新媒体对传统纸媒的影响(英文原创)

SMST-321 Assignment Ⅱ

ⅠResearch topic：

In recent years, with the rapid growth of new media, the death of print media has been discussed among international press circles. Traditional print media are regarded as a sunset industry, and will disappear in the near future. Although many people worry about the prospect of print media when facing the new media situation, as an important and long-lasting information channel, print media still perform significant and unreplaceable effect. From this sense, print media still have opportunities brought by new media.

In order to get a better understanding of the relationship between traditional print media and new media, the researcher aims at studying what challenges and opportunities are brought by new media to traditional newspaper industry?

Ⅱ Literature Review:

Introduction:

The selected 6 references provides a general background and new trend of print media and new media. It can be found that traditional newspaper industry faces challenges from new media, especially the internet media. However, with the existing strengths, newspaper industry can flexibly take use of the trend of media convergence, and realize sustainable development.

References 1:

Meyer (2009) warns that if newspapers keeps declining with the current speed, the last reader would read the last newspaper in April 2040.

Existence of the internet directly takes away a considerable number of newspaper readers. In recent ten years, the young generation grow up with the internet, newspapers almost have no attractiveness to them. They become more accustomed to

gaining news information from new media. Development of the internet also const antly changes people’s reading habits, leading to original newspaper readers’ decreased dependency on newspapers (Meyer, 2009). With social progress and strengthened self-consciousness of people, they have stronger desire to participate in right of speech in social public life. They no longer satisfy with receiving print media information passively but want to express their own views about received information, let the society hear their voices, so as to gain the satisfaction of participating social governance. While only new media can provide people with platforms of free speech, which is the largest advantage of new media compared with traditional print media . All in all, the nature of new media’s challenges to print media is reducing newspaper reader group and influence of newspapers, causing circulation and advertising benefit to decrease.

References 2:

This book reveals that how innovation in online newspapers becomes an ongoing process in which different combinations of initial conditions and local contingencies lead publishers along divergent paths of content creation.

An important opportunity for print media is trend of media convergence. Media convergence refers to traditional media and new media cooperate with each other and supplement with their own strengths with the promotion of new communication technology, in order to reach the largest information distribution ability. For current operation of print media groups, the trend of media convergence is far from enough. Traditional print media can take advantage of the internet, so as to keep the huge audience group, guarantee the survival foundation and development prospect of newspapers. The fundamental issue of traditional print media’s transformation and upgrading is not just opening the internet and mobile edition, but how to use new technological platforms and new communication means to satisfy more audiences’ demand, attract readers and advertisers to return, and sell newspapers more broadly