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1、，；ｉ＂、：、节＾■：．聲ｖ軒苗：－‘．：／．－謀谋／咬￥暴浅７１．＾－論．ｉ＇－＇Ｔ．＇：茶：蠢／毒．＜越ｌ．馨為惠：郵，Ｉ山，碍議養ｉＩ舊寮＇ｖＶ蓮＇嘗．赛－巧＞＾蒙＇Ｖ．巧於；：嚇＾＇斗之方奇麵＼養ｆｔ砸Ｓｆ４祭Ｖ基护．省琢戶堯：公．誇．５．．＞‘；ｉ．續＾ｒ隹．游穿巧．當繁窠＾八．．．八呼＂；．今品挺．刊巧、爲‘審；？議詩巧位１皆？’；渗．教＞砰＇ｖ兵Ｖ帮：．發－．，．篆．色．洩’較Ｋ為—ｖ！聲．穿Ｉ／＿．變：一，：．％Ｉ＾＾Ｓ．．．Ｖ．ｔＳ梦，０＾寶记．．§一ｆ屏时的＾繳城Ｈ番吉．．．，＂、翁髮，：；＾．巧，＇，．Ｖ；．．诗Ｖ巧苗‘
2、／．猿＇為－；巧Ｖ：．央；＇一、歲論．祭；：祭達Ｊｖ＾凳穿．篇＇．稀叫，＇公：ｙ＇；－；．絮貫－．３霞林，謂ｒ礎＾苗Ｉ杉＇、＇＃Ｃ；鄭：；－為＿Ｔ．苦护卽Ｈ＾；＇－當蘇－疫廣Ｉ巧副輔矣馨為；．＇Ｒ’蒂＾．萊＞．１鑛／餘＂：背．Ｌ巧一－Ｊ－＞／Ｓ＾．＇＇心．鑽管器；级為益称馨ｔ；．．＇＂；＇羞＞＾复托狐＃琴辑记＾诗豪库Ｔ期＾＂呼戶．苗给＇ｉ邢表、ｔ巧．娘Ｖ－．／．．ｗ．－鸾訂、．．；皆蘇；冀苗苗巧茸為基．盖項．、Ｍ＾＇－’－＇：！－；為．Ｓ－歡，．－沒－這．托．‘’丐＾衣掉壤？．甚：．ｉ：：身次，＾＼＾
3、，％中文摘要不断革新的媒介技术催生了多屏竞争的媒介格局，传统电视“一屏独大”的景象不再。在新的媒介竞争环境下，电视媒体在传播时空、传受互动、广告份额等方面面临严峻挑战，诸多唱衰电视的论断随之而来。然而，电视媒体作为传统主流媒体，在内容制作、媒体公信力等方面仍然保有优势，“电视已死”实为伪命题。本论文首先对跨屏时代这一传播大背景进行了交代，并重新阐述了该时代下的“电视”概念。其次梳理了传统电视在多屏竞争中的“长短板”。再次，立足于拉斯韦尔5W模式，归纳了跨屏转型之后的电视传播呈现出的新特性。最后，从多视角分析了电视媒体在跨屏时代的发展策略，意在为电视媒体如何从多重困局中突围而出
4、提供一些意见参照。关键词：跨屏时代；大电视；台网联动；多屏互动IAbstractTheupdatingmediatechnologycreatesanewmediastructureofmultiple-screencompetition.ThetraditionalTVpredominance,namely,“onescreenonly”nolongerexists.Inthenewenvironmentofmediumcompetition,TVmediaisnowfacingseveralseverechallenges,suchaspropagatingspace,commun
5、icatinginteraction,advertisementshare,etc.ManypeopleholdtheopinionthatTVindustryisindeclining.However,TVmedia,asthetraditionalessentialmediathatiswidelyacceptedbythegeneralpublic,stillhavegreatadvantagesincontentmaking,mediacredibility,andinsomeotheraspects.“TVisdying”isnodoubtafalsestatement.In
6、thispaper,writerfirstlydescribesthebackgroundinformationofmultiple-screentime,andstatesthenewdefinitionofTV.Secondly,thewriterliststhestrengthsandweaknessesoftraditionalTVintheenvironmentofmultiple-screencompetition.Thirdly,accordingtothe5WModelofLasswell,thewriterconcludesthenewfeaturesthatarep
7、resentedbyTVcommunicationafterthetransformationofmultiple-screen.Last,butnotleast,thewriteranalysesthedevelopingstrategyofTVmediainthemultiple-screentimefromseveralaspects,inordertocomeupwithsomeopinionsandsuggestionstohelpt
