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商业化的传播媒体如果不能稳定地“掌握”住一定规模的受众,就不可能建立起良性的经营运转模式。新媒体如何“掌控”住属于自己的受众呢?这是目前业界关心的迫切问题。由于使用不同的传播技术手段,传统大众媒体被分为报刊、广播和电视等大类。随着INTERNET的诞生,传播又有了新的管道,于是出现了“第四媒体”、“新媒体”之说。新媒体目前最大的压力是寻找能够生存下去的经营运转模式。如果说,传统媒体能够生存的话,那么新媒体为什么不能呢?与前者比较,后者究竟有哪些不同之处,最终限制了它们效仿传统媒体的赢利之道呢?在此,不妨将新媒体与传统媒体的运作做一番比较。
Commercialized media can not establish a healthy mode of operation if it can not “master” a certain audience in a stable manner. How does the new media “control” its own audience? This is an urgent concern for the industry. Due to the use of different means of communication technology, traditional mass media are divided into newspapers, radio and television and other categories. With the birth of INTERNET, there is a new channel of communication, so there have been “the fourth media” and “new media”. The new media is now the biggest pressure is to find ways to survive the operation of the operation. If we say that traditional media can survive, then why can not new media? Compared with the former, the latter what are the differences and ultimately limit their profitability of traditional media follow the way? Here, may wish to new media and Traditional media operation to do some comparison.