Analysis Of Survival Predicament And The Way Out Of The New Media Environment, The Traditional Newspaper

Since 21 century, the popularity of new technology and media (internet for instance) has made great impact on newspaper, leading to the global predicament of decline in the number of advertisement increase, circulation and readers. How to break through the development bottleneck and solve the problems above is one important realistic problem in front of newspaper circle.This research subject mainly discusses traditional newspaper in current media context. One the one hand, this paper disproves "Newspaper Withering Away Theory" after fully examining the advantages, features and development of traditional newspaper and new media respectively, pointing out there is space of existence and development left for traditional newspaper whether from the angle of its history or media sociology; on the other hand, based on some related theories from communications, sociology and culture study, it discusses the way in which traditional newspaper deals with the impact from new media and gets out of predicament from the perspective of social function and technological application of media.This paper puts forward two solutions: "new media turn" or innovation of traditional newspaper. As for the media form, paper should combine with new media based on internet and wireless communication technology, learning their strong points, introducing new technology so as to accustom itself to current new environment. Several main media forms such as internet version, self-phone newspaper and trans-media platform construction are discussed. With regard to information form, traditional newspaper also should learn from new media in such aspects as transmitting method and strategy, changing its mind and realizing the information optimization and effective communication.Innovation of newspaper means it should discover its own traditional advantages, extending public credit and influence, strengthening the guide function of public opinion, and finally winning readers and realizing multiple profit models.To sum up, taking advantage of strong points based on its own features, combining with new media and using their advantages for reference is one effective way of getting out of predicament and breaking through development bottleneck. This paper, in combination of examples, analyzes gains and losses, hoping to offer some guide and enlightenment for our thinking.