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互联网时代的到来加速了传统媒体转型的步伐,传统媒体多年来积累的内容制造优势成为稀缺资源,而渠道拓展同时为传统媒体提出了新的课题。当前,香港社会舆论环境复杂,新媒体使用在社交性、专业性、服务性等方面呈现出新特征和新情况。鉴于此,运用新媒体思维扩大对港传播路径需要从内容和渠道两方面入手,强化传播内容的指向性、针对性和引导性,借助新媒体矩阵的渠道,进一步拓展传播范围,综合运用大数据分析等新媒体技术提升传统报道和新媒体产品的传播效果,实现对港广播的新突破。
The advent of the Internet era has accelerated the pace of transformation of traditional media. The advantages of content manufacturing accumulated by traditional media over the years have become scarce resources, and at the same time, new channels have been proposed for traditional media. At present, the social environment in Hong Kong is complex and the use of new media presents new characteristics and new situations in terms of sociality, professionalism and service. In view of this, the use of new media thinking to expand the path of Hong Kong’s communications needs to start from both the content and channels, strengthen the direction, relevance and direction of the dissemination of content, with new media matrix channels to further expand the scope of dissemination, integrated use of big data Analysis and other new media technologies to enhance the dissemination of traditional media coverage and new media products to achieve a new breakthrough in Hong Kong broadcasting.