媒体与网络的融合之路

The Integration of the Traditional Media and the Network

与网络融合,是网络时代传统媒体发展的必然趋势。报纸、广播、电视等不同传播介质的传统媒体与网络融合的方式各不相同,媒介介质与网络越相近的媒介与网络的融合越深,更趋于一体化,媒介介质相差越远的媒介越容易在网络时代保持自身的特性。融合的高级阶段是实现跨媒体联合。传统媒体需要在传播观念、管理模式、运行机制等方面进行改革,才能顺利实现与网络的融合。

Integrating with the network is the inevitable trend to the traditional media in the network age.the different traditional media such as newspaper,broadcast and television have different way to combine with the network.Closer its nature to the network,deeper in the integration with the network and more uniform towards the network;whereas more dif- ferent from the network,easier to keep its own characteristic at network age.The highest advanced stage is the combination of the different media.To bring the combination into reali- ty,the traditional media need to carry on the reform in propagating the idea,management mode,operating mechanism etc.