Analysis Of The Transformation Of The Australian Newspaper In The New Media Environment

Since 21 century, with the developing of the Internet, news carriers adapt fast these days under the circumstance of the new media. Traditional media is clumsy and vulnerable compare with the new media, since the new media update fast, and all kinds of new communication tools are better to interact with readers. In the beginning phase of the Internet, there was someone predicted that the newspaper couldn't make it within ten years. Although under the circumstance of new media, newspaper is no longer the most importance communication medium, but what newspaper has achieved are strongly respond to the false prediction. We have to admit that there are some newspaper couldn't bear the heavy pressure and end in disappearance; however, there are more of them are follow the trend of times and willing to change for better version.So just like this, people tend to be positive to solve the problem rather than negative attitude. Because after the vanish of the saying that newspaper couldn't last for ten years, people realize traditional media are still matter, so the traditional mass media, represented by newspaper should follow the trend and change.As one of the biggest and highest degree of internationalization news groups, News Corporation has so many mainstream newspapers which represent the newspapers' transformation all around the world. Australia is the origin place of Murdoch's media empire, so this essay is mainly talking about the transition of the Australian, which is the only nationwide comprehensive newspaper in the Australia. The Australian is not only one of the top newspapers in its paper phase it is also the representation for the change and its strategies are practical.The media environment in Australia is kind of particular. Two powerful media corporations control the majority of national market. One of them is News Corporation owned by Rupert Murdoch, which holds 70% of the Australian newspaper, and the other one is Fairfax Media owned by Canadian Conrad Black, which occupies 20% of the Australian newspaper. This thesis tries to analysis every part of the Australian for its media transformation under the circumstance of new media, including its strategy, advantages and the problem it has to conquer in order to discuss the development direction of newspaper and give suggestion to our traditional mass media.