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随着传播技术的飞跃发展,各种新媒体的出现已经全面介入了普通城市居民的日常生活,丰富甚至改变了他们的思想和行为方式。因此也非常有必要关注新媒体所承载的价值问题。本文以东方明珠移动电视为例,从媒介、受众、内容、效果等各个方面分析其如何实现价值、实现何种价值的问题,提出新媒体不应仅仅停留在商业层次,而应承载主流价值,承担更多的社会责任,这样发展前景才会更广阔,才能在激烈的媒介市场竞争浪潮中立于不败之地。
With the rapid development of communication technology, the emergence of various new media has fully involved the daily lives of ordinary urban residents, enriching and even changing their thinking and behavior. Therefore, it is also very necessary to pay attention to the value of the new media. Taking Oriental Pearl Mobile TV as an example, this paper analyzes how to realize value and what value to realize from various aspects such as media, audience, content and effect. It puts forward that new media should not just stay at the commercial level, but should carry the mainstream value and commitment More social responsibility, such a broader development prospects will be able to fierce competition in the media market invincible.