| With the arrival of Web 2.0 and the continuous emergence of new technologies, digitalization has swept across the world like a huge wave. The rapid development of new formed network media has led media communication to a time of focus communication and digital dissemination. On the hand, as a’sunrise industry’, digital media has made an unprecedentedly great impact on the paper media relying on its rapidness and quickness in dissemination. On the other hand, traditional media like the paper media have a higher public credibility than new network media. According to statistics provided by CCTV news in 2014, among the reading media people choose in China, reading in print, reading using mobile phones, reading online and reading using e-readers are the four most used ways in descending order.For a period of time, the media development trend has become a hot topic in the industry and academic circles. Some hold the idea like’media forms nowadays will come to an end in five to ten years and network media will take the place instead’. However, there are other ideas like’the paper media will stand still in the future’. Widespread controversies in the discussion have made the conclusion veiled in a mysterious way.In fact, the development of new media like online magazine is not so successful in certain context-after years of prevalence comes a massive closure. In contrast, the online versions of traditional paper media which integrated new network technology and contents in print have maintained a good development situation. The fact proves that integration of advantages is a right path to success in a time of diversification in media development.Based on theories of media ecology, the paper is focused on two examples-Kaila, which is an online magazine in typical new media form and Rayli in web version which features a fusion of traditional and new media forms.In a respect of media ecology, Rayli integrated the advantages of both the new and traditional media, which thrives depending on the mature media ecology of the paper media. However, as a new media form, there exist a series of problems in online magazines such as the uncertainty in quality guarantee, the constraints in advertisement resources, obscurity in audience targeting, vagueness in profit pattern, faultiness in legal system and so on, which makes it an immature ecology.Through study and comparison of the characteristics of the two examples, a conclusion is made that the short lived development of pure online magazines is connected to the immatureness of its media ecology in a new environment of new media. Judging from the regulations of historical development and in a long term, new media is making its way into mainstream media and in the meanwhile hindered by the deep rooted power of the traditional media. Therefore, integration of media resource advantages will lead to a situation of information sharing, group identification, cultural integration and maximization of profit, which is the most advantageous option for now.In the last chapter, a proposition for media integration and perfection of network media ecology for present is provided based on theories of communication and economics. Study on this new subject provided a meaningful exercise and broadened my study horizon, which may presented some useful views for integration of traditional and new media. |
PDF Full Text Request