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当前,传统媒体正处于艰难转型的关键时期,唯有注重创意,才是媒体创新的思路,唯有如此,媒体才能创新而图存。互联网为我们带来了继文字发明、古登堡印刷术和电报使用之后的第四次传播革命,也为我们带来了继蒸汽机发明和电力的广泛应用之后的第三次工业革命。处在这样一个伟大的时代,媒体的创意涉及到传播的所有环节。对于媒介创意而言,顶层设计从来都很重要,“媒介机制创意”
At present, the traditional media is in a critical period of difficult transition. Only by focusing on creativity can it be the idea of media innovation. Only in this way can the media survive and innovate. The Internet brought us the fourth industrial revolution following the invention of text, the fourth revolution of communication after Gutenberg’s printing and telegraphy, and brought us to the third industrial revolution, following the invention of the steam engine and the widespread use of electricity. In such a great time, the media’s creativity involves all aspects of communication. Top-level design has always been important to media ideas, “” Creative media mechanics. "