The Integration and Development of Traditional and Emerging Media in the New Media Era

Abstract

In the new media era, the rapid advancement of digital technology and the widespread use of the internet have profoundly reshaped
the media landscape. Traditional media, such as newspapers, television, and radio, are no longer the sole sources of information. Instead, they
coexist and compete with emerging media platforms that emphasize interactivity, immediacy, and personalization. This paper explores the
integration paths and development trends between traditional and emerging media, focusing on how traditional media organizations adapt to
the digital transformation through technological innovation, content convergence, and audience engagement strategies. It also analyzes the
challenges of information overload, credibility crises, and profit model reconstruction in the convergence process. Finally, the study argues
that deep integration based on content innovation, cross-platform collaboration, and data-driven strategies will be the key to sustainable media
development in the digital age.