Media

Basicconcepts

Definitionofconcepts

Inthetraditionalsense,communicationmediaarefourmajorcategories:newspapers,magazines,television,andradio;accordingtothenatureofthemedia,theycanbeDividedintopapermedia,electronicmediaandfifthmedia.Amongthem,thepapermediaisdividedintoletters,books,newspapers,magazines,advertisingalbums,etc.,andelectronicmediacanbedividedintotelevision,radio,network,anddigitalproducts;thefifthmediaisdividedintomobilephones,PHS,wirelessnetworks,andportablenetworks.

Definingthedifference

1.Themediaisdifferentfromthecommunicationsymbol

Asymbolisasymbolthatreferstoorrepresentsotherthings,anditisitselfinformationalThecarrieristhecomponentthatdisseminatesthecontent.Themediumisthecarrierofsymbols.Itdoesnotrefertootherthings,nordoesitdirectlyconstitutethecontentofcommunication.Asacodeormeans,symbolsreflecttheprocessofpeople'sunderstandingofthingsandthelogicalcharacteristicsofinformationexpression,sotheyoftenhavethecharacteristicsofabstraction,order,thinkingandconsciousness.Asamaterialentity,themediumreflectsthecharacteristicsandappearanceofmatterandenergy,suchashardstele,thinandsoftpaper,ruggedbigspeakers,exquisiteTV...Theyallhaveashape,weight,size,andmobility.,Canbepreserved,canbedestroyed.Therelationshipbetweeninformationandsymbols,andbetweensymbolsandmediaisliketherelationshipbetweenhairandskin.Withoutskin,howcanMaobeattached?

2.Themediaisdifferentfromtheformofcommunication

Theformofcommunicationreferstothespecificmethodusedbythecommunicatortoaffecttheaudiencewhencarryingoutthecommunicationactivities.Suchasoralcommunication,letterdissemination,imagedisseminationandcomprehensivedissemination.Inpoliticalcommunication,inthepast,peopleoftenusedliteraryandartisticforms,musicforms,memoryofbitterthoughts,andvisits.Intheformofwrittendissemination,peoplecanusebooks,newspapers,magazines,leaflets,brochuresandothermediatodisseminateinformation.Oneformofcommunicationcanusedifferentmedia,andonemediumcanalsoservedifferentforms.Theformofcommunicationonlyshowsthestate,methodandstructureofthecommunicationactivity,whilethemediashowstheactualmaterialentity.

3.Themediaisdifferentfromthechannelsofcommunication.

TheEnglishterm"Channel"referstowaterways,waterways,pathways,passages,pathways,channels,etc.initsoriginalmeaning.Incommunication,itreferstothevariouschannelsthroughwhichbothpartiescommunicateandexchangeinformationduringthecommunicationprocess,suchasinterpersonalcommunicationchannels,organizationalcommunicationchannels,andmasscommunicationchannels.Differentcommunicationchannelsneedtobecoordinatedwithdifferentcommunicationmedia,anddifferentcommunicationmediafinalizedifferentcommunicationchannels.Forexample,theinterpersonalcommunicationchannelistheface-to-facecommunicationbetweenpeople,whichdeterminesthatonlyhumanorganmedia(suchasthetransmittingmedia-mouth,receivingmedia-ears)andairmediacanbeused.However,onceinformationisdisseminatedthroughradioandtelevision,itbecomesamasscommunicationchannelagain.Interpersonalcommunicationmediacanentervariouscommunicationchannelsatwillandusetheminconjunctionwithspecificmediainbetween,withoutchangingitschannelform,butmasscommunicationmediaiscompletelydifferent.Itcanbeseenthatthecommunicationmediumisnotequaltothecommunicationchannel.

4.Mediaisdifferentfrommedia

Mediaisamaterialentity,atoolusedtospreadinformation,andmediaisamediaorganization,whichreferstopossession,Organizationsthatuseandoperatethemedia.

Theprofessionalismandprofessionalethicsthatthemediashouldhave

• Themediashouldpayattentiontoitseducationalinfluenceonvariousgroupsinsociety,andnotjustforchildren.

• Tofollowthelatestchangesintheactualsituation,updatethedisseminatedcontentorindicatethedateandtimeoftherecordatthattime.

• Don’tmislead,deceive,concealtherecipientorexaggerate,degrade,ordistortthefacts,sothatsocietyhasanegativeeffect,orsomegroupsandindividualsarenotinlinewiththefacts.Prejudiceandmisunderstanding;however,ifitisnotconcealed,itwillhavenegativesocialeffects.

• Donotdeliberatelycollectsomesimilareventswithnochangeinfrequency,whicharedifferentfromthesuddenandfrequentintensivetransmissioninthepast,withoutexplainingtheoccurrenceprobability,attributeratioanddurationoftheseevents,Timeandregionofoccurrence,thusmisleadingtherecipientabouttherelevanceandprobabilityofoccurrenceoftheseevents,region,time,andotherthings.

• Don’tstatetheemotions,mentality,motivations,opinions,andopinionsofothersfromyourobservations,speculations,rhetoricTones,attitudes,wordsanddeeds,expressions,feelings,etc.andpersonalopinions,letalonestatetheminthenameofothers.

Basictypes

Timesequence

Accordingtotheorderofappearanceofthemedia,itcanbedividedintoearlysignmedia,languagemedia,Writingmedia,printmedia,electronicmediaandnetworkmedia.

Communicationtarget

Fromthepointofviewofcommunicationtarget,itcanbedividedintopersonalcommunicationmediaandmasscommunicationmedia.

Effectofthesenseorgans

Accordingtothedifferentsenseorgansofthepersonactingonthemedia,itcanbedividedintoauditorymedia,visualmediaandaudiovisualmedia.

Hart'spointofview

TheAmericancommunicationscientistHartbelievesthatmediacanalsobedividedintomanifestedmediasystems,recurringmediasystems,andmachinemediasystems.

ModeofTransmission

Accordingtothemodeofmediatransmission,itisdividedintodirectmediaandindirectmedia.

Purposeofdissemination

Accordingtothepurposeofthemediafordissemination,itisdividedintopublicwelfaremediaandfor-profitmedia.

Mediacharacteristics

Substantiality

Inmasscommunication,media(suchasnewspapers,books,televisions,etc.)areallentitiesusedforcommunication.Concrete,real,andtangiblematerialexistence.

Intermediary

Themediumresidesbetweenthecommunicatorandtherecipient,enablingbothpartiestoexchangeinformationandestablishcontactthroughit.

Loadability

Theloadsymbolisnotonlyacharacteristicofthemedia,butalsoaprerequisiteforitsexistenceandamissionthatmustbecompleted.

Reducibility

Asanintermediarycommunicationmedium,theoriginalsound,originalshape,andoriginalshapeoftheloadedsymbolsshouldbemaintainedduringthetransmissionprocess,andthesymbolsshouldnotbedistorted,deformedorgrafted..

Expandability

Themediacannotonlycreatearelationshipbetweentherecipientandtherecipient,butalsoexpandaperson’sthoughts,feelings,andexperiencetobesharedbymanypeople.

Developmenthistory

Earlysymbolicmedia→manualmedia→printedmedia→electronicmedia→newmedia

Throughoutthedevelopmenthistoryofhumancommunication,newcommunicationThebirthofthemediumwillalwayshaveanimpactontheoriginalmedium.Buteverytimeanewmediumappears,itdoesnottakethereplacementoftheoldmediumastheprerequisiteandcondition.Thenewmediumjustforcestheoldmediumtoreformitselfandfindamoresuitablewayofexpressioninordertosurvivethefiercemediacompetition.Theirrelationshipisnotmutuallyexclusive.Eachmassmediaisalwaysdevelopingitsstrengthsandavoidingweaknesses,coordinatingwitheachother,andatthesametimeabsorbinganddrawingontheadvantagesofothermedia.Nowadays,therapiddevelopmentofinformationtechnologyisfurthermergingandreorganizingtheoldandnewmediaintheconfrontation,constantlychangingthepatternofhumancommunication.

Understandingthemedia

Significance

1.Graspthecharacteristicsandlawsofthemedia,andfullyunderstandthematerialmeansofourcommunicationactivities.

2.Followthebasiclawsofthecommunicationmediaandcontinuouslyimprovethecommunicationwork.

3.Recognizethedevelopmentdirectionofthemediaandfollowthetrendofprogress.

Principles

TheeightprinciplesofSchram’sunderstandingofmedia:

1.Thesensestheystimulate,thatis,thechannelsprovidedbythemediaforthepassageofsignsareAuditory,visualorother.

2.Opportunitiesforfeedback

3.Speed​​control,thatis,thecontrollabilityoftransmission.Face-to-facecommunicationisakindofcontrolcarriedoutbybothparties.RadioandtelevisionrarelygiveaudiencesTherighttocontrolthespeedofdissemination,printedreadingscanbecontrolledbythereadersthemselves.

4.Messagecode

5.Thepowerofproliferation

6.Thepowerofpreservinginformation

7.Thepowerofovercomingrejection.Theso-calledabandonmentmeansthattheaudiencegivesupacceptingcertaincommunicationcontent.

8.Thepowertomeetspecialneeds.

Perspective

1.Meansofmediacommunication

Theproblemofmeansofcommunicationmediaisthestartingpointforunderstandingthecharacteristicsofmedia,anditisalsothefundamentalpointfordistinguishingvariousmedia.Itispreciselybecauseofthedifferentsymbolsandcombinationrulesusedbyeachmediumthatdeterminetheformofthemediumanditspropagationlaw.Atthesametime,themediausesdifferentsymbolsandmeansofcommunication,leadingtodifferencesinmediaintermsoftimeandspace.

2.Timelinessofmedia

Generallyspeaking,mediawithstrongtimelinessmainlydisseminatebasicinformation,whilemediawithlesstimelinesssuchasnewspapersandmagazinesaregoodatreportingThedetailsofthenewsfactsandthedepthofthenews.

3.Persistenceofthemedium

Persistenceofthemediumreferstothelengthoftimeitsavesinformation,andthecharacteristicsofthepossibilityofprovidinginformationtotheaudience.PersistenceandTimelinessisinverselyproportional.Mediawithstrongpersistencecanberepeatedlyandrepeatedlycontactedbytheaudience,soitissuitableforreportingnewsbackgroundsforin-depthanalysisandcommentary;whilemediawithweakpersistencecanbeusedtodeliverinformationintimeandmainlyassumethefunctionofnotification.

4.Thedegreeofaudienceparticipationinthemedia

Ontheonehand,itreferstothepossibilityoftheaudienceenteringthemediaprocess,andontheotherhand,itreferstotheextenttowhichitmobilizesitsownimaginationwhenacceptingthedisseminatedcontent.

BasicConcepts

Masscommunicationmediahavetheirownstrengthsandweaknesses.Anewtypeofmediawillnotreplacethetraditionalmedia,butwillbeachievedinacompetitiveenvironment.Somekindofbalanceandevenfusion.

Mediafunction

Themediamainlyhasthefollowing5functions:

• Monitoringthegovernment

• Expresspublicopinion

• Transmitinformation

• Provideentertainment

• Inheritanceofculture

Negativefunction:

• Anaesthesia

• Mimicenvironment

• Stereotype

Mediacharacteristics

Newspaper

Advantages:

1.Advantagesofnewspapersineditors

(1)Thenewspapersarelargeinsizeandwideinlength,allowingadvertiserstomakefullchoicesandusethem.

(2)Thespecialnewsofnewspaperscanincreasethecredibilityofnewspaperadvertisements.

(3)Thelayoutofthenewspaperisflexible,whichmakesiteasiertochangetheadvertisingmanuscript.

2.Advantagesofnewspapercontent

(1)Newspapersarestronginnewsandcredibility.

(2)Newspapersarehighlyauthoritative.

(3)Newspapershavepreservationvalue.

3.Advantagesofnewspapersinprinting

(1)Newspaperscanbebothpicturesandtexts.

(2)Theprintingcostislower.

4.Advantagesofnewspapersindistribution

(1)Newspapershaveawidedistributionandcoverage.Inourcountry,newspapershavealwaysbeenthemainformofmedia.Thecirculationislarge,thedisseminationiswide,andthereadersarenumerous,coveringallclassesofsociety.

(2)Thedistributiontargetofthenewspaperisclearandselective.Thedistributionareaandrecipientsofthenewspaperareclear,andthedistributiondensityisrelativelyhigh.

(3)Newspaper’sinformationdisseminationisrapidandtimely.Inourcountry,newspapersareavailableintheformoften-daynewspapers,weeklynewspapers,dailynewspapers,eveningnewspapers,andmorningnewspapers.Thehighfrequencyofpublicationofnewspapersandthecharacteristicsofregularpublicationmaketheinformationtransmissionaccurateandtimely.

Disadvantages:

1.Newspapershaveawiderangeofeditorialcontent,whichcaneasilycausereaderstobedistractedfromadvertisements.Inaddition,duetolayoutrestrictions,advertisementsonthesamepageareoftencrowded,whichwillalsoaffectreaders'reading.

2.Newspapersaredifficulttoadjustintermsofcontent.

Newspapersarenotdistributedandsoldaccordingtoaperson’soccupationandeducationlevel.Therefore,theroleofnewspapersisforpeopleofdifferentages,genders,occupations,andeducationlevels.It'snotallthesame.

3.Newspapersarerelativelyroughinprintingandhavepoorcolorperception

Inmycountry,newspapersaremostlyprintedinblackandwhite,andcolorprintingisnotyetpopular.Limitedbytheprintinglevel,thequalityoftextandpicturesisrough,andthecolorofpicturesisrelativelymonotonous.

4.Newspapershaveashortlifespanandlowutilizationrate.

Duetothefrequentpublicationofnewspapers,thetimelinessofeachnewspaperisveryshort.Undernormalcircumstances,manyreadersdiscarditafterreadingit.

Magazine

Advantages

1.Thetargetofthemagazineisclear,andthepertinenceisstrong.

Magazinesaregenerallypromotedandpublishedforacertainprofessionandacertainreadergroup,andtheircontentisdifferentfromnewspapers,television,andradioasall-encompassing.

2.Theeditorofthemagazineisfine,theprintingisexquisite,andthepicturesandtextsarealsoabundant.

Theeditorofthemagazineadvertisementrarelydividestheareairregularly,andstrivestobeneatandunified,andtheeditorismoresophisticatedthanthenewspaper.

3.Magazineshavealongusefullifeandalongshelflife.

Amongthefourmajormedia,magazineadvertisementshavethelongestlifespan.

4.Magazinereadersarerelativelyfixedandeasytoacceptmagazinepropaganda

Themagazinehasaclearandstablereadergroup.Generallyspeaking,itsreadershaveahigherculturallevelandhaveamorelastinginterestinmagazines.

Disadvantages

1.Magazineshavealongcycleandpoorflexibility.

Thepublicationcycleofmagazinesrangesfromsevenoreightdaystoasmanyassixmonthsayear,anditiseasytolosemanyofthebestopportunitiesforadvertising;

2.Magazinesarehighlyprofessionalandnarrowindissemination.

Exceptforafewmagazineswithmorethanonemillioncopies,mostmagazineshaveasmallcirculation,andtheirinfluenceisnotasgoodasthatofnewspapers,radio,andtelevision.

3.Magazineproductionismorecomplicated

Magazineadvertisementsaremostlyprintedincolor,andthecostofplatemakingandcoloradditionarehigherthannewspapers.Atthesametime,magazineadvertisementsarepublishedonthefrontcover,backcover,andbackcover.Thesecondandthirdfrontcoverwillhaveasignificanteffect.

Broadcasting

Advantages

1.Broadcastinginformationdisseminatesrapidlyandhasstrongtimeliness

Amongthefourmajormedia,broadcastingisthemostrapidandtimelymedium.

2.Thebroadcastinformationhasawideaudienceandcoverage.

Becausethebroadcastisnotlimitedbytimeandspace,youcanlistentoitaslongasyouhavearadio.

3.Broadcastinginformationisconvenientandflexible,andbothsoundandemotional

Broadcastinformationisconvenientandflexible,anditcanusethecharacteristicsoflanguagetoattractlisteners.

4.Broadcastproductionissimpleandinexpensive

Radioadvertisementsarealsoeasytoproduceandcostlessfromwritingtobroadcasting.Amongvariousadvertisingmedia,broadcastadvertisementshavethelowestchargesandarethemosteconomical.

Disadvantages

1.Forproductsthatneedtoexpressanexternalimage,thebroadcastingmediumisdifficulttoadapt

Becausebroadcastingisintangibleafterall,theaudiencecannotseetheappearance,colorandinternalstructureoftheproduct,anditisdifficulttocausepeopletohaveavisualimpressionoftheproduct.

2.Broadcastinginformationisfleeting,noteasytostore

Broadcastadvertisementsspreadpromptlyandquickly,buttheyarefleeting.Especiallywhentheaudienceisnotmentallypreparedforthecontentoftheadvertisement,itisdifficulttorememberthecontentoftheadvertisement.

3.Broadcastingblindnessislarge,andselectivityispoor.

InsomecommunicationandadvertisingworksinWesterncountries,printmediasuchasnewspapersandmagazinesarecalled"selectivemedia",andelectronicmediasuchasbroadcasting,Televisioniscalledan"intrusivemedium."Theyaresocalledbecauseoftheprintmediasuchasnewspapersandmagazines.Oncereadersgetit,theywilltrytheirbesttoreadtheprogramsandcontenttheyareinterestedin.

TV

Advantages

1.TVintegratescharacters,sound,image,andcolor,andisveryappealing.

TVisanaudio-visualmediumthatintegratestext,sound,image,color,anddynamics.Itnotonlyhasthevisualeffectsofnewspapersandmagazines,butalsohastheauditoryfunctionofbroadcasting.Italsohastheintuitiveimageanddynamicfeelingthatnewspapers,magazinesandbroadcastinghavenothad.

2.TVmediacoverageiswide,andthepubliccontactrateishigh

Inmycountry,withthedevelopmentofmoderntechnology,atelevisioncommunicationnetworkhasbeenformed,andthecoverageoftelevisionstationsisextremelywide,andtheviewershiprateisalsoveryhigh.

3.Televisionmediainformationishighlyentertainingandeasytobeacceptedbytheaudience

Amongthefourmajormedia,televisionmediaisthemostentertaining.Televisionhasbecomeanindispensableentertainmenttoolinthefamilyinourcountry.

Disadvantages

1.TVmediainformationisfleetingandnoteasytorecord.

Asaspecialradiowavemedium,TVmediahasthelimitationthatradiowavemediaisfleetinganddifficulttostore.Whentheaudienceisnotattentivelywatchingcommercials,TVThislimitationisveryobvious.

2.Thecostoftelevisionmediaisexpensiveandtheproductioncostishigh.

Theso-calledhighcostmeansthattheproductioncostofTVcommercialitselfishighandthecycleislong;theotheristhatthecostofrentingthismediumishigh.

Network

Thenetworkisaboomingindustrywhetheritisabroadorathome.TheInternet,whichhasbeenhailedasthefourthmediaafternewspapers,radio,andtelevision,hasbroughtinformationtransmissiontoawholenewlevelwithitsfastandefficientadvantages.Atthesametime,itcreatesunprecedentedbusinessopportunitiesforenterprises.Majorcompaniesneedtoadvertisetheirproductstoconsumerssothatconsumerscanrecognizeandbuythem.Advertisingisplayingamoreimportantroleinbuildingbrandawarenessandinfluencingconsumerstomakepurchasedecisions.ThematurityanddevelopmentoftheInternethaveprovidedapowerfulcarrierforadvertisingwithglobalinfluence.Ittranscendsthelimitationsofregions,boundaries,andtimeandspace,andglobalizesthebrandcommunicationofcommodities.

Thenetworkhasfourmajorcharacteristics:interactivity,persistence,diversityanddensity.

Interactivityofnetizens:suchasparticipatinginonlineactivities,awards,solicitingspeeches,etc.,TVnewspaperscannotbedirectlysynchronized;Persistence:Comparedwithtraditionalmedia,thenetworkexpresseshumanitiesmoredirectly,soOnlythenwilltherebesocialphenomenasuchasonlinedatingandonlinemarriage.

NetizenshaveinertiatowardstheInternet.Oncetheyidentifyagroupofpeople,theywillsticktotheInternetforalongtime.Unliketraditionalmedia,anygoodcontentmayattractagroupofpeople.Advertisementsalsogenerateacertaindegreeofstickiness;diversifiedforms:onlineadvertisementscantakebannerads,giantadsinsize,andcanalsouseanimation,flash,andgamesintermsoftechnology.Inform,theycanbelistenedto,watched,andtriedonline.,Surveys,etc.,cangathertheessenceofvarioustraditionalmedia,buttraditionalmediacannotcommunicatewitheachother;thedensityofinformation:thisisthefirstroleandmeaningoftheInternetrecognizedbythepublic,fromYahoointheUnitedStatestoSinainChina,allprovidetimelyandcomprehensiveTheinformationgetsthelargestgroupofnetizens.Onlinemarketingtendstobecomemoremainstreammedia.E-commercehasbeenexpandingallthewaytoabsorbmoreandawiderrangeofproducts,anditwillalsoprovidemorechoicesforlargemanufacturerswhoinvestmoreinonlineadvertising.

DMandIDM

DMistheabbreviationofDIRECTMAILorDIRECTMAILINGinthefulltext,andisgenerallytranslatedas"directmail"inourcountry.Itreferstoatypeofmediuminwhichadvertisementsdirectlydeliveradvertisementletterstothetargetpublic.Inthe1950s,DMdevelopedintoavarietyofrelatedcomprehensivedirectsalesformsincludingtelemarketing,faxmarketing,directdeliveryofprintedmatter,anddeliveryofpublicgifts,namely"integratedmarketing"(1NTEGRATEDDIRECTMARKETING)forshort"IDM".

IDMisacombinationofavarietyofsingledirectmarketingmedia,complementingeachother,andexertingtheiroverallsynergy.IfDMisjustaflat-likedirectdeliveryadvertisingprintedmatter,thenIDMisathree-dimensional,multi-functional,andmorecompletecombinationofdirectmarketingtactics.Insomewesterncountries,DMandIDM,togetherwithradio,television,andnewspapers,arecalledthefourmajorformsofadvertising(orfourmajormedia).

DuringtheprevalenceofDMadvertising,inadditiontoleaflets,foldouts,postcards,brochures,catalogues,catalogs,calendarsandotherprintedmaterials,themostimportantformissalesletters.Promotionlettersareveryparticular.Inordertoshortenthedistancebetweentheletterwriterandtheletterreader,someuseredpentoaddeyebrowcomments,ordrawabigcircleoverthewords"LimitedSpecialOffer",andaddthembelowthewords"Free,pleaseseizetheopportunity"Linetoattractreaders.Atthesametimeasthesalesletter,advertisingprintedmatterwassentwiththepackage,sothattherecipientacceptedtheDM'sadvertisingcontentunknowingly.

IDMadvertisingistheuseofavarietyofmediatotransmitadvertisinginformation

ThemainformsofIDMareasfollows:

①Postalletter.Itisanadvertisingmediumsentdirectlytoconsumersorusersthroughthepostoffice.

②Thenewspaperisclipped.Itsandwicheswell-madeprintedmatterinnewspapers,andisdeliveredtoreadersbymajornewspapersthroughnewspaperspecialtystoresandretailers.Thiskindofdistributionismainlyinfull-openorfoliospecificationswithcoloroverprinting,whichissuitableforallkindsofpromotionalactivities.

③Telephoneshoppingandfaxmarketing.Withthedevelopmentofcommunicationtechnology,telephoneshoppingandfaxmarketinghaveemerged.Customerscanorderdurableconsumergoodswithacertainvalueandacertainamountofdailynecessitiesthroughtelephoneandfax.Deliveredtothecustomer'shome.

④Directdelivery.Inallkindsofpublicplaces,especiallytheairportwaitinghall,trainwaitingroom,subwayentranceandexit,hotellobby,shoppingmallshelves,andtaxiseats..

⑤Consumptionwithacard.Theconsumptioncardismatchedwitheye-catchingadvertisementscreensandadvertisementcopytopromotethecorporateimageandproducts.Theseconsumercardsspecificallyinclude:telephonemagneticcards,gamemachinemagneticcards,hoteldiscountcards,subwayspecialcards,bankcreditcards,savingscards,shoppingdiscountcards,clubmembershipcards,etc.

⑥Publicgifts.Thisisintheformofsmallgiftswithaccompanyingdisseminationofinformation,suchaswallcalendars,paperfans,matches,beveragecontainers,napkins,etc.Theadvertisingeffectsgeneratedbythesemediahavegreatlyexceededthevalueoftheseadvertisinggiftsthemselves.

Thedevelopmentofself-media

Thecharacteristicsanddevelopmentofself-mediarepresentedbyWeibo

Theterm"self-media"originatedintheUnitedStatesinJuly2003Acleardefinitionof"WeMedia"inaresearchreportpublishedbytheMediaCenteroftheSocietyofJournalism.TheemergenceofinstantmessagingtoolssuchasMSNandICQhasmadeself-mediagraduallypossible.Thewidespreadpopularityofblogsmarkstherealarrivaloftheself-mediaera.Withtheeffortsofnearly500millionnetizensand200millionWeibousers,theself-mediarepresentedbyWeibohasbeenradiatedwithtremendousenergy.Kai-FuLeementionedinhisbook"WeiboChangestheWorld"that"Weibo=socialinbox+socialinstantmessaging+socialmedia".Generallyspeaking,Weiboisacollectionofe-mail,instantmessagingtools,Ahighlysocializedcommunicationplatformwithalltheadvantagesofthemedia.

Comparedtoblogs,Weiboonlyrequires140words,whichgreatlyreducesthethresholdforcontentpublishing,providesconvenienceforpeopletoconductreal-timecommunication,andismoreadaptedtothefast-pacedlifestyleofmodernurbanpeople.Asmentionedabove,everyoneisapublisher.Asasocialmediaplatform,Weibomeetseveryone'smostbasicneeds.Ontheotherhand,comparedwithtraditionaldisplaymethodssuchasblogs,Weiboismoreauthentic,anditsaudienceismorecivilianandpopular.Themethodofforwardingandcommentingissimilartochattingwithfriends,andtoalargeextent,itistoensurethateachothercanfindeachother.Manypeoplegenerallyuserealnamesornicknamesclosetorealnames,soonWeibo,everyoneisclosertowhotheyare.

Accordingtostatisticsin2012,theproportionofWeibousersaged19andabovereached88.81%,andthetotalnumberofWeibouserswasapproximately327million.TherapiddevelopmentofWeiboismainlyduetothegrass-rootsnatureofitsinformationtextandthefissionofinformationdissemination.Duetotherelationshipbetweenpeople,theinformationdisseminationonWeiboshowsthecharacteristicsof"viral"dissemination,andeveryusercanbecomeanon-sitereporterforemergencies.ItsuniquefanfissionandinteractivecommunicationhavebecometheuniquecharacteristicsofWeibo,whichhasfundamentallychangedtherelationshipbetweenthetraditionalmediaandtheaudience.Thespreadofsexhasbecomeamulti-directionalinter-broadcast.

Thegamebetweentraditionalpaper-basedmediaand“Weibo”self-media

Despitetheaggressivedevelopmentofnewmedia,traditionalnewspapersstillpossessmanyvalueadvantagessuchastheauthoritativenatureofnewsandtheabilitytoguidenews.Itisdifficultfornewmediatoreachinashortperiodoftime.

1.Theinformationauthorityoftraditionalmedia.Theinformationauthorityestablishedinthepastfewdecadesorevenlongeristheintangibleassetsandbrandstrengthoftraditionalmediarepresentedbynewspapers.Whenamajornewseventoccurs,thegeneralaudienceismorewillingtobelieveintheaccurateinformationbroughtbythenewspaper.Whetheritisanaudiencegrouporanadvertisinginvestor,thebasiccriterionformediaselectionisstillinformationauthority.AccordingtoapublicopinionsurveypublishedbyJapan'slargestcirculationnewspaper"YomiuriShimbun",90%ofpeoplebelievethatnewspapersarethemostreliablesourceofinformation.Therefore,justastheInternetdidnotbringnewspapersandmagazines,andtelevisionsdidnotreplaceradios,Weibo,asanewsocialmedia,cannotcompletelyreplacethevalueeffectbroughtbynewspapers.

2.Brandguidanceandoriginalvalue.Traditionalnewspapershaveestablishedacompleteeditorialteaminthelong-termdevelopmentprocess,andthenewsreleasedisoriginal.Yearsofreportwritingability,thoroughnessofin-depthreports,andin-depthexplorationhavecreatedthebrandpowerofnewspapers.Newsreportsareextremelylarge-scale,andrelevantresponsibilitiesarerecognizedtoensurethequalityandquantityofnewspapers.

Traditionalpapermediasurvivesinthecracks

Intheall-medialandscape,theadvantageofnewspapersliesinitsdepthandrationality.Theself-media,representedbyWeibo,hasbroughtahugeboosttothetraditionalnewspaperindustryintermsofproductionmethodsanddisseminationmanagementmethods.Itisdifficultforthetraditionalnewspaperindustrytoachievelong-termdevelopmentwiththesingleproductionmethodoftext,pictureacquisitionandediting,paperdisseminationmethodandadvertisingmanagementmethod.

1.EstablishaWeiboteamandmovethehotlineplatform.Facingtheincreasinglypowerfulself-media,traditionalmediabegantorelyonnewscluesfromself-media.Take"YangchengEveningNews"asanexample.OnJanuary27,2010,"YangchengEveningNews"publisheditsfirstblogpostonSinaWeibounderthename"YangchengEveningNewsv",forminganewtypeofcommunicationplatform.

2.PromotionofMetroNewspaper.Wemediabreaksthelimitationsoftimeandspace.Userscanbecomeinformationcollectorsanddisseminatorsnomatterwhenandwheretheyare.Wemediareceiveinformationwithitscomprehensiveacquisitionchannels.Atthesametime,comparedwithtraditionalmedia,newspapersThespeedofinformationupdatehasdeclined,andintermsoftheaudience,crowdedcitylifeandfastpaceofworkhaverestrictedreadingplaces.Traditionalmediahavealsoproposedanewwaytodealwithit,thatis,thesubwaynewspaper.