近十年是传媒生态环境变化最快的一段时期,以互联网为代表的新媒体的迅速崛起给传统媒体的生存与发展带来了严重困扰。微软公司董事长比尔·盖茨曾经说过,几十年后平面媒体将在地球上消失,而互联网也将在不久的将来“颠覆”传统电视的地位。因此,传媒环境的突变,使得传统媒体数字化生存成为学界和业界共同关注和讨论的焦点。 In recent ten years, the rapid change of the media ecological environment has taken a period of time. The rapid rise of new media represented by the Internet has seriously haunted the survival and development of traditional media. Microsoft chairman Bill Gates once said print media will disappear on Earth decades later, and the Internet will “subvert” traditional TV’s status in the near future. Therefore, the abrupt change in the media environment has made digital survival of traditional media a common focus and discussion of academia and industry.