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以互联网平台为核心,以用户和用户之间的关系为传播机制,以互动为内容生产的动力,以多媒体为特色,以新闻、资讯和服务有机融合为商业模式,这五点合起来构成新媒体的本质。传统媒体的衰落是全球普遍现象。美国纸媒收入总额,雇员规模和社会影响力在2007前后达到顶峰,然后以平均每年百分之十左右的速度下降,今天大概在顶峰期的一半左右。再过三五年,纸媒衰落速度会下降,收入总额、雇员规模和社会影响力缩减到顶峰期三分之一左右,再缓缓下降。因体制支撑和现代化程度的距离,中国传统媒体衰落的步伐落后美国五到七年,但衰落轨迹和美国差不多。如此趋势下,传统媒体业渐形成了必须转型的思想共识。但是,在向什么方向转型,走什么样的转型之路的问题上,共识远未形成,假转型或乱转型的现象随处可寻,真转型难得一见。一些国有传统媒体在资本层面组成媒体集团,大肆出手收购网络游戏公司,或进入房地产和金融业等暴利行业,被称为转型努力。这是资产配置上的动作,做得再多,也只是资产控制的变化,无助于传统媒体转型,
Internet platform as the core, the relationship between users and users as the dissemination mechanism to interactive content as the driving force of production, with multimedia features, news, information and services for the organic integration of business models, these five together constitute a new The essence of the media. The decline of traditional media is a global phenomenon. The U.S. paper revenue, employee size and social influence peaked around 2007 and then declined at an average annual rate of about 10 percent, about half the peak now. In another three to five years, the decline of paper media will decline. The total income, the size of employees and the social influence will be reduced to about one third of the peak, and then slowly decline. Due to the distance between institutional support and modernization, the pace of the decline of traditional Chinese media lags behind that of the United States for five to seven years, but its trajectory is similar to that of the United States. Under such a trend, the traditional media industry has gradually formed the ideological consensus that must be transformed. However, on the question of what direction to take and what kind of transformation should we take, the consensus is far from being established. The phenomenon of fake or chaotic transformation can be found everywhere. The real transformation is rare. Some state-owned traditional media groups formed a media group at the capital level. They wantonly acquired online game companies or entered profiteering industries such as real estate and finance. This is called a restructuring effort. This is an asset allocation action, done more, but also changes in asset control will not help the traditional media restructuring,