CAJ | 학술논문

与传统媒体相比,新媒体的媒体形态发生了巨大的转型.相应地,新媒体背景下妈祖文化的传播也呈现出传播要素的嬗变.一是传播者的身份多元化;二是传播内容的微化与日常生活化;三是受众的个体化;四是传播方式的垂直化、互动性与虚拟性.这些新特征,既是新媒体传播的优势,也是其局限性所在.
여전통매체상비,신매체적매체형태발생료거대적전형.상응지,신매체배경하마조문화적전파야정현출전파요소적선변.일시전파자적신빈다원화;이시전파내용적미화여일상생활화;삼시수음적개체화;사시전파방식적수직화、호동성여허의성.저사신특정,기시신매체전파적우세,야시기국한성소재.
@@@@Compared with the traditional media, the new form of media has transformed dramatically.To adapt to the new media , the evolution of communication elements of Mazu Culture must be implemented.Firstly, the identity of transmitter has been diversified.Secondly, the communication contents have been micronized and innovated.Thirdly, the audiences of new media have been individualized.Fourthly, the communication ways are vertical, interactive and virtual.These new features can be taken as both the advantages and disadvantages of the new media forms.