The Current Situation And Predicament Of The Interaction And Integration Between Traditional Media And New Media

Due to the impact of emerging media represented by digital media(digital TV),and social media(such as micro-blog),the influence of traditional media is rapidly weakening.In the face of strong impact from new media,the traditional media has taken various ways to penetrate into the new media in succession,but the achievement is little.Although traditional media will continue to be an important force for social change in a considerable period of time relying on its political influence and social status,its development has been in predicament.Therefore,in recent years,both the traditional media and new media are taking the development path of interaction and integration.The academia and the industry follow the integration of the two greatly with great attention and exploring interest.And the government's attention to the integration of the two is also growing.While the public are enjoying the benefits of the integration of the two,they also place higher expectations on the development trend of the media integration.However,due to the fuzzy concept of integration of media,difference of communication mechanism between new media and traditional media,cognitive limitation on the rapid development of communication technology,and defects of the existing media management system,currently the integration between traditional media and new media is mostly limited to joint of the form and content,failing to achieve true integration.Currently,the whole country is in the period of social transformation including Jiangxi Province,with more complicated and intense social contradictions,complex audience composition,and diversified ideologies,which put forward higher requirements for the media that takes an important role in maintaining social stability.Based on a comparison of the features and nature of new media and traditional media,this paper,from the perspective of the sustainable development of the society makes an exploration on how to give full play to interactive,holographic,digital and network advantages of the new media,to integrate the advantages traditional media policy,data resources and personnel quality,in-depth news reports as well,and to employ interaction and integration between new media and traditional media to mutually shape and comprehensively impact economic,social and cultural development of China in the transformation,so as to promote the social progress and development.