传统媒体与新兴媒体融合(以下简称媒体融合),多年前只是纸上谈兵,如今却是迫在眉睫、只争朝夕。新兴媒体快速崛起,以其快捷方便、信息海量、不受时间地点限制等优势吸引了大众眼球,但新兴媒体缺乏权威的、深度的内容支撑,不具备传统媒体在受众心目中的权威性和公信力。传统媒体是任其下滑、黯然退场,还是依靠自身优势,利用新技术驱动发展壮大?新兴媒体是单打独斗,还是与传统媒体融合发展?这是我们今天必须 The integration of traditional media with emerging media (hereinafter referred to as media convergence), just years ago, was the talk of the military. Now it is imminent and seizing the day and night. The rapid rise of emerging media attracts public attention due to its quickness and convenience, huge amount of information and unlimited time and place. However, emerging media lacks authoritative and in-depth content support and does not have the authority and credibility of traditional media in the audience’s mind . Is it a must for a traditional media to leave its decline or reluctantly, or rely on its own advantages and use new technologies to drive growth? Are emerging media working alone or in a fusion with traditional media? This is what we must today