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网络的兴起,使媒介大战愈演愈烈。其发展速度之快令人咋舌。由于第四媒体的介入,在21世纪,传统媒体之间的竞争不但不会消失,而且增添了一个颇有威力的竞争对手,形势将变得更为严峻。在某种意义上说,这是一件好事,它是迫使传媒提高传播质量和效果的巨大推动力。 面对第四媒体的挑战,传统的三大媒体应当怎样应对?我认为应着力做好以下几点。 (一)分层次地满足不同受众的不同需要。受众是分层次的,有些受众文化层次比较高,他们对于新闻信息的需求层次相应的也就比较高。为满足这些受众对新闻信息的需求,传统媒体
The rise of the Internet has intensified media wars. Its development is staggering. Due to the involvement of the fourth media, the competition between traditional media will not disappear in the 21st century, and a powerful competitor will be added. The situation will become even more severe. In a sense, this is a good thing, and it is a huge force that forces the media to improve the quality and effectiveness of communication. The face of the fourth media challenge, the traditional three media should be how to deal with? I think we should focus on the following points. (A) to meet the different needs of different audiences hierarchically. Audiences are hierarchical, with some audiences having a higher cultural level and correspondingly higher levels of need for news and information. To meet the needs of these audiences for news and information, traditional media