新媒体背景下的传统媒体应对——基于媒体公信力的视角

媒体公信力是媒体生存的根基。新媒体技术的崛起从三个方面对传统媒体的公信力形成冲击：弱化了传统媒体的＂把关人＂角色、对传统媒体报道新闻的表现手段及消费方式形成冲击、对传统媒体的经营和管理手段提出新的挑战。在新媒体背景下传统媒体应发挥权威的鉴定者角色,打造透明新闻。面对公民新闻的压力,传统媒体应向受众赋权,加强对新媒体资源的整合、组织能力。媒体管理中还应融入更多自律手段,重塑媒体公信力。

The Response of Traditional Media Under the Background of New Media---Based on the Perspective of Media Credibility

Media credibility is the foundation of Media＇s existence. The rise of new media technology impacts on the credibility of traditional media from three aspects： Firstly,weakening the role of gatekeepers in traditional media; Secondly,impacting the expressing method and the consumption manner in which the traditional media reporting the news; Thirdly,challenging the means of management in traditional media. Under the background of the new media,traditional media should play authoritative verifier role and make transparent news. Facing the pressure of citizen journalism,traditional media should empower audience and strengthen the capacity to integrate and organize resources held by new media.The management of traditional media should also add more self- discipline means to reshape the media credibility.