我们生活在媒体的世界里,也亲身感受到了媒体的碎片化过程。这可以从媒体以及受众两个维度理解,媒体的维度主要体现在媒体的形态多样性、媒体的数量激增和信息量暴增;受众的维度体现在受众在消费媒体时自由度提升,个性化得到满足,同时对某一特定的媒体停留的时间短、忠诚度下降。媒体碎片化使得消费者接收信息在时空上都有了突破,但也需要多屏的整合才能挖掘其中的内在价值。 We live in the media world, but also personally experience the fragmentation of the media. This can be understood from two dimensions: the media and the audience. The dimensions of the media are mainly reflected in the diversity of the forms of the media, the surge in the number of the media and the surge in the amount of information. The dimensions of the audience are reflected in that the audiences have more freedom to consume media, Satisfied, while staying in a particular media for a short time, loyalty drops. Media fragmentation enables consumers to receive information in a breakthrough in time and space, but also requires the integration of multiple screens to tap the intrinsic value.