This paper expounds the influences of "new media" in different periods on traditional media and communication, and analyzes the development strategies of communication under the environment of media i

This paper expounds the influences of "new media" in different periods on traditional media and communication, and analyzes the development strategies of communication under the environment of media integration. When dealing with the impact of the Internet, the response of the old media seems to be somewhat slow and disorganized. Considering their inertia thinking, huge personnel and infrastructure costs, and their insistence on news quality, the reaction of the old media is actually completely understandable. Moreover, when we face a lot of content on the Internet that lacks credibility and ideological depth, we will feel that its insistence on quality still has its value. However, in this era of information fanaticism, the value and importance of content are greatly weakened in many cases, and freshness and interest have become important factors to attract audiences and users' attention.

Of course, traditional media are also trying to find their own position in the new media form. The Internet transformation of The New York Times, The Guardian and other classic newspapers has left some hope for traditional media. However, if we look at the traditional media, we may see its future from the decline of the once-beautiful media such as computer newspaper.

But for the media, the more noteworthy question in this era is whether readers still care about where the information comes from. When you want to know a piece of news, today's users often start with search engines, social networks and news aggregation websites and click on the links they want to see most. The user's loyalty to a particular media is obviously weakened, which is undoubtedly a greater challenge for the media that make a living with the user-centered advertising model. How to attract users better, traditional media should perhaps learn from those pure online media.