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在媒介大融合的背景下,个性化、数字化的生存模式成为挽救传统报业颓势的有效路径之一。二维码的出现,让传统报业看到了数字化转型的生机,但其发展前景却也备受争议。二维码在我国数字报业的应用现状说明,报纸二维码的发展优势在于其便捷,其制约因素在于安全性及认可度。因此,只有大众传播和人际传播双管齐下,才能实现二维码又好又快的扩散。
In the context of media convergence, the personalized and digital survival model has become one of the effective ways to save the decline of traditional press. The emergence of two-dimensional code, so that the traditional newspaper saw the vitality of digital transformation, but its development prospects have also been controversial. The application status of two-dimensional code in China’s digital newspaper industry shows that the advantage of the development of the two-dimensional code of newspapers is that it is convenient and the restrictive factor lies in the security and recognition. Therefore, only mass communication and interpersonal communication can lead to a good and rapid spread of two-dimensional code.