Author(s)

Jinshuai Wang ¹

Affiliation(s)

¹ Faculty of Arts and Social Sciences, University of Malaya, Kuala Lumpur, 50603, Malaysia

Corresponding Author

Jinshuai Wang

ABSTRACT

The rapid development of new media has transformed the media communication environment and has had a significant impact on the traditional media industry. New media can completely break through the limitations of traditional media, allowing people to access various types of information and resources anytime and anywhere, which has led to the gradual fading of traditional media from public view. Against this backdrop, traditional media must seize the opportunities presented by the times, seek change and innovation based on its own advantages, actively integrate with new media, and explore new paths for transformation and development. This paper is grounded in the practice of media integration, analyzing the differences between traditional media and new media in terms of communication technology, communication characteristics, and information authenticity. It discusses the challenges that arise during the integration process of traditional media and new media and proposes corresponding strategies, aiming to inject new development momentum into the transformation of traditional media. It points out that to promote the further development of traditional media and avoid obsolescence, it is necessary to abandon past development models, actively integrate with new media, and leverage complementary advantages to innovate new forms that better meet the diverse needs of the public. In the process of integrating these two, it is essential not to be limited to a single integration channel but to continuously innovate and expand integration channels to achieve the best integration effect and promote the sustainable development of traditional media.

KEYWORDS

New Media; Traditional Media; Media Communication; Media Integration; Pathways

CITE THIS PAPER

Jinshuai Wang, Research on the Communication Innovative Integration of Traditional Media and New Media. Media and Communication Research (2024) Vol. 5: 29-35. DOI: http://dx.doi.org/10.23977/mediacr.2024.050405.

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