Research On Deficiency Of Theory In Traditional Media Transformation Practice

Nowadays,the traditional media become more and more decline undoubtedly.However,traditional medias try their best to seek a way of media transformation,which would bring them back to the glory of yesterday.But there are differences between expectation and reality.The traditional media come to nothing.At same time,the new media flourish in every corner of the word,becoming the necessary part of people's daily life.Therefore,we have to ask why traditional media transformation failed and the new media develop at high speed? The author want to find the communication principle behind this phenomenon and look for an applicable theory guiding the practice of media transformation.The article has five sections.The first part describe the multielement of network communication;the second part illustrate with example to explain that the traditional media transformation lack of guidance theories.The subsequent two sections discuss that the interpersonal communication and the organizational communication are beneficial to the traditional media transformation.In the last part,the author summarize media transformation should taken the mass communication?the interpersonal communication and the organizational communication as basic.The article is aimed specially at revealing the question of theory deficiency in the process of media transformation.The author wish her depiction could make a contribution to the development of media in the internet environment.