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本文运用文献资料调研、历史分析等方法,以动画电影《神秘世界历险记3》的新媒体与传统媒体互动融合模式为例对全媒体背景下国内传统媒体的应对策略进行究。随着新媒体的兴起使得传播讯息的方式变得格外便捷。加上新媒体的时效性和互动性,画面和声音传播的综合、聚拢等特征,使传统媒体在传播优势方面受到极大挑战。在新媒体的冲击下,传统媒体应该如何生存和发展?新媒体需要传统媒体提供内容,而传统媒体可以借助新媒体拓展媒体空间,利用传统媒体已有的成熟的品牌做跨媒体传播。本论文将以动画电影《神秘世界历险记3》的推广为例,体现传统媒体与新媒体的互动融合的初步成效。
This article uses literature research, historical analysis and other methods to study the coping strategies of domestic traditional media in the context of all media based on the interactive fusion model of the new media and traditional media in the movie “Mystery World 3”. With the rise of new media, the means of disseminating information has become even more convenient. Coupled with the timeliness and interactivity of new media, the integration of screen and sound, and other characteristics of aggregation, the traditional media are greatly challenged in disseminating the advantages. Under the impact of new media, how should traditional media survive and develop? New media needs content provided by traditional media, while traditional media can expand the media space with new media and make use of the mature media of traditional media. This dissertation will take the promotion of the movie “The Mystery of the World 3” as an example to show the initial results of the interaction between traditional media and new media.