论互动传播对传统媒体的影响

On the Effect of the Mutually Propagation to the Tradition Media

互动传播是指媒体既充当传者又充当受众,传统的传受双方在不同的传播时段、环节能够实现角色互换,互动传播是时代发展的必然,传统媒体——报纸、电视、广播在内容与形式、管理与运营等方面都在向互动传播转化,互动传播将促使传统媒体与网络进一步结合,促使传播由“广播” 向“窄播”转化,促使媒体进一步增强受众意识、平等意识、服务意识,促使受众增强主动性,分享传播权利。

In the mutually propagation ,the media is not only a deliver but also a receiver, and the both can exchange the role in the different moment and link .In the period, the mutually propagation is inevitable, the newspaper (the TV and the broadcast are making a turn to the mutually propagation in the content and in the form ,the manage and the sell. The mutually propagation will make the tradition and the network combining ,make the broadcast 'narrowcast' and make the media enhance the consciousness equality serve consciousness, audience consciousness, make the audience enhance the initiative, share the propagation right.