摘要
传播技术的发展与市场力量的推动,深刻地改变着我国互联网媒体环境,传统媒体的数字化转型成为构建我国现代传播体系的必由之路。当前,我国传统媒体面临着渠道优势消失、区域壁垒高筑以及广告收入下滑等发展困境。本文以马克思主义理论为支撑,以新旧传播范式的转换为核心思路,深入探究推动媒体更新换代的基本动因,力求把握媒介样态变迁的规律与原理,在此基础上,对传统媒体在传播范式转型中的具体可行路径提出建议与思考。
With the development of communication technologies and the push of market forces,the Internet media landscape has profoundly changed in China.Traditional media calls for the digital transformation to build China’s modern communication system.At present,China’s traditional media are confronted with the development dilemma,including disappearing advantage of channels,high regional barriers and declining advertising revenue.With the transformation of communication paradigms at the core,this paper,supported by marxist theory,delves into the basic causes of media ungradation,and grasps the law and principle of the change in media patterns.On this basis,the paper puts forward suggestions and thoughts on the feasible path of traditional media in the transformation.
出处
《中国新闻传播研究》
2019年第1期3-15,共13页
China Journalism and Communication Journal
关键词
传统媒体
媒体融合
传播范式
马克思主义
新型连接关系
traditional media
media convergence
communication paradigm
Marxism
new connectivity
