SMST-321 Assignment Ⅱ
ⅠRearch topic：
In recent years, with the rapid growth of new media, the death of print media has been discusd among international press circles. Traditional print media are regarded as a sunt industry, and will disappear in the near future. Although many people worry about the prospect of print media when facing the new media situation, as an important and long-lasting information channel, print media still perform significant and unreplaceable effect. From this n, print media still have opportunities brought by new media.
In order to get a better understanding of the relationship between traditional print media and new media, the rearcher aims at studying what challenges and opportunities are brought by new media to traditional newspaper industry?
Ⅱ Literature Review:
Introduction:
The lected 6 references provides a general background and new trend of print media and new media. It can be found that traditional newspaper industry faces challenges from new media, especially the internet media. However, with the existing strengths, newspaper industry can flexibly take u of the trend of media convergence, and realize sustainable development.知道英文
References 1:
Meyer, P. (2009). The vanishing newspaper: Saving journalism in the information age. University of Missouri Press.
Meyer (2009) warns that if newspapers keeps declining with the current speed, the last reader would read the last newspaper in April 2040.
Existence of the internet directly takes away a considerable number of newspaper readers. In recent ten years, the young generation grow up with the internet, newspapers almost have no attractiveness to them. They become more accustomed to gaining news i
nformation from new media. Development of the internet also constantly changes people’s reading habits, leading to original newspaper readers’ decread dependency on newspapers (Meyer, 2009). With social progress and strengthened lf-consciousness of people, they have stronger desire to participate in right of speech in social public life. They no longer satisfy with receiving print media information passively but want to express their own views about received information, let the society hear their voices, so as to gain the satisfaction of participating social governance. While only new media can provide people with platforms of free speech, which is the largest advantage of new media compared with traditional print media . All in all, the nature of new media’s challenges to print media is reducing newspaper reader group and influence of newspapers, causing circulation and advertising benefit to decrea.
References 2:
Boczkowski, P. J. (2005). 学校教育的重要性Digitizing the news: Innovation in online newspapers. MIT Press.
形容说话的词语
This book reveals that how innovation in online newspapers becomes an ongoing process in which different combinations of initial conditions and local contingencies lead publishers along divergent paths of content creation.
An important opportunity for print media is trend of media convergence. Media convergence refers to traditional media and new media cooperate with each other and supplement with their own strengths with the promotion of new communication technology, in order to reach the largest information distribution ability. For current operation of print media groups, the trend of media convergence is far from enough. Traditional print media can take advantage of the internet, so as to keep the huge audience group, guarantee the survival foundation and development prospect of newspapers. The fundamental issue of traditional print media’s transformation and upgrading is not just opening the internet and mobile edition, but how to u new technological platforms and new communication means to satisfy more audiences’ demand, attract readers and advertirs to return, and ll newspapers more broadly with the most effective marketing method. This is not the simple translation from traditional me
dia to new media, but should create a brand new and stereoscopic cross-media marketing and operating mode.
References 3:
小海龙Pavlik, J. V. (2013). Journalism and new media. Columbia University Press.
Pavlik (2013) points out that journalism is undergoing the most fundamental transformation. In the spring of 2009, another two well-known newspaper withdrew from the print media industry. On February 26th, due to millions of dollars of loss, Rocky Mountain News would be clod after 150 years of history (Pavlik, 2013). On March 16th, Seattle Post-Intelligencer announced to give up the print edition and only relead the online edition in the future (Pavlik, 2013). However, new media can revitalize news gathering and reengage an increasingly distrustful and alienated citizenry.
Pavlik (2013) points out that an opportunity for print media is the trend of fragmentation. Through the strategy of gmenting such as regional area news classification, industry
gmentation, lifestyle gmentation, print media can effectively deal with challenges from new media. Currently, the main characteristic of fragmentized development is print media perform their regional feature to extreme, u detailed localized news narration to resist internationalized news trend. For example, Southern Urban Daily, one of the most respected newspapers in China, specially launches Shenzhen News, Guangzhou News, Zhuhai News, Zhongshan News etc. to reflect local news. While such fragmentized development is difficult for internet media to surpass. Through this strategy, Southern Urban Daily regains huge vitality. Therefore, it is practical for other print media to ize the opportunity of localization, regionalization and fragmentation to cover differentiated news, so as to gain new survival space.
References 4:
安保是什么工作Jenkins, H. (2006). 秋思念Convergence culture: Where old and new media collide. NYU press.
Traditional media should find their positions in the age of media convergence, storage relevant technology and talents. USA Today is just a successful example of the intimate i
nteraction of newspaper and internet.
Specifically, print media can combine their own advantages with the advantages of the internet, including fast update, huge information amount and urs. Thus print media can t up independent websites to form cross-media comprehensive information platforms. Internet media can largely make up for drawbacks of print media, becau they can break through layout and time limitations of print media and realize round-the-clock operation. Meanwhile, the internet can provide readers more contents than print media. For example, all types of rvices (weather forecast, transportation situation, shopping guidance etc.), and internet technology can integrate all relevant local information into an online databa. This databa can be a window platform of cities on the internet. Existence of the internet provides an excellent technological platform for print media to realize all-round cross-media and cross-regional expansion (Jenkins, 2006). Print media operators can take full u of this high-tech platform, combine print contents and digital contents, so as to increa attractiveness to consumers and advertirs.
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