The Decline & Reconstruction Of Traditional Media's Influence In New Media Environment

Changes in media technology and the access of 4G mobile communications have brought a powerful opportunity for the development of new media, traditional media is suffering from a severe crisis of survival due to its technical properties of media. The new media has been changing the existing structure of the media industry, media ecology, and audience's habits, therefore, traditional media, especially newspaper market space is being challenged from the new media, and its media influence has been declining.Hereby, the author took the theory of "Influence" as research-based, and took the four-dimensional system of media influence,which includes audience size, audience contact time, the credibility of the media, the mainstream population ratio, as evaluation model. Then designed questionnaire to get to know the status of media influence. By qualitative and quantitative research, this paper analyzed the current situation and the reasons of traditional media influence under the new media environment, then combined with "12·31 Shanghai Stampede Accident in Chen Yi Square" to compare the influence of new media and traditional media in this case, so that refined the reconstruction strategy of traditional media influence.Combined of four-dimensional system of media influence model, this paper pointed out that the traditional media has advantages of inheritance and credibility, if it adapts to change in today's media technology and adjust development strategy, it would still could reconstruct its media influence. Specifically, creating a new media group, changing media business concept, changing concept of "the audience" to "User" and enhancing the user's loyalty; building information confirmed mechanism, striving to do the topic news, strengthening activities marketing, focusing on content and quality, and boutique positioning, so as to ensure the credibility of the media; Cultivating opinion leaders of media platforms, being a good gatekeeper to decrease information noise and rumors of communication; Using the official website, official microblog, wechat official accounts, mobile clients and other new media platforms, so that formed three-dimensional communication pattern.