Characteristics of new media decentralization
print media, radio, television and other mass media. So of course, the Internet is a new media.
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
portal, e-mail, search engine, virtual community, online games, blog, Wiki, podcast, SMS,
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.
the second important feature is fragmentary. There is a saying called "micro content". Generally speaking, the meaning is similar, not the whole content, but the content piece by piece. But the term "micro content" only describes the characteristics of quantity, not the "quality". Fragment, in my opinion, is a phrase that better expresses the characteristics of new media, because it seems that a lot of content is just piled up piecemeal without effective integration
fragmented content is caused by decentralization. The so-called "subversion" of new media to traditional media refers to this. But in fact, decentralization will not last long. The need of human brain to receive information will lead to the emergence of centralized channels to re integrate information. Search engines are an excellent example
the third feature is personalized. Blog is the most obvious example. WordPress, which provides a blog application, has thousands of templates available on the Internet e to its open code architecture. As a result, every blog is different. If a blogger has the ability of template development, it can also create a template that is only his / her in the world
of course, not all new media have strong personalized color (such as BBS), but there are quite a number of new media forms that give users the tools to show themselves as much as possible. This kind of personalized feature directly interrogates the sentence pattern of "no one on the Internet knows you are a dog". In other words, the focus of the Internet begins to shift from data (information) to people
according to Cheng Lehua, this kind of personalization directly brings about the appearance of complementary self and compensatory self on the Internet
contingency and fragmentation can become the fourth feature of new media: continuous agenda setting
the effect of media agenda setting is supported by empirical evidence, but the media rarely set a continuous agenda: a TV station tracks the content of B radio station, and then C newspaper follows up (in China, this situation is not absent, but it is rare, for example, the report of the 17th National Congress of the Communist Party of China is regarded as a continuous agenda setting). But new media is not. They like to set the agenda continuously, which I call "chain communication". The influence of each node is limited, but the combined power is huge. A typical example is the blog's topic solitaire game: quirks
if the new media still has strong personal characteristics, then self will be substituted. After media personification, the credibility of the media will be increased, and the power of agenda setting will be more penetrating
the last feature, of course, is not the least important: interactivity. However, this feature has been abused, so I don't want to talk about it any more
the only thing to point out here is cross platform interaction. Network media naturally has the function of interaction, but a lot of interaction is completed in the media, such as publishing a comment under an article. But new media provides cross platform interactive technology, such as blog's trackback and Pingback function. But so far, at least in China, cross platform interaction has not become a large-scale trend.
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.
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.
The types of new media mainly include portal website, search engine, e-mail, virtual community, online game, blog, podcast, Wiki, SMS, IPTV, mobile TV, digital TV, mobile newspaper, online magazine, etc
the characteristic of communication is that the speed of communication is faster than that of old media, and the communication activities can be carried out at the same time of the event. The client is diversified, such as computers, mobile phones, SMS and so on
"receive" is not "receive". In the new media environment, this mode of communication has been changed. In the early days, mass media such as radio, television and newspaper were the main means of communication before the emergence of the Internet. In this mode, the "communicator" was the first link of the whole communication chain and was in the first central position. He decided that the communication activities were four major links, while the audience's acceptance of information was in a passive position. In the new media environment, the early mode of information dissemination has been completely broken“ The boundary between "communicator" and "audience" is blurred, and the media center is lost“ "Decentralization" has become a major feature of today's information dissemination. All people can carry out the dissemination, and every indivial becomes the center of information dissemination. Each indivial can fully mobilize their enthusiasm and play their own energy
this era will no longer rely on the strong coverage of a certain kind of media to "command the world" and "be egotistical". The rise of new media is replaced by the expression of indivial and personality, and everyone has the right to speak. In the new media environment, "audience" is no longer a passive and simple "audience". The author tends to change the name of "audience" to "user"
with the development of new media, the audience becomes the user, and every ordinary person can release information at will. Everyone has a "microphone" in his hand, and the status of communication and acceptance is equal. The interaction is strengthened. Compared with traditional media; The characteristics of new media are obvious, such as immediacy, interactivity, development, personalization, accuracy, massive information, low-cost boundless communication, convenient search and so on. Among them, the digitization of information processing technology and the interaction of communication mode are its most essential characteristics
Dan Gilmer put forward the concept of "news media 3.0", and the relationship between audience and media has experienced from 0 to 3.0. There is no interaction in the 0 era, the form of communication is single, the media is the center, it determines the audience's choice of information. In 2.0 era, the concept of media center began to fade, the interaction between the audience and the media began, the audience's voice appeared more and more in the media, and the media began to pay attention to such voice, and adjust the transmission of information at any time according to the audience's opinions. In today's 3.0 era, the boundary between the communicator and the audience is fuzzy, and the media is just a platform for gathering the audience's attention and needs. The release of information is no longer limited to the original privileged class. Everyone can release information, participate in any news event and influence the process of the event. The initiative and interactivity of the audience is a distinctive feature in the new media environment
(Reference: caishi.com)