“天下大事分久必合,合久必分”,几百年前《三国演义》里的这句古话似乎早已参透了当今新闻传媒行业的“合”与“分”。“合”,即“融合”、“整合”,而“分”,即“分立”、“分化”。从传媒形态的角度来看,所谓“融合”是各种传媒形态之间的融合,比如传统媒体与新媒体之间、传统媒体与传统媒体之间的融合,这是外在的融合。而从传媒个体的角度来看,“融合”则是各传媒个体自身资源的融合,比如传统的报业、广播电视媒体自身各种信息资源的融合,这是内部的融合。外部融合只是融合的 “The major events in the world will be for a long time and will be divided for a long time.” This ancient saying in The Romance of the Three Kingdoms hundreds of years ago seems to have already penetrated into the “cooperation” and “division” of today’s news media industry. “Together”, that is, “integration”, “integration”, and “points”, that is, “separation” and “differentiation.” From the perspective of media form, the so-called “integration” is the integration between various forms of media, such as the integration between traditional media and new media and between traditional media and traditional media. This is an external fusion. From the point of view of the media individual, “integration” is the fusion of resources of individual media. For example, the integration of various information resources in the traditional newspaper and radio and television media is an internal fusion. External integration is just amalgam