Decentralization of new media culture
print media, radio, television and other mass media. So of course, the Internet is a new media.
the concept of new media was first proposed by P. Goldmark, director of CBS Technology Research Institute. New media is a relative concept, which is developed on the basis of traditional media. Compared with traditional newspapers, radio and television, it is a new form of media. It uses digital technology to spread through the Internet, mainly including network media, mobile app applications, digital TV, etc. at present, it is widely used, including microblog, blog, instant messaging tools, wechat, QQ, Streaming media, etc
the wide application of the network has broadened the channels for people to obtain information. Compared with traditional media, new media has incomparable advantages, breaking through the communication boundaries between traditional media. It mainly has the characteristics of interactivity, timeliness, large capacity, digitization, globalization and so on< The influence of the new media era on the traditional culture
1. The influence of the new media era on the traditional culture communication mode
the new media era has changed the interpersonal communication and cultural communication mode. Nowadays, people are more surrounded by digital procts, obtaining information directly from mobile phones, pad and other network mobile terminals, relying on newspapers, magazines and other media The traditional culture communication with books and other media as the main carrier has been directly impacted by the new media culture. In the era of new media, young people are more likely to communicate and read e-books through the Internet. In daily life, we can often see the "bow head group" of mobile phones on the dining table and the people browsing e-books on the bus. For the communication of traditional culture, it should be more ideological exchanges and collisions, verbal stimulation in conversation, and more maintenance between people and between people and society. Behind this replacement lies the contradiction between traditional culture and mass culture of new media
2. The conflict between traditional culture itself and new media
the excellent traditional culture of the Chinese nation has a long history, which is the foundation of national spirit and the historical precipitation of Chinese civilization, as well as the theoretical root of realizing the Chinese dream and practicing the socialist core values. The orthodox ideology of Confucianism has long occupied the mainstream of culture, influencing people's behavior ideology, outlook on life, values, and social values The formation of world outlook. The application of Internet in new media has realized the development of information globalization, widened the channels of cultural exchange between different countries, regions and nationalities in the world, and has been eroded by foreign culture brought by new media environment while successfully exporting traditional culture. Facing the impact of the rapid development of new media, traditional culture needs a certain period of time to adapt
3. The impact of the characteristics of new media on traditional culture
in order to promote the development of new media instry and meet the needs of the audience, the traditional culture inevitably adds entertainment factors when it is spread through new media technology, which is a kind of destruction to the original values and cultural essence of traditional culture, Traditional culture has not achieved the real effect of cultural communication< Third, the innovation strategy of traditional culture in the new media era
facing the global development of new media communication and new media technology, it is a rare opportunity for traditional culture communication and promotion. Therefore, we should seize the opportunity of new media technology development, and actively expand and create a new development path of traditional culture ecation
1. Improve the cultural connotation of new media itself
new media has some shortcomings in the process of development, which plays a negative role. We must take effective measures to improve the shortcomings, so as to promote its full play of a positive role in the dissemination of traditional culture. We should realize the combination of new media technology and traditional cultural enterprises, carry out digital upgrading and transformation, speed up the integration of digital instry, break the barriers of communication, integrate new and old media, integrate traditional cultural procts into new media technology, make traditional media and new media interact and develop in coordination, and strive to improve the breadth and depth of traditional cultural proct communication
2. Effective management of new media development platform
the commonly used network ecation platforms of new media are MOOC (MOOC), open mass ecation platform, which has been introced by some colleges and universities to complete the teaching of public courses, and students learn online at the network end; Streaming media network teaching is an important teaching platform in Colleges and universities. The teaching mode of online ecation based on computer and Internet technology is the extension and supplement of classroom teaching; Application software app is a real-time communication platform. Social application software relying on network mobile terminal has become the main way for modern young people to communicate. For example, wechat application software can establish communication group and course discussion group of traditional culture class, push teaching content to multiple people at any time and realize real-time interaction. Using the network ecation platform is an important way to develop ecation in the new media era. The platform has the advantages of interactivity, timeliness, large capacity and so on, which traditional classroom teaching can not achieve. With the help of mobile network terminal equipment, students can easily and freely log on to the network ecation platform to learn, make full use of effective time, extend classroom ecation to the outside of the classroom, and truly make the learning of traditional culture free from the limitation of space and time, anytime, anywhere and everywhere< With the development of information technology, the dominant position of traditional media communication is weakened, and the advantages of mobile new media and indivial communication are highlighted. Traditional culture communication should establish effective communication channels, mainly new media, and give full play to the advantages of traditional media, so as to achieve the organic combination of new media and traditional media, and carry out cultural communication and interpersonal communication for the audience< In the current situation of rapid development of new media, traditional culture communication needs to rely on the power of new media, constantly strengthen and innovate the ecation and communication mode of traditional culture, and create local new media art works based on the connotation of traditional culture. Culture is a concept of continuous development and change. We should not only promote traditional culture ecation with the help of new media platform, but also innovate traditional culture through this platform, so as to inherit and carry forward China's excellent traditional culture
As an important part of cultural and creative instries, new media instry is an important branch of the tertiary instry, and also an integral part of national economic development. Like all "instries", new media instry has various instrialization characteristics and instrial economic attributes. According to the interpretation of instrial economics, the concept of "instry" belongs to the category of mesoeconomics. It refers to the combination of enterprises, organizations, systems or instries that have some same characteristics or common attributes or proce the same kind of procts. New media instry has the common economic attribute of all instries
first of all, the new media instry is cluster. A single enterprise cannot constitute an instry. Only a series of interrelated enterprises, organizations, systems or instries are combined according to a certain law can they be called an instry. New media instry is composed of new media hardware manufacturers, content providers, service providers, operators and other different links, each link has a competitive relationship with the front and back links. Clustering can rece the cost of new media instry, form scale effect, and promote scale economy and scope economy
secondly, the value chain of new media instry is value-added and cyclical. Each component of the value chain of new media instry is an organic and unified whole. Each link of the value chain is composed of a large number of similar enterprises. The upstream instry chain, which focuses on content proction and service integration, is closely related to the downstream instry chain, which focuses on platform operation and proct marketing Information and capital together promote the value increase of new media instry
thirdly, the new media instry is proctive. The proct of new media instry is intangible content. Through the integration, processing and reconstruction of ideology, culture and ideology, it continuously proces intangible content procts, creates value for society, and becomes an important part of national economy
of course, as an important branch of cultural and creative instries, new media instry has its own particularity besides the common attributes of all instries; It is these particularities that distinguish the new media instry from the material proction sector and the traditional media instry
(1) the new media instry has ideological and cultural attributes
different from the primary and secondary instries which mainly focus on material proction, it belongs to the cultural instry in a broad sense, with ideological and cultural attributes. As we all know, the media has al attributes, namely career attributes and economic attributes. Media is not only a social public service unit, but also an economic unit: it not only serves the ruling class and the public, but also pursues the maximization of interests for its own competition and survival in the market economy. Media instrialization is the extension of media economic attribute, but it is also impossible to get rid of the penetration and restriction of enterprise attribute. The ideological attribute and cultural attribute of media instry are the representation of enterprise attribute
any media instry is in a specific social environment, inevitably injected into the ideology and cultural spirit of the society, and new media instry is no exception. Stuart Hall, the leader of the school of cultural studies, pointed out in his rediscovery of ideology that the field of modern culture is an "ideological battlefield, where different cultural forms compete for hegemony, and the dominant" ideology "is created in various discourse struggles." the interactivity, grassroots nature, and the popularity of the new media have become increasingly prominent Personalization and other characteristics provide enough platform and operation space for the interaction of ideology, which objectively infiltrates all kinds of ideology into the new media content procts, making the new media instry more emphasis on the interaction of ideology than the absolute control of the dominant ideology compared with the traditional media instry
as an important branch of cultural and creative instry, new media instry is a new resource instry, and new resources such as culture, information and ecation are the leading instries, which give new media instry distinct cultural attributes. The content proct proced by the new media instry is essentially a kind of cultural proct with the basic characteristics of cultural procts. From this point of view, the procts of the new media instry should not only contain the basic social values and the spirit of ideology and culture, but also meet the functional needs of consumers for the "use value" of new media procts, which should be met to a large extent through the spirit of ideology and culture< In a sense, the new media instry is the most typical carrier and reflection of the background of media convergence
first of all, the new media instry itself is the proct of "media convergence". For example, in the subdivision instry of network media, the Internet newspaper is the result of simultaneous interpreting of Internet and traditional newspapers. Similarly, in the segmentation instry of mobile media, mobile newspaper is the integration of mobile media and traditional newspapers, while mobile radio and television is the integration of mobile phone and radio and television. New media technology is the leading force of the rise of new media instry. However, only relying on technology can not promote the development of new media instry, "content" is the key factor in this process. Because new media itself does not have enough content accumulation, it can only obtain content resources from traditional media and other new media with the help of "media convergence". In addition, the innovation of new media forms also needs the promotion of "media convergence". Whether it is the hardware convergence such as digital TV and IPTV, or the software convergence such as network magazine and mobile newspaper, it is born and developed under the guidance of the idea of media convergence
secondly, instrial convergence is the survival and development mode of the new media instry, and is an indispensable basic condition for the existence and development of the new media instry“ "Convergence" is the inherent characteristic of the new media instry, and it is also the backbone to promote the development of the new media instry. The continuous integration of new media technology, form and content promotes the organic integration of new media instry chain and value chain, and brings new business model and profit model for new media instry. The integrated development of new media instry "not only promotes the formation of new information communication instry form, but also promotes the formation of new information communication instry ecological environment and new instrial structure"
(3) new media instry is a new force to enhance the country's soft and hard power
fundamentally speaking, the development and growth of a country lies in the improvement of its comprehensive national power, which not only needs to improve the "hard power" of science and technology, economy and military, but also needs to enhance the influence and control of Ideological and cultural spirit and ideology, namely "soft power"
on the one hand, the new media instry takes the brand-new, interactive and civilian communication carrier as the operation platform, and uses a "decentralized" communication mode to closely connect users or consumers, so as to improve the emotional linkage of soft power communication and enhance the efficiency and effectiveness of cultural communication and Ideological Penetration. To improve the country's soft power, we need to use the media to spread the ideological and cultural spirit and ideology. The rise and instrialization of new media has greatly changed the traditional media ecological environment, and also changed the communication environment and means to build and enhance the national soft power. The rise and rapid development of new media instry provides a key platform and new channel for enhancing the country's soft power, and becomes a new force to enhance the country's soft power
on the other hand, the new media instry itself is an important part of the national economy, or even the pillar or driving force of the national economy, which can directly contribute to the national economy like the material proction sector, so as to enhance the country's "hard power" by improving the economic level. In addition, as an important branch and the latest development of information instry, new media instry can provide a network platform for the national informatization strategy, promote the construction of military informatization and national defense informatization, and enhance the country's "hard power" from the side
(4) the new media instry model is inherently unstable
compared with the traditional media instry, the new media instry shows obvious integration, competitiveness and variability from the beginning of development. Convergence is determined by the background of "media convergence" in which the new media instry is located. The development of the new media instry in turn confirms and reconstructs the connotation of "media convergence"; Competitiveness is one of the basic characteristics of each instrial form, but it is particularly prominent in the new media instry. One of the reasons is that the integrated development of the new media instry makes the upstream and downstream links of the instrial chain continuously infiltrate and integrate, which intensifies the competition and cooperation of each link of the instrial chain; Integration and competition interact, shaping the new media instry to keep pace with the times. At present, this kind of change of new media instry is mostly a kind of benign and positive change, that is, the increasing development with each passing day
the integration, competitiveness and variability of the new media instry make the new media instry model inherently unstable. Only by constantly adjusting and improving the instrial model, can it meet the requirements of the constantly changing new media instrial structure, the integrated instrial chain and value chain, and the internal and external market competition of the new media instry. The inherent instability of the new media instry model is actually a reasonable response for the new media instry chain to seek its own stability. As the new media instry has the characteristics of integration, competitiveness and variability, the new media instry chain is constantly integrating and changing, which leads to the instability of the new media instry chain. The instry chain itself has the inherent requirements and essential attributes of stability. Therefore, it is necessary to find the mechanism that can make all links of the instry chain tend to balance, The only way out is to constantly adjust the instrial model according to the needs
1、 The concept of new media
the new media mentioned at present mainly refers to the network media
then, the question of the subject turns into - what is the cultural significance of the network media
First, let's understand the definition of network culture: < UL >the sum of material wealth and spiritual wealth created by human beings in network culture
network culture is the proct of the development of human social culture to the network age, and also a concentrated embodiment of human life style in the current network society
If we look at the network from the perspective of culture:compared with traditional culture, network culture has not only changed its content, but also transformed its cultural model
It can be seen that one of the characteristics of network culture lies in the virtuality of the way, the equality of the subject relationship, the richness and diversity of the content, the sharing of possession and the centrality of the organization On the other hand, from the perspective of network, we can see culture:< UL >
network culture emphasizes the way of cultural communication formed by technological change, which is a reform of traditional cultural paradigm and a new cultural style is born
Therefore, the second characteristic of network culture lies in the multi-media technology, the timeliness of communication speed, the globalization of communication space and the interaction of communication
Second, the significance of network culture
to understand network culture from different aspects, network culture can be divided into three elements: material culture, spiritual culture and institutional culture. And its significance is also reflected in these three aspects
< UL >
material culture: when the network environment composed of computer, network, virtual reality and other technologies becomes the new material basis of spiritual culture, it will promote the continuous progress of science and technology
< UL >
spiritual culture: openness, equality, cooperation and sharing are not only the distinctive characteristics of Internet technology, but also the outstanding embodiment of Internet spirit. This has greatly enriched the content and form of human spiritual culture and pushed human spiritual wealth to a new height
< UL >
system culture: all kinds of legal norms, policies and systems, organizational methods related to the network will be more and more perfect. When people constantly regulate and shape the development of the Internet in society, it means that the Internet has been inseparable from human life
legal representative: Wang Yuejin
time of establishment: September 17, 2008
registered capital: RMB 99.8571 million
business registration number: 110102011335569
enterprise type: limited liability company (sole proprietorship)
address: room 316, building 4, No.2, Fuxingmenwai street, Xicheng District, Beijing
new media culture refers to the survival and development of new media, which is a development concept.
the powerful momentum of new media breaks through the passive acceptance of traditional media and builds a bridge between audiences. Netizens express their opinions in real time through powerful information communication tools such as BBS, blog, QQ group and microblog, so as to realize the communication and interaction of one-to-one, one-to-one group and one to the public. If some audiences are willing to, It can also actively participate in the provision and dissemination of information, by sending SMS, writing blog (microblog), launching online group chat, etc., to achieve "any time, any place, to anyone" mass communication
it is precisely because of the above advantages and powerful momentum of new media communication that the emergence of new media has rapidly changed the social communication environment, and thus has a huge impact on the politics, economy, culture and life in this environment
first, the impact of new media on the construction of corporate culture:
the challenge of new media to the formation of corporate culture, the arrival of new media era highlights the status and role of new media in the construction of corporate culture
1. The universality of new media communication is the first problem that must be considered in the construction of corporate culture. Every news and news release about the enterprise will be directly monitored by the public. According to the survey, more than 60% of modern people get news and information through the Internet
2. The communication form of "two-way interaction" of new media increases the complexity of corporate culture construction. We know that new media can receive and feed back employees' opinions by means of Internet, multimedia and other technical means, which is bound to affect employees' value judgment in communication and interaction. On the one hand, the principles, policies and measures of enterprises can spread to the employees at an unprecedented speed. But at the same time, a lot of false information and negative information will also be quickly contacted by enterprise employees because of the new media. Due to the "first-hand effect", under the interference of "first-hand" wrong information, once the ideological and political work of the enterprise is "slow and unable to keep up", the employees of the enterprise are easily "trapped by rumors", "disturbed by rumors" and "disturbed by rumors"
3. New media is highly inspiring, which challenges the construction of corporate culture. As a modern media with strong organization and permeability, new media can mobilize the whole society in a short time, and mobilize the participation of most social members, which can be more significantly reflected in some emergencies. Due to the wide range of information sources, information has both positive and healthy contents and negative and reactionary contents. Employees can not only learn about domestic information on the Internet, but also get all kinds of information from other countries in the world. Some western countries use this to infiltrate our ideology, which is easy to cause the ideal transformation and belief decline of employees
4. New media's preference for negative news challenges the construction of corporate culture. Influenced by the cruel market competition and the temptation of external interests and other factors, new media has a lot of misunderstanding in the choice and dissemination of information, focusing on negative news, keen to exaggerate hype, ignoring social responsibility, all kinds of vulgar, vulgar, kitsch phenomenon appear, causing bad moral feelings and general moral anxiety to the public“ Foxconn staff jumping incident "is worth every enterprise pondering
Second, use the advantages of new media to promote the ideological position of financial enterprise culture construction. If we do not occupy it correctly, we may occupy it wrongly. With the development of the times and the progress of the society, the construction of enterprise culture must keep pace with the times in order to continuously improve and promote the operation and management of enterprises. New media has graally become an indispensable part of the life of employees and the forefront of corporate culture guidance
1. Make use of the "two-way interaction" feature of new media to enhance the strength and attraction of corporate culture publicity
effective publicity of corporate culture, enhancing publicity effect, filtering negative and wrong information, highlighting positive and positive information have always been the focus of exploration of enterprise culture construction workers. New media provides a rare opportunity for this. Different from conventional ecation, new media has good visibility, interactivity, inclusiveness and portability. It mainly relies on visual media and electronic books, and carries out human-computer dialogue and interactive communication with digital as the carrier. To enhance the effect of anti-corruption ecation, we must adhere to the conventional ecation, make full use of the characteristics of new media, and expand the ecational means with the characteristics of new media. For example, the corporate culture publicity film will be made into 3gp mobile film, MP4 file, network streaming media and 3D animation, the enterprise characteristics, development process, achievements and awards will be made into e-books and audio books, and the corporate culture forum and blog will be opened up to make the corporate culture sound and color complete, illustrated and spoken freely, and realize heart-to-heart communication, Avoiding simple preaching can effectively enhance the publicity effect of corporate culture construction, and make corporate culture easier to be accepted and understood by employees. CMB's e-newspaper website is a good example. It makes full use of the advantages of new media and integrates the columns of enterprise executives, market information, employees' blogs, typical people, voice of service, etc. it provides a very convenient communication platform for CMB's employees. At the same time, the platform enables CMB's employees to understand CMB's strategic measures, To understand the market information of the same instry is concive to the enhancement of the cohesion of employees
2. Expand the propaganda position of corporate culture by using the "universality" characteristics of new media
one of the important characteristics of new media is the universality of information audience and participants. The latest data from sina.com shows that there are more than 500 million Internet users in China. The large number of new media users is the target group of corporate culture propaganda, which can not be ignored. Enterprises can make use of this propaganda position to let more people recognize the corporate culture and become the propagandists of corporate culture. People can understand all aspects of the enterprise information, express their views, put forward their own suggestions, enrich, perfect and enrich the enterprise culture with the managers, and polish the window to show the enterprise brand and image through the enterprise website, mobile newspaper, microblog and other carriers. At present, the new media platforms used by enterprises mainly include enterprise portal website, enterprise mobile newspaper, enterprise micro blog, enterprise post bar, etc. portal website is the foundation of new media platform, as well as the platform connecting newspapers, magazines, radio, television and other traditional media and new media. It is an important position of enterprise culture construction. For the construction of corporate culture, on the basis of making good use of the readership, reading atmosphere and awareness formed by traditional media, we should build a good network platform. Through the collection and link function of the network platform, we can share the resources of traditional media on the top, extend the function of new media on the bottom, and develop mobile media and enterprise micro blog, so as to attract employees and exchange information, It is a new way to listen to and guide public opinion
3. Make use of the "agitating" characteristics of new media to establish a good corporate social image
when the door of the country is open, external goods are pouring in, the law of market economy is hanging high, and survival of the fittest has become an iron law, more and more enterprises realize that commodity competition has broken through the single level of local competition, and is manifested in corporate culture, marketing strategy, talent and technical strength, service and quality assurance, The competition of enterprise's overall strength in all aspects of public welfare and social responsibility comes down to the competition of enterprise's image. Corporate image is the overflow of corporate spirit, and a good image is an important content to win social trust and expand corporate popularity. A good financial image can widely attract the talents needed, win more customers, constantly expand business, and also stimulate the collective sense of honor and the heart of striving for progress of employees. New media has a strong "Instigation", new media can mobilize the whole social members in a short period of time, and mobilize the participation of most social members, especially in the event of emergencies. Corporate culture builders can seize the opportunity to publicize the core values of the enterprise, expand the popularity and establish a positive corporate culture image when major social or corporate events appear. For example, ring the 26th Universiade in Shenzhen in August 2011, China Merchants Bank, as the only bank designated to participate in the Universiade, made full use of various media to output the core values of the enterprise, further improved its corporate image, and greatly enhanced the cohesion of its employees
4. Make use of new media to increase the publicity and guidance of positive typical figures and events, and weaken the "negative news preference" of new media. It is undeniable that new media have a strong interest in "negative news". The powerful function of new media is just like a double-edged sword. When it actively publicizes the glorious image of the enterprise, it also tears up large pieces of "negative news". Because of this, as a corporate culture builder, we should pay more attention to the publicity of excellent models and role models. The power of example is boundless, despite some of the current social problems The negative ideas corrode people's thinking seriously, but the financial staff team is good on the whole, and there are many heroes, pacesetters and cash models. Deeds and brilliant ideas are precious spiritual wealth, and also the most effective content and way to motivate employees. Therefore, enterprise culture builders should be good at discovering and mining the advanced deeds and characters around them, summarize them in time, report them and publicize them by various new media, and give full play to the typical guiding role, Serving the construction of financial enterprise culture
with the increasingly fierce market competition, the role of corporate culture construction is becoming more and more important. In order to develop rapidly and become bigger and stronger, enterprises must strengthen the construction of corporate culture. Keeping pace with the times and continuous innovation is the soul of enterprise culture construction. We should fully understand, deeply explore and scientifically use the influence and driving force of new media on corporate culture, set up the "stage" of new media and sing the "drama" of cultural construction.
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"Micro Communication" is the source of power for new media to spread traditional culture“ Micro Communication "can be regarded as the source of power of the whole new media communication, and its concept can be divided into broad sense and narrow sense. In a broad sense, "Micro Communication" refers to the way of information communication through the media of post, blog, SMS, MMS, Feixin, QQ, MSN, outdoor display screen and the later micro blog and wechat; The narrow sense of "Micro Communication" specifically refers to the micro blog as the media of information dissemination“ The "micro" of "Micro Communication" is to make every tiny indivial in the society free to make "micro voice". These "micro sounds" can be a paragraph, a picture, an audio or video, or even just an emoticon... They spread out through "micro media" such as mobile phones. People can complete the functions of selection, evaluation and voting through simple "micro actions" such as button operation and mouse click, so as to obtain a "micro experience". This kind of "micro experience" is not only different from the linear communication of traditional media, but also different from the network communication of network media. The speed, density and convenience of this form of communication are far beyond the previous media. The influence of this form of information dissemination has penetrated into every corner of society, especially in the dissemination of traditional culture
when using new media to spread traditional culture, we should pay attention to promoting benefits and avoiding harm. With regard to the rise of new media, many people have a strong sense of worry that the excessive enthusiasm for microblog and wechat will lead to personal isolation from the real society; Worry about the popularity of micro reading, resulting in the lack of deep reading; Worry about the micro film good and bad, pass negative values... In the eyes of the worried, the expression of new media always conveys negative emotions. Optimists live in heaven every day, pessimists live in hell every day, they see the world from a very different perspective. If the spread of negative emotions creates countless pessimists, it will undoubtedly be the biggest worry of new media. As a result, many people began to sing down the new media, such as "the end of microblog", "the end of micro film", "the loss of micro reading" and so on. As a matter of fact, we should take a dialectical view of how to promote profits and eliminate disadvantages. In 2011, Liu Xiaoyu, a college student, spent 200 yuan to shoot a 6-minute "micro video" Paradise lunch, which had 4 million Internet hits in just one month. It can be seen that new media can become the mainstream channel to transmit "positive energy". In order to relieve the crisis of new media, each of us should start from ourselves and actively spread "positive energy". Life is originally trivial, but new media can extract infinite fun from the trivial. When we guide with a positive attitude, new media can transmit infinite "positive energy" and enable people to "live with a smile"
as Dickens said, "this is the best of times and the worst of times." The mature period of new media is far from coming. With the continuous innovation of technology, the use of new media will be growing, and more and more people will have close contact with it. How to meet the indivial freedom at the same time, avoid the negative impact of new media, is still a big test of this era.