This article is transferred from: Xizang Daily
In the past few decades, newspapers have been one of the main ways of news dissemination and one of the main ways for people to understand the world. In recent years, with the development of science and technology, new media, as a new way of news dissemination, has entered people’s field of vision, and has also had a certain impact on the development of newspaper industry. In the new media era, how the newspaper industry advances in the challenge is a problem that people in this industry need to think about. The staff of newspaper industry need to recognize the advantages and disadvantages of newspaper news in the current environment, adjust the development strategy in time according to social development and people’s needs, and win a chance for the spread of newspaper news.
First, the changes and trends of newspaper news dissemination in the new media era
(A) changes in the mode of transmission
With the development of technology and the continuous progress of society, the dissemination of news is no longer dependent on only one medium, but the integration of multiple media. Most domestic newspapers use the Internet for news dissemination, and the mode of dissemination is not only dependent on paper newspapers, but also registered the public numbers of a series of social platforms such as Weibo and Tik Tok. This more comprehensive way of news dissemination not only activates the vitality of traditional newspapers to a certain extent, but also expands the influence of newspapers. On the other hand, different modes of communication face different readers, and the modes of communication that rely on the network mainly face younger groups, while the traditional modes of communication of paper newspapers face older reading groups. To a certain extent, the change of communication mode is a disguised reaction of social development, which affects and promotes each other with social development.
(B) changes in the main body of communication
In the past traditional media era, the main body of news dissemination was mostly professional journalists, and most of these news were interviewed by reporters, and finally written in text or spread on TV in the form of video. With the rapid development of information technology, new media has occupied a place in news communication, and the emergence of new media has expanded the main body of news communication to a certain extent, from the original professional journalists to the professional journalists and the public in parallel. People don’t need to provide news materials through the media hotline, but they can post them on video platforms or social platforms such as Weibo at any time through their mobile phones.
(3) Changes in the content of communication
Under the impact of new media, the content of newspaper news has changed to some extent, and the content forms are gradually diversified. By watching traditional newspaper news, we can find that most of these news are centered on state affairs, which are nothing more than the convening of national conferences, the implementation of major policies and the reform of various systems. These news are closely related to the people, but they will make people feel that they have no intersection with these news. In the new media era, the development of network information technology has enabled ordinary people to join in the news dissemination. The news released by ordinary people is often what they see and hear in their daily lives. From these news, people can not only experience the people’s livelihood, but also see the life scene close to them.
Second, the development strategy of newspaper news communication in the new media era
(A) change the way newspaper news is disseminated
The application of new media in news communication has caused a certain impact on traditional media, and also prompted traditional media to make changes. The application of new media in newspaper news communication, to a certain extent, improves the speed of information dissemination, but also makes the channels of information sources more diversified. Traditional paper newspaper news is often mainly written news, but in the new media era, the forms of news are more diversified, no longer limited to written forms, but now there are video forms, picture forms and so on.
(B) to promote the combination of newspaper news and new media
The use of new media technology is the general trend of newspaper news development. Promoting the combination of newspaper news and new media is conducive to promoting the rapid development of newspaper news, broadening the channels of news dissemination and enriching news content. In the new media era, social information is developing explosively, with mixed quality. In this case, we can promote the combination of newspaper news and new media. Before spreading information, relevant personnel will review the information and then use new media to spread it.
(C) innovative news planning
In the dissemination of newspaper news, content is the foundation. In the current social situation, the survival of the media is not the mastery of exclusive news, but the content planning of the whole news. With the same news sources, whether we can sort out news clues with social concern, so as to make scientific content planning and sorting out, and write high-quality news on this basis is the key to grasp the appeal of the people. News planning is the starting point of the final news, and it is also the key to win the attention of this news, from which we can see the views and opinions of different media on the same news event. On the premise of respecting the origin of the event, a unique interpretation of the collected information can promote the spread of news to a certain extent and expand the influence of the media.
(D) increase the interaction between communicators and recipients
The interaction between communicators and receivers is gradually becoming the mainstream of newspaper news innovation in the new media era. With the emergence of new media, the main body of communication is no longer a professional journalist, but a main trend of professional journalists and audiences in parallel. People participate in the process of news dissemination, they are not only recipients, but also disseminators, which is also the inevitable result brought by scientific and technological innovation.
Enhancing the interaction between communicators and receivers can enrich information sources and content to a certain extent, but the effectiveness and accuracy of some information need to be studied. At this time, we have to pay attention to the role of traditional media, and professional journalists can be involved to reorganize and plan some information collected in the interaction between the two parties, and then extract news clues that meet social values.
The development of new things is often accompanied by the demise of old things, but new things and old things can coexist under certain conditions, and old things also have the necessity of existence. As an old thing, newspaper news can’t stop the development of new things like new media. If it wants to occupy a place in social development, it must constantly carry out innovation and reform, and can also be combined with the network when necessary. In the new media era, great changes have taken place in the subject and mode of communication of newspaper news. In the future development, we should also make extensive use of the radiation power of the network and strive to play the role of traditional media in the new media era.
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