通信及计算机技术的发展催生了形态各异的传播管道,人类进入到了一个“经常被媒体环绕的时代”。1日趋先进的传播技术使媒介消费者不但有了更多的选择,而且得以日趋深入地参与到媒介内容的生产活动当中。因此,从传媒业和受众关系的角度看,媒介融合的过程暗含着从业者对“媒体应该提供什么给消费者”这一问题的认识的转变。这一转变对媒体组织的形态、市场定位以及日常运营等方方面面都产生了深远的影响。伴随互联网技术 The development of communications and computer technology has given rise to different forms of communication channels and mankind has entered a period of “often surrounded by the media.” Increasingly advanced communication technologies have made media consumers not only more choices but also more in-depth involvement in the production of media content. Therefore, from the perspective of the relationship between media and audience, the process of media convergence implies practitioners’ change of understanding of what the media should provide to consumers. This shift has had a profound impact on the organization of the media, its market positioning and its daily operations. Accompanied by Internet technology