网络时代报纸的发展策略.pdfVIP

摘要 报纸作为最悠久的传统媒介，当前，由于传媒技术的更新换代，它受到各 种新媒体的冲击和挑战，报业正处在变革的时代。 从媒介形态更替过程来看，新媒介的诞生是为了满足受众不断增长变化的 需求，弥补原有媒介的不足，而并非完全替代旧媒体。在媒介相互的竞争中， 一方面媒介自身的强势特征进一步增强，个性更加突出，如报纸对版面语言和 深度报道的强化；另一方面媒介的形态也不是固定不变的，它也会随着媒介生 态的变化而调整，以寻求更适合自己生存发展的空隙，如实施报网互动和发展 “ 电子报纸”等，传统媒体总是在不断变化的环境中调整生存策略。 传媒技术的更新不但在传播形态上给传统媒体提供了更先进和更多样化的 手段，有效地增强了传播的感染力和影响力。而且也使不同介质的媒体正在打 破固有的边界，走向汇聚，变为“你中有我，我中有你” 。可以预见，报刊与广 播、电视、网络等跨媒体融合发展以及实现信息传播立体化转变将成为潮流。 关键词：传统报纸 新媒体 报网互动 电子报纸 融合共赢 2 Abstract Newspaper is the oldest traditional media. In the present day, newspaper is impacted and challenged by new technology and various new types of media. News industry is undergoing profound evolution. As a matter of fact, the birth of new media is a result of changing demands from target audience; new media may be considered as a complement to old media, rather than replacement. During media competitions, newspaper can become more characteristic and featured, such as stressed language and in-depth correspondence. On the other hand, media can transform to adapt to the environment, so as to seek survival space. Practices like web interaction and e-paper can help traditional media to adapt to a changing environment. The upgrading communication technology not only offers more advanced and diverse transmitting methods to traditional media, effectively enhancing its influential power; but also breaks the boundary of different media, leads to a convergence. It is expected that the synergy and cross-media merge among newspaper, broadcast, TV and Internet will be a trend. Key words: traditional newspaper new media the interaction between newspaper and inte