The Interaction Of Newspaper And Internet And The Development Of Traditional Newspaper

Since the birth of newspaper, it has always been one of the most essential media people trust most, but after entering into the 21st century,the vigorous development of the internet ,with the advancement of technology and the transforms of society, has huge impact on the newspaper. Since 2005, the domestic newspapers have been growing slowly, the advertisement income has been gliding down obviously, and the reader market has also been gradually withering. People proposed different ideas, such as "the inflection point theory" , "newspaper withering away theory", "the cycle theory" . To deal with these media changes , the Chinese newspaper industry started to explore ways of innovation and going out of the difficulty in 2006. The interaction of the newspapers and the internet became the plan of newspaper reforming strategy. The newspaper "touches the net" in abundance, gradually goes out the ebb tide in the innovation, the digital newspaper industry and the media convergence into its direction of exploration.At present, the interaction of newspaper and internet has started to go towards the depth, and has obtained certain effect, but some new projects also has appeared in the practice. The author tries to take the theory on media convergence and media ecology as the basis, take the history of media development as the background, unifies to the investigation and study on the present development of interaction of newspaper and internet in our country, thoroughly discusses its development countermeasure, and further proposes some of my own opinions and suggestions. This article launches the elaboration according to the below mentality:The introduction first introduced the research origin and the research goal of this paper, the survey about the interaction of newspaper and internet at present and the research about the development of traditional newspaper, the research approach which the author uses as well.The first part elaborates the background and the reason about the appearance of the newspaper-internet-interaction, and analyze the new media pattern which the new technology brings.The second part carries on the historical review to the evolution process of newspaper-internet-interaction. It approximately may be divided into three stages, namely primary pattern: Newspaper origin version duplication; The internet borrows strength from the newspaper: Periphery cooperation superiority reorganization; The newspaper and internet gathers one: The interconnection and intercommunication.The third part thoroughly ponders the multiple difficult position of the newspaper-internet-interaction at the present stage. For instance, should the newspaper or the website be the leadership of the newspaper-internet-interaction? The newspapers should start their own websites, or directly cooperate with the gateway websites which have had the profound influence? The best pattern of interaction is "1+1", "1 to many" or "many to many"? Is the media technology progress or the system innovation which brings by the technology the essence of the newspaper-internet-interaction? Actually is the content or the channel first the interaction core? The fourth part is rational province on the future development to the newspaper-internet-interaction. The author uses the contrast analysis method to carry on the comparison between two kinds of main oppositive viewpoints in the academic circles on this topic, takes the media ecology theory as the basis,probes into whether newspapers can coexist and be co-prosperity with the new media through the newspaper-internet- interaction.In the conclusion of the paper ,the author makes the further extrapolation based on the research and the investigation in the paper , and try hard to provides the certain theory model for the trend of the newspaper-internet-interaction as well as the traditional newspaper future development.