数字技术的出现,使媒介形态、传播状态和媒体的经营业态都发生了革命性的变化。媒体形态的物理边界日益模糊,传播趋于双向乃至多向互动的混乱场状态,随着媒体形态和传播状态的变化,传统的媒体经营业态也相应地发生着复杂而深刻的变化。面对这样的新媒体变局,政府在大众传播领域的管理思想、制度和分工,亟需进行改革,以顺应时代潮流,创造环境优势,同时也要采取有效对策,维护主流舆论在“组织社会力量共同行动”中的职责和作用,以应对全球化竞争所带来的挑战。 The advent of digital technology has brought about a revolutionary change in the media format, media status and media business format. The physical boundaries of media forms have become more and more vague and disseminated in a chaotic market that tends to be two-way or even multi-interactive. With the change of media forms and communication status, the traditional media business operations also undergo complicated and profound changes accordingly. In the face of such new changes in the media, the government’s management thinking, system and division of labor in the field of mass media urgently require reforms so as to conform to the trend of the times and create environmental advantages. At the same time, we must also take effective measures to safeguard the mainstream public opinion in “organizing social forces Common action ”in the response to the challenges posed by the globalization of competition.