数字时代传统媒体受众开发维度

The Dimension of Audience Development of Traditional Media in Digital Age

数字时代打破原有传播关系格局,突出了受众在传播活动中的主体性地位。传统媒体的数字化转型面临着如何扩大网络受众这一难题,而在社交媒体中确立受众主体地位则是破解这个难题的关键。受众主体性地位涉及三个重要维度:内容,以受众为主体扩大内容边界,突破新闻报道的局限;推广,建构以受众为主体的内容推广方式,让信息去追踪受众;互动,融入以受众为主体的互动关系,稳固并扩大受众群体。

The digital age changes the original pattern of communication relationship by emphasizing the dominant position of audience in the communicating activities. Traditional media are facing one problem when transitioning to digital,as how to expand internet audience. And the key to solve this problem is to establish audience's dominant position in social media. There involves in three dimensions about audience's dominant position. In content,it should be audience-centered so as to expand the boundaries of news content and break through the limit of news report. In promotion,the audience-centered content should be promoted and information to track audience itself be allowed. In interaction,relationship should be audience-centered so as to solidify and expand audience group.