2014年被认为是媒介融合的元年,但其实媒介融合的讨论已经持续了近十年。在这十年里,传统媒体影响力所及版图被新兴媒体不断瓜分蚕食。同时,传统媒体机构的新媒体实践也是懵懵懂懂跌跌撞撞,鲜有成功的案例可以复制。这双重的困境,让我们不得不追问,如果传统媒体真的已经没落,那么,为什么其新媒体运营还要时时处处绑定攀附传统媒体?难道传统媒体的新媒体实践起点就错?如今高调重提的媒介融合又到底 2014 is considered the first year of media convergence, but the discussion of media convergence has lasted for almost a decade. In the past decade, the influence of traditional media has been constantly eroded by emerging media. At the same time, the traditional media organizations’ new media practices are also stumbled upon, with few successful cases copied. This double dilemma, let us have to ask, if the traditional media has really declined, then why its new media operations are always bound to cling to the traditional media all the time? Do traditional media new media practice starting point is wrong? Now a high profile heavy Media convergence in the end to mention