On The Strategy Of China's Traditional Media Development In The 21st Century

There are two things that will have deep effect on the progress of thetraditional news media, which are the emergence of the net media and china's entryinto the WTO.The net media has put heavy pressure ott the traditional news media with it'Smaking two-way communication in the same time probabIe, it's ability of carryinggreatest messages and it's hyperlink. Our joining in the WTO wi1l bring aboutgreat change to the circumstance both in and about the traditionaI news media.Those two things are bringing great chaIlenges and more opportunities to thetraditional news media at the same time. How can he traditional media grasp thoseopportunities to make greater progress in them selves is the thing that this papercare about.This particle is diY'ided into fOur parts.The first part is the introduction. In this part, changing environment of thetraditional ne''s media which is brought b}' the emergence of net media andChina's entry into the WTO and the deep effects the} refill bring to the Chinesetraditional news media are discussed. The second and the third parts are the mainpart of this paper. They focus on the challenges and opportunities brought by thenet media and the WTO respectively, and answered the question of what can thetraditional media do When facing with such great chances and chalIenges. The lastpad is the ending part.The author takes the fact of the emergence of the net media and China's entryinto the WTO as more a chance for the progress of the traditional media than assome kind of chaIlenge. It points out that the traditional news media should tryhard to find a way to join up the news dominance in itself and the technicaldominance in the net media. And to look for some practical means for the industrialization of the media so as to make the traditional news media more stronger in order to tackle with the competition among the media around the world .It also point out that to provide high quality news message so as to catch more audience is the most important thing when the media is strong enough in scale.