Author(s)

Chenyu Hao

Corresponding Author

Chenyu Hao

ABSTRACT

The development of the Internet has brought about new changes in the media environment, including changes in user perceptions, innovations in communication channels and changes in content formats. The prosperous development of the Internet and the increasing length of use means that people's access to information has changed, which has brought a lot of impact on traditional media.This study finds through analysis that in the era of intelligent media, traditional media then face the problems of audience loss, lower advertising revenue, lower motivation of practitioners, and lagging institutional management concepts.To address this, this paper proposes that firstly, we should re-establish connection with audiences, including producing or compiling content of interest to audiences, choosing the media most frequently used by audiences to publish information, and selecting effective information distribution methods. Secondly, we should diversify income and promote the transformation of industrial chain, including developing new media products, enriching industrial types, and realizing media capital operation. Thirdly, we should also strengthen skills training of practitioners in new Internet technologies and Internet content marketing methods to help the transformation and development of traditional media.

KEYWORDS

Era of intelligent media; Traditional media; Dilemma; Transformation path; Internet thinking