精神、理念与技术:媒介融合的热点背后  

Spirit,concept and technology: Behind the hot convergence of media

作　　者：王少磊[1] 马青 

机构地区：[1]南京师范大学新闻与传播学院,江苏南京210023 [2]南京广电集团南京人民广播电台新闻频率,江苏南京210001

出　　处：《南京邮电大学学报（社会科学版）》2014年第4期1-5,17,共6页Journal of Nanjing University of Posts and Telecommunications(Social Science Edition)

摘　　要：在麦克卢汉主义者眼里,传统媒体的持续萎缩,是互联网作为"绝对尺度"强制衡量的结果。对于无论报纸还是广电而言,出路首先不在于以消灭自己为代价与新浪、腾讯角力(比如创办内容同质的网站与APP客户端),而是应该汲取新媒体的理念和精神、结合自己的专业人才和资源优势、捕捉受众不断变化的时代特征,去释放原本还蛰伏于内部的生产力。这也许最终仍不能抵挡新媒体的进逼,但在某个有限的时空里,可以分到属于自己的受众、广告、影响力和话语权份额。In the eyes of McLuhan theory followers, the continuous shrink of traditional media is the result of the compulsory measure of the Internet as an ＂absolute scale＂. For both newspapers and radio and television, the way out is not to compete against Sina, Tencent at the cost of sacrificing themselves, by such responses as building homogeneous website and APP, but to develop their existing inner productivity, by drawing the concept and spirit of new media, taking advantage of their own expertise and resources, and adapting to the ever-changing audience. This may ultimately not be able to resist the invasion of new media, but will assure them with their share of audience, advertising, influence and say in a certain limited time and space.

关 键 词：媒介融合 传统媒体 新媒体 互联网 

分 类 号：G206[文化科学—传播学]