On Relationship Between Traditional Media And New Media In New Media Event

The innovation of communication technology brings about the vigorousdevelopment of new media, thus influencing the system of communicationenvironment. Compared to traditional media, the communication mechanism of newmedia offers more opportunities for normal people to voice, which is characteristic ofdiversification between audiences and speakers, with a high degree of interaction.This directly influenced the progress of social events. Thus, the new media eventwhich is based on public forum produced a huge social influence. In recent years,with the awaking of citizen consciousness and the gradual popularity of democracy,so many new media events occurred in our country. They are not the will of powerand not commercial propagandas, but the performance of diverse social groups underthe media system constructed by traditional and new media.New media event differs from the traditional one on the point that it is ahistorical event with a huge significance of social influence, which is launched bysocial media. Groups of network users’ active participation in network discussionsinfluenced the progress of events and furthermore propelled the single event into thecontinuous one. Therefore, this is a kind of network carnival which attracts a lot ofsocial attention. New media event is not only a technical and ceremonial victory butalso a public victory where citizens are writing our current history and meanwhiledirectly influencing social progress. In addition, the traditional media which plays therole as an expert system in society is also an important power. Therefore, thecombination of traditional media’s participation and a high vitality of new media willalways promote events forward just like the snowball rolling.In this article, we focus on the new media event under background of dualtransition of Chinese society and media. We select the typical case of a traffic accidenthappened in campus of Hebei University and study it from the viewpoints ofjournalism, communication, game theory, sociology, and social psychology. We willfocus on studying how the progress of the event will be propelled, in which the actionmechanism and mutually diverse interaction of traditional media and new mediapropel its progress. Furthermore, the methods will be discussed, which takes theoccurrence of new media event as a good opportunity to form a reconstruction andbenign interaction of the relationship between these two kinds of media.In microcosmic view, new media event is a process of continuous dynamic gamebetween traditinal meida and new media. This process is influenced by a strong powerof public opinion, which is a resultant force formed by constantly cross swords between online public opinion and offline public opnion in the complex socialenvironment. The game hides a continuous flow of information. By excavating depthinformation and rationally analyse, traditional media gain game advantage. While newmedia pay attention to transfer extensive information and build highly participatoryand relaxed environment. The two sides can form a win-win situation by the use ofdifferent dimensions and levels of the information. Moreover, it is noteworthy thatnew media event breaks the nonequivalence game of daily news communicationactivities, and shows groups of network users’ powerful ability of transforminginformation and forming opinion.From a macro point of view, new media event is the product of interaction ofmedia society, where interaction happens between media, society, and people. Media’ssocial role playing is the foundation of forming this interaction, and event develops inthe media circulation composed by these two kinds of media. During the period ofinteraction, the involvement of ICT helps social public achieved self-empowerment,and traditional media affirmed the action logic of new media as well through statusconferral. Therefore, social discourse power relationship is reconstructed. New mediahad an impact on the news production and communication pattern of traditional mediaand changed the former pattern of elite’s dominance into a composite orientationpattern which is diverse, open, critical and negotiatory. However, traditional mediaabsorbs and integrates the content, channel and network group resources as well.Social transition offers a special context for our country’s new media. UnderChinese current conditions, there is a considerable gap between the public discourseuniverse born by traditional media and the private discourse universe represented bynew media. And the conflict between these two kinds of media just originated fromthis gap. However, the consciousness strengthening of opinion leaders’ from two sidesalso deteriorated this conflict. The occurrence of new media event can be an importantopportunity for adjusting the relationship between traditional media and the newmedia. Therefore, traditional media should firstly confirm and accept the behavior ofproducing social knowledge by network users. And then, traditional media should beactive to revise what they already have the way of producing news. Through paradigmdefining, traditional media have to achieve the routine of event handling for theconsideration of long-term effects, and consequently, promoting a formation ofrelationship of benign interaction between traditional media and new media.