浅析网络传播对传统媒介的影响

浅析网络传播对传统媒介的影响

摘要

在三次信息革命的强力推动下，现在上网聊天已不再是什么神秘的事情。在这个以信息产业与传媒产业为支撑的现代社会里，网络扮演着越来越重要的

角色。不过，富有意味的是，网络当初的设计却只是出于军事目的。时过境迁，四十多年后，当它给全人类的生活带来一幅全新的图景——从政治、经济到文化，自然让我们唏嘘不已。众所周知，网络媒介依托其独特优势已经对今天的传统媒介形成强大冲击。如果把因特网形容为一把“双刃剑”的话，那么对传统媒介来说，它既是挑战又是机遇。实践表明：传统媒体与网络媒体，两者在短时间内不仅不会吃掉对方而且还会相扶相携走过一段漫长路程。既然不能取代对方，在现实境遇中，这就要求两者各自寻找自己的出路，在合作中共谋发展，这也是被实践证明了的正确方向。只有各取所长，各补所短，两者才能够真正实现双赢。

关键词：网络网络媒介传统媒介共赢

On the network impact of dissemination of traditional media

ABSTRACT

Strong in three of the information revolution, driven, and now the Internet chat again is not no mystery. In the information industry and the media industry as the support of modern society, the network plays an increasingly important

Role. However, the rich means that the original design of the network, but only for military purposes. Time passes, 40 years later, when it brings life to all mankind a new picture - from the political, economic, cultural, natural let us marvel, but it brings more of the media people are surprised and anxiety. As we all know, network media have been relying on its unique advantages for today's traditional media has created a powerful impact. However, today's traditional media has no initial panic when faced with network media, they are now getting more rational and sensible. If the Internet described as a "double-edged sword", then So the traditional media, it certainly brings both challenges and opportunities. We welcome that, in recent years in open competition with online media, traditional media have lost something in the same time has made its own strides. Practice shows that: traditional media and network media, the two will not eat each other not only in the short period of time but also catching Xiangxie come a long distance. Since I can not replace each other in the real situation, this requires that the two find their own way, in cooperation and seek common development, which is proved by practice the right direction. Only the respective merits of all make up the short, both able to realize a win-win.

KEY WORDS:Network，Network Media，Traditional media，

Win

前言 (6)

一、网络传播的定义及现状 (7)

二、网络传播的优势与缺陷 (9)

三、传统媒介（广播、电视、报纸）的定义及现状 (13)

四、网络传媒对传统媒体的挑战 (15)

五、未来预测：网络传播与传统媒介共赢 (17)

结论 (19)

谢辞 (20)

参考文献 (21)

德国哲学家黑格尔（1770-1831）曾说：“存在即为合理”，作为一种在短短一二十年间即风靡全球的新兴媒体，网络媒体更有它存在的理由。我们说，一种新的事物能否在社会生活中站稳脚跟，归根到底取决于人们对它的认可程度、依赖程度。我们可以看到，网络对传统媒体的冲击还只是一个开始，传统媒体注定要学会“与狼共舞”。当然，对于这场受众争夺大战，人们自可以“仁者见仁，智者见智，从不同的角度对这场”没有硝烟的战争“做出种种假设和猜想。本文试通过对两者发展历程的对比关照，找出若干规律性的东西并就网络媒介的发展前景做出一些不成熟的估测。