Research On The Communication Effect Of Traditional Media In New Media Platform

With the rapid development of media technology, dissemination produced by new media has taken on tremendous changes in terms of content and approach, therefore, influencing the recipients’ reception towards fresh things. Changes brought by new media break the traditional linear approach of media dissemination, leaving the recipients more and diversified choices in selecting various kinds of media. Given the fact that the technology, approaches and concepts employed in media dissemination varies accordingly, traditional media ought to cater for the recipients’ demand and conduct corresponding adjustment in order to breach the bottleneck. In the thesis, how traditional media disseminate information via such new media platform as Twitter and WeChat will be explored with detailed analysis of characteristic and effect of the dissemination as well as its recipients’ action. What’s more, the author will make systematic and thorough investigation for the integrating strategy of traditional media and in-depth analysis of the uniqueness and preference of recipients’ action. The thesis is an empirical study based on the illustration of theories concerning dissemination strategy and channel in an all-media context, with an aim to break the limitation of current research perspective and to provide practical reference for the medium integration of traditional media.