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论文编号：	7159
作者编号：	2220131053
上传时间：	2015/5/27 14:18:02
中文题目：	传统媒体与新兴媒体融合发展研究——以北方网为例
英文题目：	Media Convergence Development and Strategy between the traditional media and the new media:base on the case study of the Enorth
指导老师：	韩德昌
中文关键字：	传统媒体，新兴媒体，融合发展
英文关键字：	Traditional media，New media，Media convergence integration and development
中文摘要：	当前，受众获取信息的方式发生巨大改变，新兴媒体成为人们获取信息的主要渠道，传统主流媒体的传播力、影响力和引导能力面临巨大挑战。做好传统媒体与新兴媒体的融合发展，是党把握意识形态工作主导权、话语权的迫切需要，也是传统主流媒体自我革新，赢取未来的必由之路。 本文着力研究传统媒体与新兴媒体融合的方法路径。经研究发现，传统媒体经过几十年的发展，具有明显的内容优势，若把内容优势与互联网的思维、技术等优势嫁接，形成优势互补、彼此助力，这是融合的价值所在，才能真正形成新兴媒体与传统媒体一体化发展。 媒体融合是一项复杂的系统工程，传统媒体与新兴媒体必须首先从思想上开始融合，用思想指导行动，继而通过改造传统媒体采编播的业务流程、组织架构、开展技术研发，以及培养大批适用人才和优化激励机制等多个方面全面推进，达到传统媒体与新兴媒体的内容融合、平台渠道融合以及资本与产业的融合。最终达到抢占新兴舆论阵地，扩大主流价值在主流阵地的影响力和传播力，提高舆论引导能力的目的。 本文以作者所在单位北方网新媒体集团作为具体研究对象，深入分析实现北方网媒体融合的思路，最终提出具体融合的方式与实施办法。
英文摘要：	Currently, dramatic changes have happened in the way of getting information by the audiences and new media has become the main channel for people to obtain information. The abilities of the traditional mainstream media to spread, influence and guide have faced enormous challenges. Good integration and healthy development between the traditional media and the new media is not only an urgent need for the party to grasp the dominance and discourse power in the ideological work, but also the only road for the traditional mainstream media to realize self-innovation and win the future. The paper aims to study the methods and measures of the good integration and healthy development between the traditional media and the new media. The study finds that the traditional media holds the content as its obvious advantage through these decades-years development. However, the core value of the media convergence integration and development is to combine the content advantage with the internet-oriented thought, relative technology as well as some other advantages together. These various complementary advantages will take great effect with each other. Ultimately，that’ll force the integration and development between the traditional media and the new media. Media convergence is a complicated systematic project. The convergence between the traditional and the new media needs to start from the thought，which will be the guidance of action, and thus takes the improvement of the traditional media editing ,broadcasting as well as the business processes, organizational structure, relative technology and application research and development. Also the convergence requires cultivating the team talent in many aspects and promoting the incentive mechanism as well. All the measures refer above will achieve the media-convergence goal including the content integration, platform and channel integration together with the capital and industry integration between the traditional and the new media so as to seize the ground of public opinion, expand the mainstream value’s influence and spread it, improve the guidance ability to the public option. The paper takes the Enorth as its case study object, where the writer works. It thoroughly analyses the thinking of realizing media convergence in the Enorth, and brings up the detailed methods and measures for the implementation of the media convergence.
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