南京邮电大学学报:社会科学版
南京郵電大學學報:社會科學版
남경유전대학학보:사회과학판
Journal of Nanjing University of Posts and Telecommunications(Social Science)
2014年
4期
1~5
,共null页
媒介融合 传统媒体 新媒体 互联网
媒介融閤 傳統媒體 新媒體 互聯網
매개융합 전통매체 신매체 호련망
media convergence ; traditional media; new media; Internet
在麦克卢汉主义者眼里,传统媒体的持续萎缩,是互联网作为“绝对尺度”强制衡量的结果.对于无论报纸还是广电而言,出路首先不在于以消灭自己为代价与新浪、腾讯角力(比如创办内容同质的网站与APP客户端),而是应该汲取新媒体的理念和精神、结合自己的专业人才和资源优势、捕捉受众不断变化的时代特征,去释放原本还蛰伏于内部的生产力.这也许最终仍不能抵挡新媒体的进逼,但在某个有限的时空里,可以分到属于自己的受众、广告、影响力和话语权份额。
在麥剋盧漢主義者眼裏,傳統媒體的持續萎縮,是互聯網作為“絕對呎度”彊製衡量的結果.對于無論報紙還是廣電而言,齣路首先不在于以消滅自己為代價與新浪、騰訊角力(比如創辦內容同質的網站與APP客戶耑),而是應該伋取新媒體的理唸和精神、結閤自己的專業人纔和資源優勢、捕捉受衆不斷變化的時代特徵,去釋放原本還蟄伏于內部的生產力.這也許最終仍不能牴擋新媒體的進逼,但在某箇有限的時空裏,可以分到屬于自己的受衆、廣告、影響力和話語權份額。
재맥극로한주의자안리,전통매체적지속위축,시호련망작위“절대척도”강제형량적결과.대우무론보지환시엄전이언,출로수선불재우이소멸자기위대개여신랑、등신각력(비여창판내용동질적망참여APP객호단),이시응해급취신매체적이념화정신、결합자기적전업인재화자원우세、포착수음불단변화적시대특정,거석방원본환칩복우내부적생산력.저야허최종잉불능저당신매체적진핍,단재모개유한적시공리,가이분도속우자기적수음、엄고、영향력화화어권빈액。
In the eyes of McLuhan theory followers, the continuous shrink of traditional media is the result of the compulsory measure of the Internet as an "absolute scale". For both newspapers and radio and television, the way out is not to compete against Sina, Tencent at the cost of sacrificing themselves, by such responses as building homogeneous website and APP, but to develop their existing inner productivity, by drawing the concept and spirit of new media, taking advantage of their own expertise and resources, and adapting to the ever-changing audience. This may ultimately not be able to resist the invasion of new media, but will assure them with their share of audience, advertising, influence and say in a certain limited time and space.