Abstract: The new media environment has brought certain opportunities for the development of the media industry, but it has also led to difficulties in the development of traditional media. From the current development of some traditional media, it can be seen that there are problems such as lack of content, low quality, single communication channels, and reduced audience, which have a serious impact on the normal development of traditional media. So for traditional media, innovation and improvement play a decisive role in their development in the new media environment. This article first analyzes the advantages and disadvantages of traditional media and new media, analyzes the pressure generated by traditional media in the new media environment, and finally proposes the development path of traditional female media in the new media environment for reference.
Keywords: Traditional media; New media environment; communication effect
At present, with the acceleration of China’s economic development and the further development of information technology, Internet information has become the mainstream trend of development at this stage. The continuous development of new media has to some extent impacted traditional media such as television and newspapers, causing them to face certain changes and challenges, and the market for disseminating information has also experienced turbulence. How traditional media can change the media landscape, communication methods, and public opinion ecology in the new media environment, and how to stand out in the transformation, are the main issues facing its development.
1 The advantages and disadvantages of traditional and new media
In terms of communication methods, although traditional media itself does not have the problem of communication methods, there are still certain gaps and shortcomings compared to new media. Traditional media is a one-way communication method, whether it is newspapers, television, or radio, which needs to be completed and disseminated to the audience. During this process, there is no interaction with the audience, and the audience unilaterally receives the messages brought by traditional media. Compared with traditional media, new media has a more diverse range of communication methods, a wider scope of dissemination, and a faster update speed. In addition, new media can disseminate a large amount of information, including rich information content such as business, entertainment, practicality, and public welfare. Its main characteristics are a wide range of channels and good interaction with recipients. In terms of operating costs, compared to new media, traditional media will incur more operating costs. In addition, traditional media has a slower dissemination speed compared to new media, and traditional media reports usually need to go through multiple complex steps before they can be published. New media can use the internet for information dissemination, thus spending less cost. In response to this situation, the proportion of new media in the media industry is growing rapidly, and in the future, new media is highly likely to develop into mainstream media. However, due to the short development time of new media and the lack of mature theoretical research, although new media plays an important role in our current life, it has gradually highlighted some drawbacks in its development, mainly including the following points:
（1）Large amount of information, with mixed quality content
In the new media environment, people passively receive information, and junk information is everywhere. The direction of information dissemination and reception is relatively arbitrary. In addition, the audience lacks the ability to make good judgments and retrieve information, coupled with the wide range of information dissemination, it is difficult to accurately determine the audience, and toxic and harmful information cannot be eliminated in a timely manner. Once the audience receives incorrect information, it is easy to affect their cognition. It should be noted that in the new media environment, it is also very easy to widely disseminate confidential information through illegal means.
（2）The intensification of online violence and infringement of audience privacy
In the new media environment, people are able to create and disseminate information, and they have the right to freely publish and disseminate information. However, at present, there are many netizens with low quality. Some people will spread harmful information through new media, steal other people’s information, excavate their privacy, and in severe cases, it will form online violence. At present, many people who have been subjected to online violence suffer from psychological disorders, which affect their normal life and work, and may even face serious pressure and commit suicide. People freely express their opinions through the internet and harm others through screens, without causing any burden or sense of guilt to the rumormongers, which will hinder the harmonious development of society.
（3）Regulatory efforts and legal updates are difficult to keep up with the development speed of new media
In recent years, new media has developed rapidly, but the pace of updating legal regulations that match it has been slow, often resulting in events beyond the scope of legal control. For example, some news outlets create and disseminate false news in order to attract public attention. Regarding the issue of online violence, the law does not provide detailed regulations, making it difficult to convict perpetrators and followers. However, at present, China has introduced some relevant management policies and laws and regulations, which can exert certain management and control effects. However, due to management strategies and laws that are difficult to keep up with the pace of new media development, there are still many issues that have not been effectively resolved.
2 The pressure of the new media environment on traditional media
（1）Maximizing communication effectiveness in the new media environment
Compared to traditional media, new media has more diverse communication channels, especially new media with mobile phones and computers as ports can break through traditional ways of disseminating information, and media communication gradually integrates interpersonal communication. This type of approach with strong personal emotional colors can effectively improve the efficiency of information dissemination and strengthen interaction between individuals, thereby maximizing the effectiveness of information dissemination. Traditional media information dissemination will be limited in time and space, making it difficult to achieve good dissemination results.
（2）Diversified content dissemination in the new media environment
New media spreads information through online media, so compared to traditional media, new media has a faster speed in acquiring information resources. With the help of new media on the internet, information can be disseminated through various forms such as sound, images, and videos, thereby enabling audiences to receive simple and understandable information more reasonably. In addition, the same type of information with different forms and contents can be organically connected through linking methods. When the audience browses a certain information, they can browse a lot of related information to achieve the purpose of “sticky” reading. In addition, during the process of browsing information, the audience can express their opinions and insights through comments and other means, and engage in certain interactions. Under such conditions, users can not only browse news, but also evaluate news, increasing the audience’s enthusiasm and enthusiasm for information interaction, thus forming a situation of nationwide dissemination.
（3）Amplifying the Audience’s Voice in the New Media Environment
Compared to traditional media, new media has a more diverse range of communication subjects. Media such as WeChat, Weibo, and live streaming platforms can transform the situation of one-way information dissemination, forming a communication mode where communication and reception coexist. Under legal conditions, audiences can express their ideas and speak freely, becoming the main body of information dissemination.
3 The Development Path of Traditional Media in the New Media Environment
（1）Collaborative development of integrated media
Integrated media refers to a new type of media that effectively integrates traditional and new media, achieving complementary promotional advantages, integrated promotion, and content compatibility between media. With the continuous development of society, traditional media is not just a single media, but has formed a media platform and formed a complete commercial loop to achieve cross-border integration. At present, the development speed of media technology is fast, and the physical boundaries of media markets in various countries are melting at an increasingly fast pace. However, traditional media in China relies more on traditional market paths and lacks the driving force for transformation. Traditional media mobilizes various positive factors and achieves the expected goal of information dissemination through new media, effectively integrating new media with traditional media, further integrating traditional media, integrating various resources, fully exerting its exemplary power, creating a good image of the traditional media industry, establishing a multi-disciplinary, high-efficiency, and all factor cooperation ecosystem, enhancing its competitiveness internationally, and ensuring the sustainable development of traditional media.
（2）Innovation and optimization of profit models
In the process of continuous development of new media, traditional media is experiencing a decline in advertising revenue, and the profit model of traditional media is slowly disintegrating. Therefore, it is necessary to innovate and optimize its profit model, in order to reduce the impact of traditional media on advertising and innovate the profit model of traditional media. Firstly, traditional media needs to shift from single point operation of traditional content to multi industry development. In the long-term development process of society, the production of news content in traditional media is its key point of operation and development, which can establish the position of traditional media expertise and authoritative influence in the field of news production. However, there is a lack of attention and development of various resources such as audiences and brands, which makes the industry increasingly competitive in the market and constantly highlights various problems. In order to effectively solve these problems, traditional media should endow functional departments of enterprises with certain operational autonomy, ensure that they complete information production tasks, and be able to develop external paid businesses to obtain more benefits. For example, the marketing department can undertake paid advertising production, design promotional copy, etc; The Technology Research and Development Department can undertake paid technical services, optimize and integrate resources such as content and channels based on various business support, create a good brand image, enhance market competitiveness, and thus form a broad coverage, multi industry, and normalized development industry value chain. Moreover, traditional media should fully consider the needs of the audience, and ensure the good development of traditional media in the new media environment by providing personalized services and replacing homogeneous services and content with content.
（3）Optimizing the News Production Process in the New Media Environment
The traditional media industry should introduce advanced and scientific technologies in the new media environment to innovate and optimize the news production process, in order to keep up with the trend of social development. At present, traditional newspapers and media mainly follow the following routine procedures when reporting on news events: collecting information, organizing materials, understanding the situation, conducting on-site interviews, organizing materials, writing report content, arranging and editing, and publishing news. In the era of new media, traditional media should expand their influence and not repeat outdated editorial processes. Based on safety production, news production processes should be optimized. For example, during interviews and post editing, post editing can be integrated into the interview process to prioritize the editing process, thereby compressing the process and improving efficiency. In addition, when conducting interviews, relevant personnel should make reasonable use of video and audio materials, upload and publish materials through live video, and disseminate news and information to the audience in the first time through live broadcasting. The conventional process should be compressed, and news events with the same theme should be disseminated from different channels to expand the influence of traditional media.
（4）Transforming backward ideological concepts
The continuous development of information technology promotes the birth of new media, but it will face certain challenges for the development of traditional media. In order to alleviate the huge impact of new media, we should change the outdated ideas brought by the original traditional media, pursue new development situations, refer to the development situation of new media, use modern means and science and technology to obtain a large number of information resources, improve the speed of information dissemination, and use the Internet to spread information to the audience at the fastest speed. For example, when using television for live streaming and reporting, it is possible to simultaneously post Weibo and synchronize live broadcasts online to allow more people to stay informed of the progress of events in real time. By using modern technology to disseminate and report information, traditional media can further expand its advantages.
（5）Build an all media team
In terms of traditional consciousness, the main function of television media is to play pictures and transmit sound, while the main function of paper media is to write text and edit pictures. In the new media environment, this consciousness has been changed to a certain extent, and traditional media is increasingly effectively integrating new media. Under such conditions, it is necessary to cultivate composite and high-quality media talents. The main task of media staff is to collect, integrate, and publish news. The quality of media staff can have an impact on the quality of news release, especially in the news collection process. Therefore, it is necessary to vigorously cultivate traditional media staff, strengthen their ability to collect and distinguish objective information, master the methods of reporting through traditional media and the laws of information dissemination, so as to leverage the credibility and credibility advantages of traditional media.
4 Conclusion
In recent years, the new media industry has developed rapidly, and the development of traditional media has been somewhat impacted, but it has also brought development opportunities. The traditional media industry needs to recognize its own shortcomings and advantages in the new media environment, leverage its own advantages, effectively integrate new media, and promote the further development of traditional media.
References
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Yu Su,
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