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追求满足需要的价值创造活动,是传媒发展的要义及核心动力。社会语境不同,受众的需求具有不同的内涵。这一方面推动着传媒的相互借鉴和更迭,另一方面也使得任何一种媒介在发展的过程中,都必须经历价值的变迁和演进。在以互联网为代表的新媒介,与报纸、广播、电视等传统媒介共生、融合的背景下,传媒的价值让渡与价值调适正频繁发生,成为传媒融合的关键话语。
The pursuit of value creation to meet the needs of the media development is the essence and core motivation. Different social context, the needs of the audience have different connotations. On the one hand, it promotes the media’s mutual reference and change, on the other hand, it makes any kind of media have to undergo the change and evolution of value in the process of development. Under the new media represented by the Internet and symbiosis and integration with traditional media such as newspapers, radio and television, the media’s value transfer and value adjustment are occurring frequently and become the key discourse of media convergence.