传统纸质媒体在新媒体时代的生存危机及出路
随着时间的推移，中国的纸媒的数量已经十分庞大，受众也面向了全体社会公众，内容也更加多样化，功能也不再局限于信息的传递。纸媒在较短时间内传播信息，满足人们对信息的需求。科技的进步带来了新媒体，新媒体的出现，改变了人们对于信息的需求内容和需求方式，也更加快速的把信息传递给受众，不可避免的会对纸媒的存在与发展产生威胁。随着新媒体的发展，越来越多的人们选择从网络上、手机上获取资讯，传统纸媒面临着读者大量流失、发行量萎缩、广告收益下降等诸多困境。新媒体的流行瓜分了传统纸媒的大蛋糕，受众的减少，广告额的锐减，这些现象在一段时间里让"报纸消亡论"甚嚣尘上。虽然新媒体的传播优势十分明显，但是传统纸媒依然具有强大影响力和公信力。
本文将深刻剖析传统纸媒和新媒体各自的优劣势，分析为何新媒体受到受众欢迎，传统纸媒融合这些优势的可行性。告诉大家新媒体和传统纸媒不是表面上“你死我活”的竞争关系，两者在一定程度上相互依存。传统纸媒应该利用新媒体的优势增加自身吸引力，形成重视产品内容的原创性和深刻性，注重用户体验迎合受众的新型媒体，这样的纸媒才能重新具有核心竞争力。
毕业论文关键词：新媒体；传统纸媒；威胁；发展方式；
ABSTRACT In Han dynasty, China has already had a prototype of newspapers. At that time, it was called “Dibao” which played a role in communicating and contacting between emperors and senior officials of counties, responsible for sending some official documents concerning emperor’s ukases, imperial edicts and some political information concerning court events to bureaucrats from all over the region regularly. Then officials implemented these policies accordingly. Although the varieties and audiences of Dibao delivering contents of communication were less compared with paper media, it had paper media’s the most basic function-delivering information.
As the time going ,the amount of the category of newspapers becomes larger,which is even broadcast to the whole society with more persity in its contexts and the function of it is no more than the restriction in the delivery of the information. Information are broadcast in the short period so as to satisfy peoples’ needs through newspapers approach.it has brought new media with the development of technology,which are changing the peoples’ demand in both the context and approach to the information.information being delivered to the public rapidly by this new way is threatening the existence and development of newspapers.More people prefer to searching information online or by phone whilst traditional newspapers approach is in a dilemma where it’s losing large quantity of readers ,shortening the number of issue and descending the profit in advertisement.It’s no doubt that the market size of traditional newspaper approach is shrinking because of the popular of new media.As the result ,the decline in the number of readers and revenue in advertisement derive the Philosophy Of Newspapers Approach’s Disappearing.Although broadcasting by new media has brought many obvious advantages,It’s believed that traditional newspaper approach still has an significant influence both in affection and convince among the public.
This passage will deeply analyze the advantages and disadvantages of traditional media and new media, analyze why new media is so popular among audiences and analyze the feasibility of traditional media containing these advantages. Moreover,it also will tell people it is not the relationship of rat race apparently between new media and traditional media, but mutual interdependence to some degree. Traditional media should make full use of new media’s advantages to increase its attractions, forming new media which emphasizes the originality and profundity of product contents and pays much attention to user experience. Only then can this kind of paper media have a core competitiveness again.
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