The Study Of Traditional Media Development In We Media Circumstances

The era of "We media" has come, as futurists foretell, by the year of2021,50%of news will be provided by the general public, which is so irresistible to all traditional news media."We media" like the micro-blog "weibo"(Chinese Twitter) has been developing so fast among the Internet users, by the end of June2012, the number of Chinese weibo users reached327million. More and more people convey their views and perspectives via weibo, the predominance of traditional news media is greatly challenged by "we media" nowadays. Faster, easier and more interactive, suddenly people have found a tool with all these qualities; therefore they got more choices and sense of participation because of "We media". In view of such circumstances, traditional news media have to seek strategic transformation for survival and sustainable development. The popularity of "We media" results in intensive competition among traditional media, however, along with this new technology are more opportunities. Traditional news media monopolized the communication power and resources for so many years that general public could only get information through authoritative newspapers, televisions and broadcasts which were monitored and controlled by the so-called "gate-keepers" within those organizations. Since "We media" like independent websites, blog, micro-blog and digital magazine were created, everything has been changed dramatically. With the fast development of wireless mobile internet and social network, traditional media faces challenges such as the fragmentation of audience, the fading credibility, and so on. And the changes are both technological and ideological. By comparing traditional media with "We media" in terms of the communication process, communication effect, profit models and structures, suggestions on how to make traditional media more adaptable and competitive in the era of "We media" are given in details.