The Study On Newspaper-net Interaction By Medium Fusion

Up to December, 2007, our country web cams have set a record 210 million. Digitization and informationization have become the most distinct characteristic in this time. The medium boundary has been fuzzy day after day. The medium shape and channel tends to be the fusion. All have provided a brand and new view for the media study.Facing the different media environment, the reporters have realized that they must gets rid of the old and reform the original development way if they wants to survive. Taking road of the multi-medium fusion, they construct their newspaper website and carries out the newspaper-net interaction positively. In this way, they not only may extend their industrial chain, but consolidate and expand original readers, bringing the rich profit repayment.This article is consisting of five parts. The first part gives a description to the phenomenon and essence of newspaper-net interaction, carrying on its development process and type, then points out the dissemination superiority and inferiority between newspaper and newspaper website. This is the research point. The second part wants to discuss the theory background of newspaper net interaction phenomenon in order to provide the theory support to study the newspaper-net interaction. The third part is major in analyzing the realistic background of the media phenomenon. The change of receiver market, the competition in different media and the weak point of traditional media, all these indicate that newspaper must be reforming. At the same time, rapid development of new medium technology has provided the possibility for this kind of reforming. The fourth part uses the method of content analysis to induce the model of newspaper-net interaction. In this part, the writer carries on the newspaper-net interaction characteristic, as well as existence question that traditional media have been presented in the reality. Finally, this article discusses the development mentality of newspaper-net interaction. The writer tries to point out that the traditional media must be based on be deep in plowing content, increment channel and brand the cultivation. Then they can carry out the newspaper-net interaction benign, smoothly and effectively.