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近年来,网络广播、手机电视、移动电视、网络电视等新媒体风靡全国,传统媒体一直悉心经营的版图也迎来了巨大的挑战,甚至正在一点点被蚕食。在新媒体下,传统媒体如何在激烈的竞争中重塑过去的优势,特别是重塑舆论引导力、话题引导力、新闻作品的引导力的优势,已经成为了势在必行的课题。因为互联网等新媒体的快速发展,使得公民的话语权得到了广大的释放空间,社会舆论发展到顶峰。再者,新媒体的传播速度极快、传播范围广、开放性强、影响面大的特点,导致舆论形态、话题与作品形式更加复杂。正确地把握舆论形式、新闻的话题、作品导向,在经济发达的今天,传播积极和谐的声音,是当今传统媒体的重大使命。
In recent years, new media such as Internet radio, mobile TV, mobile TV and Internet TV have swept the country. The territory that the traditional media has been operating with great care also poses a great challenge and is even being eaten a little bit. Under the new media, how traditional media can reshape the advantages of the past in the fierce competition, in particular, to reshape the leading force of media guidance, topic guidance and news work has become an imperative subject. Because of the rapid development of new media such as the Internet, citizens have gained much room for their voice and the social public opinion has reached its peak. Moreover, the rapid propagation of new media, the wide range of dissemination, the strong openness and large influence have led to more complicated forms of public opinion, topics and works. Correctly grasping the form of public opinion, the topic of news, the orientation of works, and spreading a positive and harmonious voice in a developed economy are the major missions of today’s traditional media.