以《华盛顿邮报》为例看新兴媒体融合发展的创新与突破

Take the Washington Post as an Example to See the Innovation and Breakthrough of the Integrated Development of Emerging Media

互联网、大数据等数字化信息技术的蓬勃发展,推动传媒技术的深刻变革,从舆论生态、媒体传播方式、传播渠道到媒体融合都发生了质的飞跃,“万物皆媒”的全媒体时代悄然来临。全媒体大背景下,传统媒体融合已经加速淘汰,新兴媒体融合才是大势所趋。受西方主流媒体创新融合的积极影响,我国及时意识到新兴媒体融合发展的机遇,从思想、政策上进行改革扶持,为我国新兴媒体融合营造发展环境。文章以美国老牌报业巨头《华盛顿邮报》为例,具体分析其媒体融合的创新举措,从核心技术、形式、内容到宣传策略,发掘其中可借鉴学习之处,引导我国新兴媒体融合取得突破,最终以提出适用于我国业界改革之措施为目标。

The vigorous development of digital information technology such as the Internet and big data has promoted the profound transformation of media technology.A qualitative leap has taken place in public opinion ecology,media communication methods,communication channels and media integration.The all media era of"everything is media"has quietly arrived.In the context of all media,the media convergence has been accelerated,and the convergence of emerging media is the general trend.Under the positive influence of western mainstream media innovation and integration,China has realized the opportunities of emerging media integration in a timely manner,and has carried out reform and support in terms of ideology and policy to create a development environment for China's emerging media integration.Let's take the Washington Post,an old-fashioned newspaper giant in the United States,as an example,to analyze its media integration innovation measures in detail,from core technology,form,content to publicity strategy,to find out what can be learned from them,guide China's emerging media integration to make breakthroughs,and finally put forward measures suitable for China's industry reform.