论网络媒体与传统媒体间的整合互补关系正文.doc

摘要 媒体的“新”与“旧”总是相对而言的，因而“新兴媒体”实际上是个较为模糊的概念，因为每一个时代都有每一个时代的新兴媒体。本文所谓的新兴媒体主要特指网络媒体之后出现的大众传播媒体，它相对于电影、广播、电视等传统媒体，它基于数字技术，通过互联网、宽带局域网等渠道进行传播，诸如移动电视、数字电视、手机媒体、IPTV等。本文运用“媒介生态”理论，把新兴媒体放在更加宏观的“媒介生态”中去研究。根据“媒介生态”理论，本文结合了目前媒介整合的形态及规律，对今后媒介整合的趋势进行了研究。虽然新兴媒体具有传播快捷，易被受众接受等优势，但它与传统媒体间还存在着天然的联系，它与传统媒体的依赖性、共生性，都决定了新媒体时代是各种媒体共同繁荣、共同发展的时代。以数字技术为代表的新媒体，其最大特点是打破了媒介间的壁垒，消融了媒介、地域、行政甚至传播者与受众之间的边界。未来的媒体形态是多种技术整合的结果，也是多种媒体形态的集大成者，而不是谁颠覆谁，谁替代谁。 关键词：网络媒体，传统媒体，整合互补，研究； Abstract The media of the new and old is always relative, so the new media is actually a relatively vague concept, because every era has every era of new media. The so-called emerging media mainly refers to network media after the emergence of mass media, it is relative to the film, radio, television and other traditional media, it is based on digital technology, through the Internet, broadband LAN channels for communication, such as mobile TV, digital TV, mobile phone, IPTV and other media. This paper uses media ecology theory, the new media in a more macro media ecology to study. According to the media ecology theory, this paper combines the current integration of media forms and laws, on the future trends in the study of media integration. Although the emerging media has spread fast, easy to be accepted by audiences and other advantages, but it with traditional media also has a natural link, it and traditional media dependent, symbiosis, determine the age of new media is a media joint prosperity, joint development of the times. Digital technology as the representative of the new media, its greatest feature is to break the barriers between the media, the media, local ablation, administration and even the boundary between the communicator and the audience. The future of media is a form of multiple techniques of fusion results, but also a variety of media forms epitomizing, rather than who who who who subvert, alternative. Key words: Internet media, traditional media, the integration of complementary, research; 目录 摘要 1 Abstract