The so-called "new media" network communication has many irreplaceable advantages. It spreads information infinitely, and its fast and simple way of receiving information is beyond the reach of traditional media. With the rapid development of computer and digital industry, it has formed its own platform. It integrates text, sound, image, video and data, and is not limited by region, quantity and time. It is a global interactive network, which can achieve global coverage and break through time and space constraints. In particular, the interactivity of network trends makes the sender and receiver in a completely equal position.

At the same time, the global, open and equal nature of the Internet makes the bad information on the Internet cross all directions, especially the reactionary propaganda of hostile forces, which will directly pose a threat to the public opinion orientation of a political party and a country. The characteristics of equality, freedom and extensive participation of the Internet often lead to great uncertainty in the exchange and enjoyment of some information, which greatly reduces the credibility, which also brings difficulties to the control of public opinion.

But for the audience, the biggest feature of the network is that people communicate with other countries through computer networks. On the one hand, the development of this trend will form machines to replace interpersonal communication, resulting in more and more advanced modern lifestyles and more and more closed people, interpersonal communication and retrogression. On the other hand, due to the lack of effective means to control the network communication space, it provides a breeding ground for unhealthy factors and vulgar tastes in some cultures, leading to the decline of ideological morality and cultural taste.

Second, the advantages of traditional media still exist.

Traditional media refers to newspapers, magazines, books and other printed media and electronic media such as radio, television and movies. For the broad audience, "listening to the radio in the morning, reading newspapers during the day and watching TV at night" is still the dominant mode of their contact with the media. The requirements of "new media" for the audience are much stricter than those of traditional media. It not only requires certain computer application skills and network knowledge, but also costs a lot.

Traditional media, especially those with high public awareness in China, have unique advantages in word of mouth, brand and authority. Therefore, the future development of traditional media depends largely on the adjustment of strategy, structure, mechanism and personnel, rather than being replaced by new media.

Third, traditional media and new media can be integrated and developed.

In the current environment, new media has a certain dependence on traditional media, even commercial new media, its news information source can not get rid of the dependence on traditional media. Many resources and advantages formed by traditional media for a long time are very valuable to new media. Combining with traditional media is an important way out for new media. The reason is simple: first, the source of information. Although the information on the Internet has reached a dizzying level, the first source of most information is still traditional media, and the online news that the audience often sees is reprinted in a newspaper or other traditional media. Second, the ability of editing and editing. Traditional media has a large team of well-trained journalists. For new media, there are not only policy obstacles, but also unbearable costs. More importantly, it is difficult to be effective in a short time. Third, the news experience. In the early days, the Internet created technical talents for technical elites. Nowadays, the Internet is paying more and more attention to people with news background. Traditional news rules, news practices and news experiences are all accepted and utilized by the Internet. Once the experience, methods and means of editing and editing of traditional media are creatively applied to the network in combination with the characteristics of the network, more brilliant flowers will inevitably bloom. Fourth, public awareness. Traditional media, especially those with high social and public awareness, have unique advantages in reputation, brand and authority, but there are still credibility problems in online content at this stage.