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论文编号：	7169
作者编号：	2220132376
上传时间：	2015/5/28 14:21:14
中文题目：	新媒体发展背景下传统媒体转型研究
英文题目：	A Study of Traditional Media Transformation on the background of the New Media Development
指导老师：	张永强
中文关键字：	新媒体；传统媒体；转型
英文关键字：	Key words: New Media Traditional Media Transformation
中文摘要：	随着互联网和信息技术的普及，社会进入了信息时代，人们的生产方式和信息方式都发生了一系列新的变化。因为新媒体的出现，不但改变了人们获取信息的方式，更是改变了人们长期以来的收听、收看及阅读习惯。也正是由于这种转变，以报纸、广播、电视等为代表的传统的媒介生态格局受到了以视频网站、微信、微博、APP等新媒体的强烈冲击。如何看待这种冲击，如何应对这种挑战，如何认识媒体的发展，传统媒体如何走出困境获得新的生命？就成为当今媒体人关心和研究的课题。本文就是围绕这些问题逻辑地展开的。本文首先阐述了新媒体所独有的快速搜索查询、渠道多元和传播内容多样化的优势。针对新媒体对传统媒体的冲击，本文提出，新媒体是一种新的文化形态，它提高了人们改造自然的能力，促进了社会组织结构的更新，激发了社会成员的创造力，开启了新的文化市场。为此，我们应当热情拥抱和积极应对新媒体时代的到来。针对传统媒体面临的困境，本文运用大量的数据，从理论和事实两个方面，分析了传统媒体面临的体制、内容、产业、技术等层面的困境，论证了传统媒体转型的客观必然性和转型的价值。关于未来媒体将如何发展的问题，目前业内存在着多种观点，其中最主要的有两种观点：分化论和融合论。本文认为，媒体的发展是分化和融合的辩证统一。据此，传统媒体应当倡导多种形式的创新，鼓励选择不同的路径，实施符合客观规律的发展战略，在信息技术不断发展下实现媒体融合。关于传统媒体如何创新、如何调整转型模式的问题，本文运用比较的方法，首先分析了传统媒体常见的盈利模式以及弊端，提出了媒体转型的基本路径是，拓宽全媒体产业链条，重建采编流程和组织结构，借助资本市场尝试跨界融合。最后，本文总结推介了两个比较典型、具有代表性的案例，通过分析特点，说明了他们的推广价值，希望能为传统媒体如何走出困境，获得新的生命提供一些参考。
英文摘要：	It has entered the information era with the popularity of the Internet and Information technology. A series of new changes in our mode of production and the way in which we access the information have taken place. In media industry, the traditional media have been severely affected by the new media. How should we view this impact, deal with this challenge, realize the development of the media, and let the traditional media emerge from this difficult situation is the topic what media people concern and research on. This paper will circle round these issues logically. First of all, according to the challenges to the traditional media,this paper, firstly will expound the unique advantage of the new media in fast search queries, channels from all aspects and diversity of delivering content. Aiming at the impact of the new media on traditional media, this paper will explore the new media as a new kind of cultural form which improve people's ability to transform nature, promote the renewal of social organization structure, arouse the creativity of the social members, and open up a new cultural market. Accordingly, the advent of the era of new media shall be warmly welcome and coped with actively. Secondly,throughout the plight of the traditional media, this paper using a large amount of data, from two aspects of theory and fact, will analyze the predicament of traditional media in the system, content, industry, and technology sphere, and expound the objective necessity and the value of the transformation of the traditional media. Thirdly, in the view of the development of the media, there are many kinds of opinions on this issue, and the two main views is the differentiation theory and the the fusion theory.This paper believe that the media development is the dialectical unification of these two factors. Accordingly, we should advocate a variety of forms of innovation, and encourage to choose a different path to carry out the development strategy which conform to the objective laws. Finally, viewing on the traditional media emerge from the plight, this paper, using comparison method, firstly will analyze the common profit model and disadvantage of the traditional media, and put forward the basic path of media transformation, i.e.to broaden entire media industry chain, to reconstruct of journalistic process and organizational structure and to attempt the cross-border integration with the help of the capital market . This paper will summarize and promote two cases of the ZheJiang Media and HuNan Satellite TV, and illustrate their promotion value through the analysis of their characteristics, which is representative.
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