近年来,随着互联网技术的不断发展,媒介形态日新月异,人们对新媒体和媒介的认识及使用也越来越广泛。新媒体既是一种信息传播的工具,也是成就人们新生活的背景环境,而这其实是新媒体作为一种新颖工具普遍化、日常化的结果,亦是新媒体的发展方向和趋势。新媒体参与了媒介融合,它是融合的接口,所以本身成为媒介融合的一种形态。本文首先对目前传媒行业的现状与挑战进行描述,并在此基础上,阐述媒介融合背景下新 In recent years, with the continuous development of Internet technology and the ever-changing media, people are more and more aware of and use new media and media. New media is not only a tool for information dissemination, but also a background environment for the success of people’s new life. This is actually the result of the universalization and dailyization of new media as a new tool, as well as the development direction and trend of new media. New media is involved in media convergence. It is the interface of integration, so itself becomes a form of media integration. This article first describes the current situation and challenges of the media industry, and on this basis, elaborates on the new context of media convergence