多元文化视域下传统电视与网络电视媒介竞争与发展研究.pdfVIP

摘 要 现今，越来越多的人慨叹“时代变了，传统的思想、理念、行为、风 俗、习惯等在不断地被取代，因此，由社会群体整体意识所折射出的文化也 不断发生着变化。正如每一次文化的变迁都与传播有着千丝万缕的联系。近 年来，数字技术的飞速发展、互联网的应用与普及以及通信技术的繁荣，使 得数字、网络和通信技术逐步介入到媒介传播的构成当中，随着社会文化的 多元化发展，受众需求的不断提升，受众的分群化与个性化趋势愈发凸显， 新技术的发展使新媒体异军突起，催生出被称之为新媒体的媒介形态，网络 电视更是新媒体家族里的重要一员。这一切都给传统电视媒介带来前所未有 的冲击，传统电视媒介过去的“黄金时段’’变得不再“黄金，收视率的标 准也一降再降，传统电视媒介正面临着前所未有的挑战，站在危机与转型的 岔路口。网络电视无法避免的与传统电视媒介产生媒介之间的竞争，并且在 竞争与发展中不断相互借鉴、相互融合。因此，本文从多元文化角度出发研 究传统电视媒介与网络电视媒体发展过程中存在着问题、矛盾、转型与挑战， 探索多元文化视域下传统电视与网络电视媒介竞争与发展的对策，为传统电 视和网络电视在媒介竞争与发展提供借鉴和参考。 ． 关键词：多元文化；传统电视；网络电视；媒介竞争 Abstract Nowadays，more and more people complain?the times have changed，”the traditional ideas，concepts and practices，customs and habits are replaced by social groups．Therefore，the cultures of overall awareness are changing constantly．As the transitions of the culture every time and transmission are interrelated．In recent years，nle rapid development of digital technology,the popularity of interact and the prosperity of communication technology make them infiltrate into media communication．nle development of new technology,new media called bouncy gave birth to the new media form．network Tv iS the new media in all important member．As social and cultural diversity developed，audience needs are promoting confinually，the split and personality of audiences are becoming clearer,new technology development makes new media developed rapidly,all of them bring great impact to traditional television medi％’’Golden period“of traditional television media is not“gold”any more，audience rating standard is falling down, traditional television media is facing challenges that never have，stand at the crossing of the crisis and transition．In the medium of也e competition and development,traditional television media in its technical development and dissemination are changing．The Content development that traditional television media posit themselves cannot meet audience demands for media obviously． 砀crefore．this article which from different kinds of cultural perspective research