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An effective path for the integration and development of traditional media under the new media environment

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DOI: 10.23977/mediacr.2024.050303 | Downloads: 26 | Views: 309

Author(s)

Zhang Jiheng 1

Affiliation(s)

1 Nanchong Hengyi Art and Culture Exchange Co., Ltd, Nanchong, China

Corresponding Author

Zhang Jiheng

ABSTRACT

With the rapid development of science and technology and the popularization of the Internet, new media has gradually emerged and become an important force for information dissemination. At the same time, the traditional media is also facing unprecedented challenges and opportunities. Under the new media environment, how to realize the integration and development of traditional media and new media has become an important topic in the current media industry. This paper first sorts out the necessity of the integration of new media and traditional media, then expounds the development status of traditional media under the new media environment, and finally innovates the content form, expands the advertising channel, and realizes the two-wheel drive; Differentiated positioning, strengthen the content innovation ecology and omni-channel integration, accurately touch many aspects, and deeply explore the effective path of traditional media integration and development, aiming at providing theoretical support and practical guidance for the transformation and upgrading of traditional media in the new media era.

KEYWORDS

New media, Traditional media, Fusion, Effective path

CITE THIS PAPER

Zhang Jiheng, An effective path for the integration and development of traditional media under the new media environment. Media and Communication Research (2024) Vol. 5: 13-17. DOI: http://dx.doi.org/10.23977/mediacr.2024.050303.

REFERENCES

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[3] Lu Di. The trend of TV News Communication under the background of Media Convergence [J]. News Research Guide, 2017, 8(16):126. 
[4] SUN Yu. Research on the Development Strategy of ZG Network under the Background of Media Convergence [D]. Capital University of Economics and Business, 2021.

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