Digital Newspapers - Traditional Media, The Optimal Way To Deal With Digital Challenges

This paper takes "digital newspaper", one of the new media patterns of the digitalized context, as its research target and studies it from the following four aspects.First, this paper gives the definition of "digital newspaper" and concludes its typical characteristics, with a deep study of its history and an acute analysis of its current development.Second, based on the analysis of digital newspaper through communication theory, this paper concludes that from the aspects of morphological changes, communication function, communication mode, communication effect and etc, the digital newspaper is a product of the upgrade and optimization of the traditional press and a new communication pattern that adapts to the "digitalization" context and social requirement.Third, taking Ningbo Daily Newspaper Group as the case study, this paper makes a research on the actual mode and development of the digital newspaper in industry practice of China.Fourth, from the practice point of view, this paper takes an objective look at the difficulties and future of the digital newspaper and points out that digital newspaper as an optimized communication mode has the inherent advantage in development, but it needs to continually overcome difficulties to make progress.