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2004年,在中国的广告业的舞台上,最活跃而充满动感的主角肯定是媒体。市场化的进程不断加快,海内外各种力量加紧对媒介市场的渗入,媒体自身理性而坚决地迅速调整,同一媒介的不同对手之间竞争日益加剧,在新的传播环境中,一种全新的媒介格局已经形成。从全球的发展趋势来看,以网络为代表的新媒体对大众媒介造成了巨大的冲击,大众媒介在相互竞争中不断地进行细分,分众化的潮流势不可挡。那么,中国的大众媒体前景如何呢?媒介的发展既受技术的制约和国际化的影响,更同一个国家和地区的社会文化特征相关。根据我的看法,中国的市场和传播环境有
In 2004, in China’s advertising industry arena, the most active and dynamic protagonist must be the media. The process of marketization has been accelerating. Various forces both at home and abroad have stepped up their infiltration into the media market. The media have themselves adjusted rationally and resolutely and resolutely, and the competition among different rivals in the same media has been aggravating day by day. In the new environment of communication, a brand new The media has been formed. Judging from the global development trend, the new media represented by the Internet has had a huge impact on the mass media. The mass media are continuously subdivided in competition with each other, and the trend of subdivision is overwhelming. So, what is the future of mass media in China? The development of media is influenced not only by technology and internationalization but also by the socio-cultural characteristics of the same country and region. In my opinion, there are markets and communication environments in China