A Study On The News Spread Complemetarity Between The Traditional Media And The We-Media

The advent of Web2.0contributes to the development of we-media, which blursthe boundary between communicators and audiences and improves audiences’participation in the process of news communication. The past communication pattern,with its center of communicators, is being replaced by a present-day pattern in whichaudiences are the center. In We-media era, common citizens are not only theinformation disseminators but also the receivers, can deliver and share information bythe form of Internet. The difference between we-media and traditional media isobvious, and the two kinds of media play different roles in the process of news report,influence the effectiveness of news report in the complementation of the wholecommunication process, lead to the direction of the public opinion, and change thesingle communication process, which help the media to be more diverse and open. Inthe process of gradual friction and melting, they two are directing from competition tobalance, from opposition to complementation.According to the researches on the relationship of we-media and traditionalmedia, most of the scholars reckon that the relationship between they two iscompetitive and opposite, for the emergence of we-media will lead to the extinction oftraditional media. Whereas this thesis, from a brand-new perspective, principallystudy the two’s complementary relationship in the news report to treat the relationshipof the two more comprehensively and obviously; therefore, they two in this symbioticrelationship can make progresses together and promote the whole development of themedia business.The Preface introduces the background of this study and acquires thesignificance of this research on the basis of summaries and analysis of the formerstudies. According to the respective characteristics of traditional media and we-media,explores their advantages and disadvantages in the process of news report, and thenget their differences by comparison. standing from a macro point of view to analyzethe media and traditional media complement existing foundation and characteristics,to understand the background and complementary performance. starting to expose tothe main body of this thesis on the base of the two former chapters, and embodies thecomplementation of traditional media and we-media, including the illustration of thecomplementation in media body, media content and media effectiveness. While states further the significance and revelation of the complementation, which is projected tohelp readers and studiers to recognize correctly and comprehensively about therelationship between traditional media and we-media, and help them realize that theemergence of we-media, which is necessary to the development of social informationindustry, on the aspect of social development, is a beneficial complement of thetraditional media rather than a detrimental material.