Value Evolution:the Transformation Of Traditional Paper Media Under The Impact Of New Media

Human beings as social animals, from the primitive society in order to survive security exchange to the exchange today, the spread has become an indispensable part of people’s lives. Transmissibility in humans has also gone through many stages of development to today’s mature mode. From the production of the first newspaper to new media appear to dominate the momentum, witnessed continuous progress and development of the human mode of transmission.The emergence of new media for the dissemination of earth-shaking changes, which not only changed the way people spread human demand for information, but also in subtle changes, these changes can get a glimpse through the challenges of new media on traditional mediasome.The emergence of new media changed the way people and information needs of the content and requirements, the inevitable existence and development of the newspaper will pose a threat. This paper first succinctly describes the rise of new media development and prosperity of the status quo, as the article portrays the background of an event. Conform to the times and people’s needs arising from the emergence of new media, but inevitably brought great challenges to traditional media, especially the traditional newspaper, highlighting the diversion of new media on traditional newspaper audience, at the same time split the traditional newspaper advertising revenue. This series of challenges have a direct impact on the survival and development of the traditional newspaper, making a period of time,"the newspaper demise of the wheel" come and go. The obvious advantages of new media, traditional newspapers are not standing still, it also began to think about how to continue to develop in this new era of prosperity of the new media and competition background.Described the status quo of the prosperity and development of new media, began to explore the coping strategies of traditional media face the challenge of new media, and foster the development path of the newspapers in the perspective of social Darwinism. Social Darwinism analogy to the whole of human society as in nature, that society is constantly changing, constantly undergoing a process of development from lower to higher social things, the newspaper is also true. The development of the newspaper with the pace of social development is the product conform to a certain social environment. Newspaper in the society, only evolutionary development, in order to survive. The emergence of new media on traditional media is a challenge, is also a traditional newspaper once again the opportunity of evolution. In this context the evolution of evolution, the newspaper further development where the blue ocean is.Next, this article through the transition as a case of "Nanfang Dushi Bao" meet the challenges of the new media value analysis to verify the feasibility of the foregoing conclusions. The article first introduces the theory of value, value as the object to meet the principal needs to change, with the main demand, the object itself must be changed. The value of the newspaper for people to meet the demand, but its society and the times constantly changing, the information needs of people also need to constantly change, this also requires the value of the newspaper’s own position to the ensuing change. As the traditional paper media on behalf of the Southern Metropolis Daily "is also evolving in its development process, for the soft underbelly of the new media force to carry out the transformation of the evolution and value in an attempt to highlight the encirclement of the new media, for example, in the information terms of value,"South" to abandon the pursuit of new media has the advantage of the amount of information, but demanding to enhance the quality of information; have an unparalleled advantage in terms of entertainment value, new media, making the "South" is no longer an attempt to defeat in the entertainment field it; the value of social interaction,"South" to use its own brand and brand spirit, efforts to build a new era of mainstream media, dared to speak for the people, actively committed to social responsibility, trying to build a public space to make a efforts. In the Southern Metropolis Daily value transformation in the attempt to process, and explore the evolutionary pattern of the two ways to deal with the challenges of the new media:First, based on the authority of the advantages of the traditional newspaper, trying to shift from the "thick" to "Business" clear understanding of their value proposition, and thus force; other is the ongoing own evolution, and constantly improve themselves, to absorb the value of new media advantage, to complete itself by the "single combat" to build the evolution of the "army" of all media to enhance his strength.Although the traditional media to carry out value transformation, in order to better and new media for common prosperity and development, but in practice there are still some problems, such as value orientation is not clear. Then, at the end of the article points out that in the traditional media value transformation of the existing problems and corresponding strategy analysis. As in the traditional media value transformation of the process should be more focus on the content value, at the same time to enhance the newspaper brand awareness, enhance their brand spirit and brand influence.Traditional media in the process of development and evolution inevitably produced their own media value transformation, although still in existence, but" Nanfang Dushi Bao" case, for today the traditional media to deal with the challenge of the new media presents a new may, for the further development of traditional newspaper lit a beacon of hope.