随着传统报业受到新媒体挤压趋势的日益明显,媒介融合,成了近年来报业发展热议的话题。但是,从眼下一些实践看,报业的媒介融合,大多走的是跟随路径,报业在新媒体后面模仿跟风、被动依附、无偿奉献,其结果是,报业的自我特色、自我阵地和自我价值日渐模糊、萎缩、消解。要改变这一现状,报业亟需变被动为主动,挖掘自身优势与特色,力求以我为主,将新媒体元素为我所用,在与新媒体的融合中谋求主导路径,发出报业自己的声音,找到属于报业的生存空间和未来。 With the increasingly obvious tendency of the traditional newspaper industry being squeezed by new media, media convergence has become a hot topic in the development of the newspaper industry in recent years. However, judging from the current practice, the media integration in the newspaper industry follows most of the path followed by the newspaper industry imitating the new trend and following the new media with passive adherence and passive dedication. As a result, the newspaper’s self-characteristics, self-employment and self Value increasingly fuzzy, shrinking, digestion. In order to change this situation, the newspaper industry needs to be passive and proactive, to tap its own advantages and characteristics, and strive to use me as the mainstay. I will use the new media elements for my own purposes, seek a leading path in the integration with new media, and issue newspapers themselves Voice, find the living space and the future belong to the newspaper.