The Development Of The Press Under The New Media Environment

With the advance of the human civilization and the development of science andtechnology, the world newspaper group have mushroomed. In China, Guangzhou dailynewspaper group in1996first opened the newspaper group development road, andthen the southern daily newspaper group, established in1998, become the provincialparty committee of the organ of the first newspaper group.In the21st century,development of newspaper group are in the bottleneck because of newmedia:circulation reduce, the pale of advertising market management, the readerloss. Newspaper group have any development space? how to development the newspapergroup In the new media environment? where are the development of the future road?This problem has been troubling news media of the practitioners and researchers.The research topic is based on the current context of news communication andfocus on newspaper group.Taking the southern newspaper media group in China asan example,this is a particular object.This paper examine the newspaper group inboth internal and external fully, know the development status on the basis ofcharacteristics and discuss the crisis of newspaper group under the new mediaenvironment, the difficulties and the future development path: on the one hand,thepaper dismissed the point of view "newspaper die theory""newspaper is no savior"and pointed out that the newspaper group has its irreplaceable advantages and itsdevelopment of space in anyway both from the perspective of media in the developmentof history and reality with media ecology and sociology perspective, Mainly, onthe other hand, discusses the development of newspaper group under the new mediaenvironment combining with the communication, journalism, economics, statisticsand social psychology theory from the angle of transmission technology and themedia’s social functions.This paper holds that the development of newspaper group road can be summarizedas two aspects: traditional newspaper group’s own change and traditional newspapernew media transformation. In the current new media environment, the currentnewspaper group should advance with The Times and the development of technology, and strive to make good use of new media, also should keep newspaper group forthe development of their own characteristics, through the "inside to apply" toout of the crisis dilemma, out of a suitable for their own to adapt to the newenvironment for the road ahead. This paper mainly to the south newspaper groupas an example, the paper discussed the south newspaper group how to walk underthe realistic environment suitable for the characteristics of its own road.Under the new media environment, newspaper group walking the road of its owndevelopment means that the newspaper group to fully learn and take advantage ofnew media at the same time, more to actively develop their traditional superiority,expand the media influence and credibility, win the readers’ attention, achievemore profit pattern in the form of form. The southern newspaper media group isa new road and can be called example, worth learning.such as the southern metropolisdaily, the web community building is really unique.All in all, under the environmental problems we face at home and abroad, thetraditional newspaper group should actively use new media, fully tap the potentialand characteristics of itself, out of trouble, breakthrough development bottleneckto take its right way. This paper, combined with many examples, more to thedevelopment of the southern newspaper media group road as an example, analyzesthe gain and loss, studies the advantages and disadvantages, hope to provide someenlightenment and constructive guidance for the development of the traditionalpress group.