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近几年,网络媒体迅速发展,受众群体数量迅速增加。网络媒体凭借其信息量大、交互性、全球性、及时性、多媒体形式传播的优越性,获得了强劲的发展,在一定程度上改变了传统媒体的传播观念,拓展了传播者、传播内容、传播渠道和受众数量,增强了传播效果。人们对互联网络中的信息获取日益习惯和依赖,网络对人们生活的影响越来越大。万事都有其两面性,在网络传播给人们的生活带来的多样化和便捷的促进作用的同时,我们也不得不看到其不可避免的负面影响。以下我们谈谈网络媒体强势发展带给传统媒体的冲击,以及传统媒体生存、发展的机遇与策略。
In recent years, the rapid development of online media, the rapid increase in the number of audiences. With the advantages of large amount of information, interactivity, globality, timeliness and multi-media communication, online media has gained strong development, which has changed the traditional media concept of communication to a certain extent, expanded communicators, disseminated content, Communication channels and the number of audiences have enhanced the effectiveness of communication. People get more and more accustomed to the information gain in the Internet, and the influence of internet to people’s life is more and more important. Everything has its two sides, and we also have to see its unavoidable negative impact on the diversification and convenient promotion brought by the Internet to people’s lives. Below we talk about the impact of the strong development of online media on traditional media and the opportunities and strategies for the survival and development of traditional media.