在网络技术和通信技术突飞猛进的现实环境下,信息的发布渠道、沟通方式、消费者的媒体接触习惯已发生了巨大的改变,这些因素推动当前的媒体环境进入一个数字媒体环境的新时代。数字媒体是以数字方式存在和数字方式传播的媒体,其当前的主要表现形式包括:数字报刊、数字电视、数字电影、网络媒体等运用数字技术,以屏幕为表现载体的 With the rapid development of network technology and communication technology, the information release channels, communication methods and consumers’ media contact habits have undergone tremendous changes. These factors have pushed the current media environment into a new era of digital media environment. Digital media is a digital media and digital media. The main manifestations of digital media include digital newspapers, digital television, digital cinema, online media and other digital technologies, and screen display media