The Traditional Media In The Report On The Use Of New Media

Facing to the challenges of the global digitization and also the fast growth of the network technology, the concern on the relationship between the traditional media and the new media is whether competitive or harmonious has in recent years become dominant research proposal of domestic and foreign scholars. Accompanied by such a fast-forward development on boomingly new media, the mass communication pattern has been undergoing tremendous changes, and on the other hand, the traditional media, has also started its New Year Revolution!My research paper involves the news practice during the2010Shanghai World Expo as a starting point, and will study in-depth on how traditional media exploring and applying the digitalized new media technologies in terms to grab public attention and win out from the Expo news coverage competition; I have also involved the Oriental Morning Post, a typical representation of the traditional media, into my research paper as a case study, to examine the relationship between the traditional and new media through analyzing and summarizing the method, the path and also the effects on their using of the new digital technology, such as the "micro-blog" and the " streaming media ", when practicing into the Expo news coverage.This paper argues that the development of new media has changed the idea and also the method of communication in the old way, and back dropped by the era of the new media, the traditional media must adapt to the needs of new technology for a positive change. In fact, with the integration of the new media technology, traditional media can effectively enhance their own value and also their brand effect.