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从上世纪90年代中期开始,全世界范围的媒体环境由于网络的出现及发展产生巨变,以报刊、广播、电视三大媒介为代表的传统媒体与因特网展开了激烈的对抗与融合,时至今日,这种对抗不仅体现在宏观媒体环境的博弈中,媒体人的个体竞争也呈现白热化。作为传统媒体从业人员代表的主播,一方面享受到了媒介融合过程中的海量资源,但另一方面,面对呈现出新特点的全媒体环境却又无可适从,陷入瓶颈。由此可见,全媒体环境对主播的功能与内涵提出了新的要求与挑战。
Since the mid-1990s, the media environment around the world has undergone tremendous changes due to the advent and development of the Internet. The traditional media represented by the three media such as newspapers, radio and television, and the Internet have fiercely confronted and merged with the Internet. Up to now, This confrontation is not only reflected in the game of the macro-media environment, but also the individual competition of the media people is intense. As the anchor of the traditional media practitioners, on the one hand, they have enjoyed the massive resources in the process of media integration. On the other hand, they face bottlenecks in the face of the all-media environment showing new characteristics. This shows that the all-media environment puts forward new requirements and challenges to the functions and connotation of the anchor.