自媒体与报纸媒体外文文献翻译2014年译文3100字

文献出处：JULIA WOLFE，We Media : The New Way of Newspapers Industry [J]Technological Forecasting and Social Change, 2014, 9(5): 66-83

（声明：本译文归百度文库所有，完整译文请到百度文库。） 原文

We Media : The New Way of Newspapers Industry

JULIA WOLFE

Abstract

With the rapid development of Internet, mobile Internet, computers, smart phones, tablets and other information terminal also constantly innovation, media technology revolution inevitably brings the change of media environment, there are plenty of new media form also will create a new way of information dissemination. Since the media as a rising new media forms, it attracts more and more people. First proposed the concept of the Media are Dr Berman and Chris Willis, in July 2003, they published in the American society for news Media center \study, \through digital technology to strengthen, connected to the global knowledge system, after a start to understand how the general public to provide and share their own facts, news way\

Key words: We Media; The mass media; Newspaper industry

1 Newspaper industry under we media

Compared with the rapid growth of the media, the development of the traditional newspaper industry is not so optimistic. The growth of new media will inevitably

affect the traditional media, newspapers as the most traditional print media, its contents and modes of production, content to present content dissemination way is difficult to keep up with the pace of the new media development, this will inevitably affect the overall development trend of newspaper. Preempt the highland in the Internet media era of information, the newspaper's own lack of embodied in the following three aspects.

1.1 The timeliness of news is not strong

Newspaper media follow the content of the traditional mode of production, from the source to the newsroom, then to newspaper typography, need according to the strict process to perform, and according to the newspaper release cycle, readers to read in the newspaper's news is at least what happened the day before, people may have seen these \through the network media. Since the media is to let every user can immediately announced his side of the new, realize the real-time transmission of the news, the media release cycle determines the news timeliness is no longer the main competitiveness. 1.2 Information presentation

Printing of the era of traditional newspaper only through words and pictures to present the information content, in the age of electronic media broadcast television can render content through sound and image, and the computer of the information age can be rendered, including text, images, sound, image, almost all forms of information; Faced with the same information content, the form of information to the people's preferences differ, diversified forms of information can meet the demand of more users access to information; And relative to words and images, voice and image of information presented is more intuitive, and easy to accepted by more users. 1.3 Lack of interactivity

Usually by ordinary mail communication between news media and readers, and already realize real-time interactive compared to most of the new media platform, newspaper media interactive channel the flow of information efficiency is too low and interaction of a single problem, it is difficult to arouse the enthusiasm of the audience interact with.For media, content editor of effective communication between the

audience and helps both media content optimizing, media can improve user loyalty;Improve interactivity can be from a certain extent, reduce the user erosion problems in the media.

To seek out the way to mining coal core competitiveness is the earliest newspaper, the mass media to radio, television, Internet and other media and technology impact, even if once again faced with the challenge of new media, newspapers can still have a place in the increasingly rich media market, with the newspaper's unique media resources have inalienable relations;In many people bad-mouthing print media in the information age, the media only firmly grasp the core competitiveness, and do all we can do foster strengths and circumvent weaknesses, to continue to have the survival and development space.

2 We media and press: win to win rather than competition

Value is a kind of new media, there are a lot of important evaluation dimensions, such as the number of operators, number of users, the content of the media influence, etc. Since the media such as weibo, micro letter appeared, in the form of more and more media companies begin to launch all kinds of the media products, from the media, the number of users is also increasing, the medium influence increases. Since the media to have exuberant network media environment added new vitality, has already started to shrink the traditional media market affected by further. Thus, academia and industry are beginning to discuss questions about challenges traditional media how to deal with the media. However, in my opinion, although there is between the traditional media and the media competition in the market, but if the traditional media can effectively use the media, its development space will be improved; For already decay of newspaper media, considering how to compete with the media, consider how to use the power of the media to powerful itself; The core issue of how to share, is exactly what we need to think about.

Effective promotion. Newspaper media itself is the media, but it also needs through publicity and promotion to increase its visibility. Since the media platform not only for the individual open, also open to the enterprises, and even a lot of the media

platform has introduced a version of the enterprise and the media, the media can be according to their own need to apply for one or more since the media accounts, detailed planning since the media account operation and maintenance plan. In general, the media from the media accounts in promotional basically has the following two functions: one is to establish online contact with both the audience and the second is the development of new audience. Due to the user in the media platform can not only production information, also participate in the dissemination of information, so the media of high transmission efficiency, massive user information can be quickly arrived. Because the media itself have a certain brand influence, for newly registered newspaper media accounts, the first to attract both the audience are mostly interested in the paper, the media need to do is to try to retain the audience, can provide valuable content or participatory strong activity, when the audience to subscribe to the newspaper media after the media account, you can see for a long time the content of the newspaper media through the media to push, if there is a forward on content touches subscribers, newspaper media accounts will be more since the media users see, both for the media from the media accounts to attract more attention, also can to some extent improve newspaper media visibility.

Development potential audience, however, could not only depend on both the audience sometimes no promotion, proactive can win more attention. Popular since the media platform can gather a large number of Internet users, and most of the users in the network behavior can be from different aspects of media reflect user group attributes, improves the precision of brand promotion. Newspaper intermediary can according to their own positioning of content and audience positioning, in thousands of registered accounts since the media platform to find and excavate potential audience, spread some targeted account promotion activities, such as turn to other accounts, most of the potential audience attention or some forward \audience interested in gift, best associated with their industry).When the media from the media after the attention of account reaches a certain size, the value of the account also has improved, for the promotion of media itself is only part of the \the media value is embodied in many aspects.

A wide source of information. Since the media from the date of birth, users have low barriers to entry, content, the characteristics of low production cost, every Internet users can register the media account, each user can through own account production content; Since the grassroots media also makes the information source of vast, rich variety, in The Times of \is reporter\in the traditional newspaper media professional journalists should consider how to play its advantages in the media age.

At the same time, the media also let followers become visual media, although the media from the media accounts of followers doesn't necessarily translate into the real audience newspaper, but as long as the media accounts content conforms to the newspaper's own positioning, these followers even if not subscribe to the print, also through the medium of network derivatives to read the newspaper. Previously submitted to the media for the audience too little information, they don't even know by whom own newspaper subscription or purchase, so the media workers can only passively waiting for audience feedback, and let the newspaper media has clear since the media list, news media workers can be regular maintenance through the media and the relationship between the audience and meet the demand of audience more media.

In response to the challenges of the new media and traditional media began to march to the Internet, a lot of newspaper media digital products in succession, however the product provided by the service is moved to the contents of traditional newspaper on computers and mobile phones, information form is still images and text, information updating and newspaper to release synchronous or lagging behind newspapers, this does not reflect the main advantage of network media. Newspaper media's digital transformation should be able to effectively avoid its disadvantages, and carry forward the advantages as much as possible. For example, to counter the problem of newspaper media news timeliness is not strong, may shorten the duration of newspaper website push news information, after the news authenticity is confirmed, the first time through the newspaper media website, APP, since the media account pushed to the audience.

3 Conclusions

The present media technology has developed rapidly, the traditional newspaper media is facing the impact of the new media. In order to find a suitable for their own development path is particularly important. Change is inevitable.

The innovation mainly includes the current newspaper media do media content and media in the form of innovation, in fact, media innovation lies in thinking. From the media, it is not just a day in the synchronous update the content of our newspaper media platforms, but need to be submitted to the media operators through the newspaper media platform to break the original fixed thinking, grasp in newspapers, on the basis of core competitiveness, to borrow from the media in the propaganda, interaction and the unique advantages of resource integration, to enhance the value of the media itself and get more operating capital. 译文

自媒体：报纸媒体的新出路

朱利亚·沃菲

摘 要

随着互联网以及移动互联网的快速发展，计算机、智能手机、平板电脑等信息终端也不断革新，媒介技术的变革必然带来媒介环境的变化，层出不穷的新媒体形式也必然会催生全新的信息传播方式。自媒体作为一种正在崛起的新媒体形式，越来越引起人们的关注。最早提出自媒体概念的是美国的谢因波曼和克里斯威利斯，2003年7月，他们在美国新闻学会媒体中心出版的“We Media（自媒体）”研究报告中，对“自媒体”做出了一个非常严谨的定义：“We Media是普

通大众经由数字科技强化、与全球知识体系相连之后，一种开始理解普通大众如何提供与分享他们本身的事实、新闻的途径。” 关键词: 自媒体；大众媒体；报业 1 自媒体背景下的报纸业

相较自媒体的飞速成长，传统报业的发展就没有那么乐观了。新媒体的壮大必然会对传统媒体造成影响，报纸作为最传统的纸媒，其内容生产方式、内容呈现方式以及内容传播方式都很难跟上新媒体发展的步伐，这难免会影响报业的整体发展态势。在互联网媒体抢占高地的信息时代，报纸自身的不足体现在以下三个方面。

1.1新闻时效性不强

报媒遵循传统的内容生产方式，从获得消息源到新闻采编，再到报纸排印，需要按照严格的流程来执行，而且按照报纸的发行周期，读者在报纸上看到的消息至少是前一天发生的事情，人们可能早已通过网络媒体看过这些“新闻”了。自媒体更是让每一位用户都可以即时发布自己身边的新鲜事，实现了新闻的实时传播，报媒的发行周期决定了新闻时效性已经不再是其主要的竞争力了。 1.2信息呈现方式单一

印刷时代的传统报刊只能通过文字和图片来呈现信息内容，电子媒介时代的广播电视可以通过声音和影像呈现内容，而信息时代的计算机则可以呈现包括文字、图片、声音、影像在内的几乎所有形式的信息；面对相同的信息内容，人们对信息形式的偏好各有不同，多元化的信息形式可以满足更多用户的信息获取需求；而且相对于文字和图片来说，声音和影像对信息的呈现更为直观，也容易被更多用户接受。 1.3互动性缺乏

报媒与读者之间一般通过普通信件沟通，与早已实现网络实时互动的多数新媒体平台相比，报媒的互动渠道存在信息流动效率过低和互动方式单一的问题，很难调动受众参与互动的积极性。对于媒体来说，内容编辑和受众之间的有效沟通既有助于媒体的内容优化，也能提高用户的媒介忠实度；提高互动性可以从一定程度上减轻报媒的用户流失问题。（声明：本译文归百度文库所有，完整译文请到百度文库。）

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