激活,还是落伍?——浅析新媒体大潮下电视媒体的改进之路

Activating or Lagging Behind——Brief on Improving Measures for TV Media under the New Surging Tide of Media

网络媒体的图文并茂、声画兼备 ,同媒体的“宠儿”———电视是何等相似。要用网络媒体诸多独特优势来激活电视媒体 ,首先 ,电视媒体要走出桎梏 ,更新理念。要摈弃宣传腔 ,强化信息载体功能 ;不但要传播已经发生的新闻 ,更要传播正在发生的新闻 ,以至于同新闻同步 ;使传播者和受众之间从单向传播走向双向传播。其次 ,在网络媒体的挑战下 ,电视媒体要审视自己的本体特性 ,强化时效快和现场感强这些核心竞争力。再次 ,电视媒体要从贵族化回归到大众化 ,要亲近大众 ,使普通大众不但是新闻的接受者 。

The excellence of the pictures and its accompanying essays and the combination of voice and images in the internet media are very similar to television-a favourite of media. In order to activate television media with unique advantages of the internet media , television media, firstly, must cast off the yoke by renewing ideas and get rid of the tone of propaganda by strengthening the functions of information carrier. What's more, it must disseminate not only what happened but what is happening so as to synchronize with the news and shift from the single communication to the double one between television media and audience. Secondly, being confronted with the challenge of internet media, television media should highlight the competitive powers in terms of timeliness and on-the-spot appeal by examining its own features. Thirdly, the television media should revert to popularization instead of noble manners in the way of making the general public not nonly accept news,but communicate news and participate in news as well.