摘要

在互联网普及之前，传统三大媒体：报纸期刊、广播、电视覆盖全球，有着不可动摇的地位。然而，随着互联网出现之后，传统媒体受到了严重的冲击，网络媒体有着明显的优势，这些优势使互联网变得炙手可热，迅速的传播到世界各地，逐渐成为了人们获取信息、最新动态的第一选择。 
作为传统媒体的代表----报纸，具有不可替代的优势：强大的专业人力资源和丰富的物力资源，信息的高度权威性和客观性。尽管互联网使人们日常生活和工作更加快捷、简便，它的缺陷也日益暴露，与传统媒体相比，网络媒体的信息缺乏严谨性、深刻性和权威感。即便如此，互联网弥补了传统媒体的平面局限性，将新闻以及各类信息以集声、色、图于一体的形式呈现出来，使新闻及广告更加形象化、真实化，赢得了全世界的喜爱。
近年来，传统媒体与网络媒体之间的竞争日益突出，尽管传统报纸仍占一定市场份额，但已大不如从前。互联网来势凶猛，对传统媒体造成了严重的威胁和冲击，虽然传统报纸也在不断改变和完善，但效果不明显。
本论文的目的在于探讨以报纸为代表的传统媒体在网络媒体的冲击下将二者的优势与劣势相结合如何突出重围，谋求一条新型的发展道路，从而使二者实现共同促进、共同发展，同时也让传统媒体与网络媒体发挥所长，让读者更快更有效的获取所需信息。

关键词：传统媒体，新媒体，报纸，媒介融合

Abstract

Before the popularity of the Internet, the three major media, newspapers, radio and television have covered all over the world. And has an unshakable position in the whole society. However, with the advent of the Internet, the traditional media has been seriously challenged. Online media has distinct advantages and these advantages make the internet become hot, spreading around the world rapidly. Online media has become the first choice of searching news and information.
As the representative of traditional media, newspaper has irreplaceable advantages; strong human resources, high authority and objectivity. Although the Internet makes people's daily life and work faster and more convenient, its weaknesses are increasingly exposed. Compared with the traditional media, online media lack information rigor, depth and authority. Even so, the Internet makes up for the limitations of traditional media, gathering the sound, color and pictures of news and showing to the audiences. This innovation made news and advertising more figurative and real. Internet has won the world.
In recent years, the competitions between traditional media and online media have become increasingly prominent. Although traditional newspaper still has a certain market share, the situation has big difference as before. Internet has serious threaten and impact on traditional media. Traditional newspapers constantly changed and improved, however, the effect is not obvious.
The purpose of this paper is to investigate that after the challenges of the online media, how traditional media, represented by newspaper, combined with its advantages and disadvantages get through the close siege and seek a new path of development to achieve promotion and development side by side. Meanwhile, traditional media and online media express their superiorities and provide fast and more efficient information for audiences.

Key words: traditional media, new media, newspapers, media convergence