What is the impact of Internet communication on traditional news media

The rise of the Internet has brought great challenges to traditional media such as newspapers, television as well as magazines. \x0d\ According to relevant statistics, about 1/3 of the users who read online e-news have lost interest in traditional media, TV ratings have dropped by 35%, radio listenership by 25%, and newspaper purchases by 18%. According to the survey of Paragon Research Company in the United States, 13% of American families returned their newspaper subscriptions in 1998 because of Internet access. From the above data, we can see that the aggressive development of network communication has brought great pressure to the traditional media. \x0d\ I. Traditional media's own deficiencies \x0d\ Among the traditional three major media, newspapers are mainly text-based communication, and in the process of disseminating information, there are at least the following deficiencies. First, in the process of reporting complex news events, the reporter can only take a single way of reporting, that is, with the text to express the objective news events need to do a subjective generalization of the description, it is inevitable that there is a gap with the objective facts; Second, by the page limitations, the capacity of the news information is limited, and can only be intercepted the most newsworthy and to cater to the majority of the people to read the orientation of the information, and therefore the lack of novelty, can not fully satisfy the reading needs of the audience at different levels. Thirdly, due to the limitation of publication time, newspaper news can only be updated in "days" at the earliest, although it is possible to supplement important news with "Extra" and "Supplement". Although it is possible to supplement important news information with "extras" and "supplements", the timeliness of newspaper news lags far behind that of the Internet in today's rapid development of information; fourthly, the circulation of newspapers is limited by geographical constraints, which results in a limited number of news sources and a limited coverage of dissemination; fifthly, the storage of printed newspapers is cumbersome and inconvenient for audiences to collect and organize and save, which results in a very troublesome retrieval and searching for information at a later stage. \x0d\ radio is mainly based on sound transmission, its inherent shortcomings are: first, the sound is fleeting, not easy to remember and save; second, the visual lack of intuitive, vivid image; third, the audience can only listen to the radio station in the order of broadcast, and can not be replayed and selected; fourth, the wireless transmission is very susceptible to interference by the weather, the direction of reception, the receiving equipment, the building, a variety of battery waves, etc., the sound fluctuations Fourthly, wireless transmission is highly susceptible to interference from weather, receiving equipment, buildings, battery waves, etc., and the sound may fluctuate. The biggest advantage of \x0d\ TV as a communication medium is the combination of sound and picture, but compared with the network media there are still the following disadvantages. First, the expression is not rich enough. The network can combine the transmission of text, charts, pictures, sound, video, FLASH animation and other forms in the dissemination of news; while TV only has sound and images. Second, TV news is subject to the strict limitations of program time, and can only disseminate the prescribed information in the prescribed columns within the prescribed time period. Third, when broadcasting other forms of television programs, instant news information can only appear in the form of subtitles at the bottom of the screen, which not only affects the dissemination of the effect, but also often fails to meet the audience for the news of a more specific, more comprehensive information needs. Finally, television, like radio, cannot be watched repeatedly. \x0d\ One-way communication is the Achilles' heel of the three traditional media of newspapers, radio and television. In the process of information dissemination, news organizations disseminate information to the audience, there is no audience feedback this link, the audience can only passively accept the information, and the lack of openly on the information to express their views on the way, there is no feedback and no interaction so that the audience can not express their own ideas, resulting in the dissemination of the effect of the greatly reduced. \x0d\2, the impact of the network on the traditional media \x0d\1, the network media's pioneering innovation to the traditional media to bring pressure \x0d\ With the development of the times, the audience has not only satisfied with the traditional media to obtain information. Cell phone from a single communication tool into the Internet can read, receive MMS, FMS, customized news of the real media; Internet is the introduction of network television, Internet radio, blogs, podcasts, pop-up windows, e-magazines, forums, space and other new features as a means of communication. These "new tricks" undoubtedly provide audiences at all levels with more convenient access to information. In contrast, the traditional media are indifferent or slow to act, the result can only be more and more passive and even helpless to cope with. \x0d\2, online media and traditional media to compete for the audience advantage is obvious \x0d\ the general psychology of the audience is to seek new and different, especially for a large number of young people, the demand for information is very large, love new things, pay attention to the dynamics of change. They turn their interest, sight and time to online media. Some data show that in 2006, China's cell phone users reached 455 million, and the number of Internet users reached 132 million in early 2007. Compared with the number of users or audiences of cell phones and the Internet is rising linearly, is in addition to the basic stability of the television audience, newspapers, magazines, radio audience is a significant decline. The reasoning is simple, a piece of cake, the network media cut more traditional media is bound to be less, the size of the audience will decrease, the original audience loss is self-evident. \x0d\3, network media to seize the traditional media advertising market intensified \x0d\ network media audience reading rate (click-through rate) can be accurately counted and intuitively visible, how many advertisements companies put, how many people click to read at a glance. This feature caters to the marketing psychology of enterprises and has gradually become an important part of their integrated marketing. Such as Nokia, Canon and other international brands, is gradually reducing the investment in television advertising, and based on the Internet, cell phones, new media, video stores and other media investment will increase. With the increasing audience of online media, webpage pop-ups, webpage links, webpage advertisements, etc. have become an important tool for online media to seize the traditional media advertising market. \x0d\4, online media is more attractive to investors than traditional media \x0d\4, in 2007 China's online media received attention from the investment market, PPLive, Tudou.com, etc. have received huge investment. The problem with traditional media is that there is little room for growth, and name brand media is heavily dominated. And online media has the communication advantage, user potential, marketing ability and other potential business value, more attention and favor by investors. \x0d\5, online media multi-party squeeze forces traditional media to reform to cope with \x0d\Web2.0 and other technologies used to make the network media tend to be foolproof, more people will join the ranks of Internet users; anyone can apply for a QQ number, browse the news, open a space homepage, a blog, you can send a song, pass a video, write an article. Cell phones are gradually spreading to the lower class and have become a low-end consumer product. These new features of the traditional media, is undoubtedly a threat to the bottom of the payroll, the traditional media must take the initiative to reform and actively respond to defend the position. \x0d\3, traditional media to cope with the network media strategy \x0d\1, continue to carry forward the traditional advantages \x0d\network media, although it has a number of advantages, but the traditional media also has a specialized news team, the long-term formation of the brand influence, a wide range of information channels, as well as a wealth of experience, and other advantages, which is difficult to surpass the network media in the short term. The huge amount of information on the Internet in the information age makes readers' precious time gradually wasted in a variety of unknown sources, good and bad information. In the face of information overload, we have to be careful to distinguish between what we are concerned about, what are boring gimmicks, and what is not conducive to physical and mental health. If there is an authoritative information-processing medium that possesses keen judgment, moral discipline and good taste, our anxiety may be alleviated to a certain extent. In fact, the traditional media have always been haunted by their weaknesses in terms of information volume, retrieval power and interactivity, but no one is perfect, and there can be no medium with absolute superiority; it is much easier and more effective to build on one's strengths than to compensate for one's weaknesses. \x0d\ However, the advantage of traditional media in the information age lies in this: it can guarantee the authenticity and objectivity of news to a certain extent, and can correctly guide public opinion. Especially for political news and other serious news, traditional media is in a monopoly position. The mass media shoulders the ideological mission and has a strong political nature. It is both an important content of cultural construction and an important means of building political civilization. \x0d\2, moderate segmentation and integration \x0d\ from the initial newspaper websites, network television, Internet radio, digital television, to the emerging cell phone newspaper, the dissemination of their own content by means of online media communication channels has been the traditional media's path of exploration. Many domestic newspapers, magazines, radio and TV stations already have their own websites, and in the future there may be blogs, podcasts and even cell phone clients, which is a reflection of the segmentation of traditional media. In recent years, in the face of the strength of online media, the publishing industry has quietly emerged as a "wave of reduction". In the face of the network's massive amount of information and easy to retrieve nature, if the newspaper is still trying to cumbersome information advantage to cope with the competition with the network, this is undoubtedly inappropriate, this is the embodiment of the integration of traditional media. \x0d\3, Integration should be led by online media \x0d\The integration of traditional media and online media is just a beautiful fantasy, combining text, pictures, animation, images and sound to create a new information platform. On this platform, online media rely on the credibility of traditional media and resource advantages to achieve the integration of information, while traditional media can also rely on the network's strong and powerful technological arm to complement each other's strengths, however, such a medium is impossible to realize. Because the attempt to integrate at the expense of a series of sacrifices, with a history of branding as well as the bloated institutions of traditional media tail, often in the job and expand between the exhaustion of the task and the lack of time, resulting in a loss of funds, brand discount. In the author's opinion, if the choice of integration, it should be led by the network media, they have a flexible organization, new ideas, and their own unique means of promoting new things. \x0d\4, comply with the inevitable trend of segmentation \x0d\American famous marketing scientist Al Ries has always insisted that segmentation is the inevitable trend of the times, the difference creates value, and the elimination of the market has also verified Ries's prophecy. Network media is precisely through the segmentation of the audience, to meet the individual needs of the audience to fight. Broadcasting has also successfully weathered the crisis brought about by the emergence of television through the improvement of its "narrowcasting". \x0d\5, highlighting the advantages with personalized features\x0d\ The challenge of the information age is not the technology, but the content. In a variety of new and old media fierce competition in the ecological environment, to win a side of the living space, the traditional media must develop their strengths and avoid shortcomings. When the network media is good at timely rolling reports, the traditional media should be in-depth to the essence of the problem, tracking reports; when the network media to seize the audience equal two-way communication, the traditional media should assume the official channels of the authority of the megaphone; when the network media to the massive amount of information as well as easy to retrieve to attract the audience, the traditional media should be streamlined information, condensed is the essence of the network media to present the views of all parties, the news will be presented in three dimensions, the traditional media should be streamlined information, condensed is the essence of the network media. When the network media present the views of various parties and present the news in three dimensions, the traditional media should strive to explore the depth of information, dig deep behind the news, and help readers grasp the pulse of society from depth and breadth. \x0d\6, good at exploring information resources \x0d\Traditional media on the one hand, should be their own original human resources advantages, financial advantages, credibility advantages, news gathering advantages, etc. to play to the extreme, on the other hand, the traditional media should not be blindly integrated into the network media, they should make full use of the digital resources, in terms of how to find, identify, select, and process the network of information for further research and development. This is not only the development of the times, market competition on traditional media to provide new requirements, but also the traditional media to utilize the existing advantages of resources, and further expand the effective way to serve the market. \x0d\7, adhere to the principle of brand winning \x0d\ traditional media will not be replaced by online media is not yet known, but the traditional media absolutely need to be vigilant about the competition of their peers. Therefore, it is imperative to build a strong brand, only the brand is irreplaceable core competitiveness. The future of the strong media, should have a very certain target market, and other media have a clear difference space, consolidate a relatively stable hardcore audience groups, will have the ability to compete and profitability, invincible. \x0d\ In summary, traditional media and online media have their own characteristics and advantages, and they influence and promote each other. Network media is unstoppable, will gradually become the twenty-first century cultural, economic and social life of the most extensive and profound impact of the new media. Traditional media in the face of the strong impact of network media, is sitting ducks or with the wolf **** dance? The author thinks that the network media, although the momentum is rapid, but the weakness is also very obvious. The network provides a platform for everyone to disseminate information at will, which to a certain extent condones false information, bad information, hype, gimmicks, thus making many audiences on the authenticity of the network information and public opinion guidance has been skeptical. In addition, the traditional media should be put down, in adhering to their own characteristics, play their own strengths and weaknesses at the same time, to seek "diversification", "multimedia" development of a new way. Extend the olive branch with the new media together with mutual learning, mutual assistance and mutual progress, complement each other's strengths, resources *** enjoy, mutual *** win, shoulder to shoulder to welcome China's 21st century news dissemination of a new era.