新媒体的崛起打破了传者和受众的界限,传统媒体不再是信息的独家发言人。然而,由于受众和新媒体缺乏职业的新闻敏感、宏观的透视角度以及对信息材料的过滤和二次加工能力,无法胜任深度报道,挖掘“新闻背后的新闻”的工作。可见,公信力是传统媒体不可替代的优势所在,也是传统媒体扩大影响力的必然选择。 The rise of new media has broken the line between the audience and the audience, traditional media is no longer the sole spokesman for the information. However, due to the news-sensitive, macroscopic perspective of the lack of occupations by the audience and the new media, as well as the ability to filter and secondary-process information materials, it is not capable of performing in-depth coverage and digging for “news behind the news”. Can be seen that credibility is an irreplaceable advantage of traditional media where, but also the traditional media to expand influence the inevitable choice.