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传统媒体进驻社交网站,是互联网背景下人际传播模式与大众传播模式的一次富有创意的结合。社交网站所拥有的人际网络资源为传统媒体的信息传播提供了全新的路径,其多元化传播主体所造就的针对性传播的可能性和独特的信任资源更为传统大众传播媒体所稀缺。
The traditional media presence in social networking sites is an innovative combination of interpersonal and mass communication modes in the context of the Internet. The social networking resources owned by social networking sites provide a completely new way for traditional media to disseminate information. The diversified media has the possibility of targeted communication and the unique trust resources are more scarce in the mass media.