自媒体与报纸媒体外文文献翻译译文3100字.docx

自媒体与报纸媒体外文文献翻译译文3100字.docx

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自媒体与报纸媒体外文文献翻译译文3100字

文献出处：

JULIAWOLFE，WeMedia:

TheNewWayofNewspapersIndustry[J]TechnologicalForecastingandSocialChange,2014,9（5）:

66-83

（声明：

本译文归XX文库所有，完整译文请到XX文库。

）

原文

WeMedia:

TheNewWayofNewspapersIndustry

JULIAWOLFE

Abstract

WiththerapiddevelopmentofInternet,mobileInternet,computers,smartphones,tabletsandotherinformationterminalalsoconstantlyinnovation,mediatechnologyrevolutioninevitablybringsthechangeofmediaenvironment,thereareplentyofnewmediaformalsowillcreateanewwayofinformationdissemination.Sincethemediaasarisingnewmediaforms,itattractsmoreandmorepeople.FirstproposedtheconceptoftheMediaareDrBermanandChrisWillis,inJuly2003,theypublishedintheAmericansocietyfornewsMediacenter"WeMedia"（fromMedia）study,"sincetheMediamadeaverystrictdefinition:

"WeMediaisthegeneralpublicthroughdigitaltechnologytostrengthen,connectedtotheglobalknowledgesystem,afterastarttounderstandhowthegeneralpublictoprovideandsharetheirownfacts,newsway".

Keywords:

WeMedia;Themassmedia;Newspaperindustry

1Newspaperindustryunderwemedia

Comparedwiththerapidgrowthofthemedia,thedevelopmentofthetraditionalnewspaperindustryisnotsooptimistic.Thegrowthofnewmediawillinevitablyaffectthetraditionalmedia,newspapersasthemosttraditionalprintmedia,itscontentsandmodesofproduction,contenttopresentcontentdisseminationwayisdifficulttokeepupwiththepaceofthenewmediadevelopment,thiswillinevitablyaffecttheoveralldevelopmenttrendofnewspaper.PreemptthehighlandintheInternetmediaeraofinformation,thenewspaper'sownlackofembodiedinthefollowingthreeaspects.

1.1Thetimelinessofnewsisnotstrong

Newspapermediafollowthecontentofthetraditionalmodeofproduction,fromthesourcetothenewsroom,thentonewspapertypography,needaccordingtothestrictprocesstoperform,andaccordingtothenewspaperreleasecycle,readerstoreadinthenewspaper'snewsisatleastwhathappenedthedaybefore,peoplemayhaveseenthese"news"throughthenetworkmedia.Sincethemediaistoleteveryusercanimmediatelyannouncedhissideofthenew,realizethereal-timetransmissionofthenews,themediareleasecycledeterminesthenewstimelinessisnolongerthemaincompetitiveness.

1.2Informationpresentation

Printingoftheeraoftraditionalnewspaperonlythroughwordsandpicturestopresenttheinformationcontent,intheageofelectronicmediabroadcasttelevisioncanrendercontentthroughsoundandimage,andthecomputeroftheinformationagecanberendered,includingtext,images,sound,image,almostallformsofinformation;Facedwiththesameinformationcontent,theformofinformationtothepeople'spreferencesdiffer,diversifiedformsofinformationcanmeetthedemandofmoreusersaccesstoinformation;Andrelativetowordsandimages,voiceandimageofinformationpresentedismoreintuitive,andeasytoacceptedbymoreusers.

1.3Lackofinteractivity

Usuallybyordinarymailcommunicationbetweennewsmediaandreaders,andalreadyrealizereal-timeinteractivecomparedtomostofthenewmediaplatform,newspapermediainteractivechanneltheflowofinformationefficiencyistoolowandinteractionofasingleproblem,itisdifficulttoarousetheenthusiasmoftheaudienceinteractwith.Formedia,contenteditorofeffectivecommunicationbetweentheaudienceandhelpsbothmediacontentoptimizing,mediacanimproveuserloyalty;Improveinteractivitycanbefromacertainextent,reducetheusererosionproblemsinthemedia.

Toseekoutthewaytominingcoalcorecompetitivenessistheearliestnewspaper,themassmediatoradio,television,Internetandothermediaandtechnologyimpact,evenifonceagainfacedwiththechallengeofnewmedia,newspaperscanstillhaveaplaceintheincreasinglyrichmediamarket,withthenewspaper'suniquemediaresourceshaveinalienablerelations;Inmanypeoplebad-mouthingprintmediaintheinformationage,themediaonlyfirmlygraspthecorecompetitiveness,anddoallwecandofosterstrengthsandcircumventweaknesses,tocontinuetohavethesurvivalanddevelopmentspace.

2Wemediaandpress:

wintowinratherthancompetition

Valueisakindofnewmedia,therearealotofimportantevaluationdimensions,suchasthenumberofoperators,numberofusers,thecontentofthemediainfluence,etc.Sincethemediasuchasweibo,microletterappeared,intheformofmoreandmoremediacompaniesbegintolaunchallkindsofthemediaproducts,fromthemedia,thenumberofusersisalsoincreasing,themediuminfluenceincreases.Sincethemediatohaveexuberantnetworkmediaenvironmentaddednewvitality,hasalreadystartedtoshrinkthetraditionalmediamarketaffectedbyfurther.Thus,academiaandindustryarebeginningtodiscussquestionsaboutchallengestraditionalmediahowtodealwiththemedia.However,inmyopinion,althoughthereisbetweenthetraditionalmediaandthemediacompetitioninthemarket,butifthetraditionalmediacaneffectivelyusethemedia,itsdevelopmentspacewillbeimproved;Foralreadydecayofnewspapermedia,consideringhowtocompetewiththemedia,considerhowtousethepowerofthemediatopowerfulitself;Thecoreissueofhowtoshare,isexactlywhatweneedtothinkabout.

Effectivepromotion.Newspapermediaitselfisthemedia,butitalsoneedsthroughpublicityandpromotiontoincreaseitsvisibility.Sincethemediaplatformnotonlyfortheindividualopen,alsoopentotheenterprises,andevenalotofthemediaplatformhasintroducedaversionoftheenterpriseandthemedia,themediacanbeaccordingtotheirownneedtoapplyforoneormoresincethemediaaccounts,detailedplanningsincethemediaaccountoperationandmaintenanceplan.Ingeneral,themediafromthemediaaccountsinpromotionalbasicallyhasthefollowingtwofunctions:

oneistoestablishonlinecontactwithboththeaudienceandthesecondisthedevelopmentofnewaudience.Duetotheuserinthemediaplatformcannotonlyproductioninformation,alsoparticipateinthedisseminationofinformation,sothemediaofhightransmissionefficiency,massiveuserinformationcanbequicklyarrived.Becausethemediaitselfhaveacertainbrandinfluence,fornewlyregisterednewspapermediaaccounts,thefirsttoattractboththeaudiencearemostlyinterestedinthepaper,themedianeedtodoistotrytoretaintheaudience,canprovidevaluablecontentorparticipatorystrongactivity,whentheaudiencetosubscribetothenewspapermediaafterthemediaaccount,youcanseeforalongtimethecontentofthenewspapermediathroughthemediatopush,ifthereisaforwardoncontenttouchessubscribers,newspapermediaaccountswillbemoresincethemediauserssee,bothforthemediafromthemediaaccountstoattractmoreattention,alsocantosomeextentimprovenewspapermediavisibility.

Developmentpotentialaudience,however,couldnotonlydependonboththeaudiencesometimesnopromotion,proactivecanwinmoreattention.PopularsincethemediaplatformcangatheralargenumberofInternetusers,andmostoftheusersinthenetworkbehaviorcanbefromdifferentaspectsofmediareflectusergroupattributes,improvestheprecisionofbrandpromotion.Newspaperintermediarycanaccordingtotheirownpositioningofcontentandaudiencepositioning,inthousandsofregisteredaccountssincethemediaplatformtofindandexcavatepotentialaudience,spreadsometargetedaccountpromotionactivities,suchasturntootheraccounts,mostofthepotentialaudienceattentionorsomeforward"polite"（thetargetaudienceinterestedingift,bestassociatedwiththeirindustry）.Whenthemediafromthemediaaftertheattentionofaccountreachesacertainsize,thevalueoftheaccountalsohasimproved,forthepromotionofmediaitselfisonlypartofthe"share",sincethemediavalueisembodiedinmanyaspects.

Awidesourceofinformation.Sincethemediafromthedateofbirth,usershavelowbarrierstoentry,content,thecharacteristicsoflowproductioncost,everyInternetuserscanregisterthemediaaccount,eachusercanthroughownaccountproductioncontent;Sincethegrassrootsmediaalsomakestheinformationsourceofvast,richvariety,inTheTimesof"everyoneisreporter"inthetraditionalnewspapermediaprofessionaljournalistsshouldconsiderhowtoplayitsadvantagesinthemediaage.

Atthesametime,themediaalsoletfollowersbecomevisualmedia,althoughthemediafromthemediaaccountsoffollowersdoesn'tnecessarilytranslateintotherealaudiencenewspaper,butaslongasthemediaaccountscontentconformstothenewspaper'sownpositioning,thesefollowersevenifnotsubscribetotheprint,alsothroughthemediumofnetworkderivativestoreadthenewspaper.Previouslysubmittedtothemediafortheaudiencetoolittleinformation,theydon'tevenknowbywhomownnewspapersubscriptionorpurchase,sothemediaworkerscanonlypassivelywaitingforaudiencefeedback,andletthenewspapermediahasclearsincethemedialist,newsmediaworkerscanberegularmaintenancethroughthemediaandtherelationshipbetweentheaudienceandmeetthedemandofaudiencemoremedia.

InresponsetothechallengesofthenewmediaandtraditionalmediabegantomarchtotheInternet,alotofnewspapermediadigitalproductsinsuccession,howevertheproductprovidedbytheserviceismovedtothecontentsoftraditionalnewspaperoncomputersandmobilephones,informationformisstillimagesandtext,informationupdatingandnewspapertoreleasesynchronousorlaggingbehindnewspapers,thisdoesnotreflec