Micro media decentralization
print media, radio, television and other mass media. So of course, the Internet is a new media.
first of all, traditional media are generally represented by newspapers, magazines, TV and radio. In this era, editors, writers, journalists and other professionals are generally responsible for the proction of content. The general public can only passively accept the information they give us, and it is difficult to proce two-way interaction. Basically, the right to speak is firmly in their hands
in the new media era, the most prominent feature is "decentralization", and each of us can become a content communicator. We can use microblog, circle of friends, Zhihu, Douban and so on to convey our views and ideas. If you think it's good, you can also praise or comment on the author and forward it to others. The line between the author and the reader began to blur
we media is actually a form of "decentralized" communication.
different from the old media such as newspapers, magazines and TV, it is called new media, and its essence is media
new media use the Internet to spread the web, mobile phone app, official account, Internet TV and so on, or digital media.
When we understand what new media is, we should generally consider "new media" from the perspectives of time, technology and society:
< UL >time: the more recent media can be called "new" media. Network is a new media relative to TV, and TV is a new media relative to newspaper
Technology: the media with lower price, wider spread and more common application of innovative technology can be regarded as new media
Society: the most important reason why new media is new is the innovation of social function. That's what you may often hear about "decentralization.". Everyone can be a procer and a communicator
overview
the mission of media is to transmit information, and its value lies in its influence. This kind of influence can be used for business, guiding a certain trend or making the market pay attention to a certain proct; It can be used in politics; It can also be used to create public opinion... When the media becomes a channel of communication to achieve a certain purpose, this kind of transmitted information is called advertising: This is a legitimate way of income for the media, and the others are heretical - let alone the niche media that uses closed information to collect information fees. In this case, the difference between the media lies in the size and audience
what is micro media? In the era of Web 2.0, we have noticed that many people have begun to call blogs media. In fact, this is not accurate. We should regard the information communication network composed of many tiny blogs as a kind of media, and the scale of this media has reached a level that we can not ignore; And more importantly, this is different from all traditional media. I call this kind of network communication structure composed of many independent publishing points micro media. Please note that this word always refers to the network structure composed of a large number of indivials. It is meaningless to only understand indivials. In theory, there should be a mathematical model to calculate the lower bound of the number
traditionally, we refer to Sina and Sohu as media, which are operated by large enterprises; Compared with portal websites, personal websites are a kind of micro media. Blog is a good example of micro media. I believe there will be more colorful forms of micro media in the future
four characteristics of micro media
1. Value added
only when there is the participation of the source of information, can a valuable micro media network be generated. The source of information refers to any release that proces value-added information. Writing an article is the source of information. Making a valuable modification to the information or publishing a comment is also the source of information. As long as there is new added information, that is, information value-added, there may be interested audiences. Publishers are not required to have a press card and use formal style and writing and publishing methods
2. Difference
this difference refers to the difference between micro media and traditional media as a whole: because they are all content published by small indivials, the style, orientation and content will be different and easy to understand. On the contrary, a large number of reprinted, plagiarized, similar and junk information are likely to appear. However, e to the existence of the fourth feature, this does not affect the communication efficiency of the whole micro media network. In addition, this difference is also different from the maverick "personalization" for a simple reason: just like a small group magazine, no matter how wonderful it is, its circulation will be so large. Here we only discuss the issue of mass media
this difference gives readers another choice, when they are bored or don't want to watch the mainstream media, there is a substitute
3. Communicability
this kind of communication refers to spontaneous communication rather than through such publishing channels as newspaper kiosks, so it needs two conditions: information source is open to information; There is no right barrier on the delivery path. Interested indivials spontaneously become nodes on the propagation path and propagate exponentially; Plus the channel is completely free, how can these two points not make all advertisers crazy
4. Selectivity
from being concerned to being talked about, to being spread, this is an inevitable model, where the survival of the fittest is naturally formed. In fact, even if there is no Digg, a post will still be selected and sorted according to the implicit rules. We will tell our friends good articles, publish comments and reprint them... Yes, we have garbage and spam, which make the nodes on a certain path very unhappy, but it will not have a fatal impact on the whole network, because the network structure is adaptive< There are four functions: reading, writing, management and publishing. Therefore, it is recombined and extended
service mode
indivial hosting service: integrating the above four functions is the foundation of the whole micro media network. For example, blogs are competent
customized reading: to solve the problem of advanced readers, but how can we customize RSS? I can't even talk about the content classification in RSS< Re Publishing: Publishing to blog template, publishing to e-magazine, printing and publishing, etc
communication channels: RSS related services are all channels. In the short term, I still have a good imagination, but in the long run, I think it should be replaced by a large platform
aggregation service: organize the micro content in the network to provide reading or other processing in a unified place
profit model
it has been said at the beginning that the right way of media is advertising, but it is not too much if the hosting service provider asks you to write on your mobile phone and charge for it, or pay for more space; In the long run, the profit should come from several aspects:
Advertising: since the micro content is spread, and the micro content only faces one indivial at every moment, it is obvious that advertising can be targeted - but I don't know whether artificial intelligence technology can support it
cost of signal transmission: for example, wireless revenue does not charge for its own information (except for the information of transmission charging service), nor does it charge for the transmission of information itself, but the physical process of transmitting information requires cost, so it is charged
value added service fees: the above services all need costs, so there is the possibility of charging. Of course, there is excessive competition in the instry, except that everyone is free to compete for users (this is not a healthy instry form)
no? Yes, no, if you want to find an instry with 10000 ways and possibilities to make money, ask God for it. Other heresies are doomed not to last long, because they deviate from the role of the media, and only the role of the media is the only role of the micro media network that can be stable for a long time
it is noted that the latter two methods are not essential revenue, just because the cost of implementation is "the cost that users can understand and understand", so it is possible and necessary to charge. So if we want to be a century old store, we still need to innovate in the advertising mode, such as Google selling keywords. We need more good ideas of this kind
legal, moral and social issues
publishers are responsible for information
recently, there have been blogger defendants. The problem is how to deal with it if they speak and harm others' interests. In the real world, they must be held responsible, because there are such charges as slander and slander; But in the micro media, it goes against the spirit of encouraging people to express their personal opinions - there is no need to quarrel with each other; And if the carrier of micro media is the Internet, it may not even know who said it
especially in the case of network interconnection between countries, if someone claims that country a declared war on country B on April Fool's day on a blog, and this news has been whitewashed to be quite true in many reprints and modifications, which leads to the fact that country B really launched war on country a, does anyone need to be responsible for this? How to be responsible
in addition, the division of responsibilities between the service provider and the information publisher is also a problem, because the service provider is likely to spread messages automatically without manual intervention, and it can not be well identified and filtered e to technical reasons. Is it wrong
conclusion
so much has been said. In fact, at present, micro media is almost equivalent to blog, because apart from blog, we don't have a larger network of indivial publishers, but I believe that there will be more advanced and richer forms soon, maybe just an upgraded version of blog. However, in any case, there should be several seats in the future mainstream media.
1. Value added
only when the source of information is involved can the valuable micro media network be generated, and the information source refers to any release that proces value-added information. Writing an article is the source of information. Making a valuable modification to the information or publishing a comment is also the source of information. As long as there is new added information, that is, information value-added, there may be interested audiences. Publishers are not required to have a press card and use formal style and writing and publishing methods
2. Difference
this difference refers to the difference between micro media and traditional media as a whole: because they are all content published by small indivials, the style, orientation and content will be different and easy to understand. On the contrary, a large number of reprinted, plagiarized, similar and junk information are likely to appear. However, e to the existence of the fourth feature, this does not affect the communication efficiency of the whole micro media network. In addition, this difference is also different from the maverick "personalization" for a simple reason: just like a small group magazine, no matter how wonderful it is, its circulation will be so large. Here we only discuss the issue of mass media
this difference gives readers another choice, when they are bored or don't want to watch the mainstream media, there is a substitute
3. Communicability
this kind of communication refers to spontaneous communication rather than through such publishing channels as newspaper kiosks, so it needs two conditions: information source is open to information; There is no right barrier on the delivery path. Interested indivials spontaneously become nodes on the propagation path and propagate exponentially; Plus the channel is completely free, how can these two points not make all advertisers crazy
4. Selectivity
from being concerned to being talked about, to being spread, this is an inevitable model, where the survival of the fittest is naturally formed. In fact, even if there is no Digg, a post will still be selected and sorted according to the implicit rules. We will tell our friends good articles, publish comments and reprint them... Yes, we have garbage and spam, which make the nodes on a certain path very unhappy, but it will not have a fatal impact on the whole network, because the network structure is adaptive
there are four functions: reading, writing, management and publishing. Therefore, it is recombined and extended
service mode indivial hosting service: integrating the above four functions is the foundation of the whole micro media network. For example, blogs are competent
customized reading: to solve the problem of advanced readers, but how can we customize RSS? I can't even talk about the content classification in RSS< Re Publishing: Publishing to blog template, publishing to e-magazine, printing and publishing, etc
communication channels: RSS related services are all channels. In the short term, I still have a good imagination, but in the long run, I think it should be replaced by a large platform
aggregation service: organize the micro content in the network to provide reading or other processing in a unified place
at the beginning of the profit model, it has been said that advertising is the right way for the media, but it is not too much if the hosting service provider lets you write on your mobile phone and charge for it, or pay for more space; In the long run, the profit should come from several aspects:
Advertising: since the micro content is spread, and the micro content only faces one indivial at every moment, it is obvious that advertising can be targeted - but I don't know whether artificial intelligence technology can support it
cost of signal transmission: for example, wireless revenue does not charge for its own information (except for the information of transmission charging service), nor does it charge for the transmission of information itself, but the physical process of transmitting information requires cost, so it is charged
value added service fees: the above services all need costs, so there is the possibility of charging. Of course, there is excessive competition in the instry, except that everyone is free to compete for users (this is not a healthy instry form)
no? Yes, no, if you want to find an instry with 10000 ways and possibilities to make money, ask God for it. Other heresies are doomed not to last long, because they deviate from the role of the media, and only the role of the media is the only role of the micro media network that can be stable for a long time
it is noted that the latter two methods are not essential revenue, just because the cost of implementation is "the cost that users can understand and understand", so it is possible and necessary to charge. So if we want to be a century old store, we still need to innovate in the advertising mode, such as Google selling keywords. We need more good ideas of this kind
legal, moral and social issues publishers are responsible for information
recently, there have been bloggers accused. The problem is how to deal with it if they speak and harm others' interests. In the real world, they must be held responsible, because there are such charges as slander and slander; But in the micro media, it goes against the spirit of encouraging people to express their personal opinions - there is no need to quarrel with each other; And if the carrier of micro media is the Internet, it may not even know who said it
especially in the case of network interconnection between countries, if someone claims that country a declared war on country B on April Fool's day on a blog, and this news has been whitewashed to be quite true in many reprints and modifications, which leads to the fact that country B really launched war on country a, does anyone need to be responsible for this? How to be responsible
in addition, the division of responsibilities between the service provider and the information publisher is also a problem, because the service provider is likely to spread messages automatically without manual intervention, and it can not be well identified and filtered e to technical reasons. Is it wrong
conclusion
so much has been said. In fact, at present, micro media is almost equivalent to blog, because apart from blog, we don't have a larger network of indivial publishers, but I believe that there will be more advanced and richer forms soon, maybe just an upgraded version of blog. However, in any case, there should be several seats in the future mainstream media
mobile TV, Internet TV, digital TV, mobile newspaper, online magazine, etc
some of them belong to new media forms, some belong to new media software, new media hardware and new media service methods
What are the characteristics of communication
1. Full time communication. The timeliness of information dissemination has four development stages: timing, instant, real-time and full-time. Full time dissemination means that information can be released at any time
2. Global communication. With less and less regional and spatial restrictions, only equipment and transmission signals are needed to release information
3. Communication is no longer a matter for institutions and media units. Every citizen can participate in it. Anyone can be a reporter or editor
4. Full speed propagation. The communication speed is faster than that of the old media, so the communication activities can be carried out at the same time of the event
5. All media communication. The dissemination of information is not only words or pictures, but also audio, video and other tactile channels
6. Omni channel communication. Client diversification, such as computers, mobile phones, SMS can be information release
7. Full interactive communication. All users have the opportunity to participate in a series of activities such as news clue collection, interview and distribution, and can post comments afterwards
8. Decentralized communication. There is no such situation as "front page headlines". Different audiences can choose a lot of topics for discussion. On the other hand, it also shows that new media makes news diversified
9. Information dissemination is no longer a relatively fixed mode of using words, different news publishers can use their own language habits to spread
10. Self purification propagation. Although in the dissemination process of new media, the area of negative information dissemination is four times of positive information, but the general grapevine will have relevant personnel to clarify, so the misunderstanding can be effectively contained.