Network, the ideal media

Network, the ideal media

Author: Nie Jiancheng

For the traditional mass media, the audience is the audience, the reader referred to, is the dissemination of information to the end. In the network information transmission, "the audience" concept is vague, because the network communication activities in any one of the participants are not simply a communicator or recipient.

In the traditional media era, television and other traditional media organizations play the role of public opinion and guidance, dissemination of a wide range of permeate every corner of social life. Television audiences showed great dependence. Mass media may not be able to control people "how to", but can guide the people "want something." A single channel of information, the majority of the audience does not and can not really define their relationship with the media, calm and rational face of television brought us the "media reality."

Networks are not like a newspaper page size limitations, unlike television, radio and by the time of broadcast. It's highly interactive and open as many non-mainstream culture provides a living space, so that cultural "de-centralized" as possible. Information released by the roles of the conversion, each terminal can be a source of information on the network, the various sources of information are on an equal footing. Network audience to accept the mainstream media is no longer a single release of information, and even the traditional mainstream media often refer to non-uploaded videos as evidence. The vast cyberspace also makes any individual or organization can not fully restrict the spread of a topic. Diversification of sources of information, the rapid spread of the audience to quickly compare and adjust the real world and the media world of difference.

In the traditional mass communication, the communicator and the audience is the point opposite relationship. The audience at a certain time and place the same information. Although there are different forms of feedback from the audience point communicators, but because of restrictions on communication technologies, both two-way exchange of information is not equivalent exchange, feedback from small, time is lagging behind. Communicators in the master, the dominant position.

In network communication, the exchange of the psychological demands of the audience to be released, its position in the spread from passive to active. This initiative in two ways: First, take the initiative to choose the information. Not just passive acceptance of mass media "push to the audience to" information, but in the vast amounts of information in the "pull" what they want. For the audience, the Web-based reading process more purposeful, can focus on content of interest, you can also search for background information and click on hyperlinks and other means to track the relevant topics, and fully mobilize the initiative. The second is to consciously send a message. The audience can, and many strangers, you can consciously participate in the communication process, achieve two-way communication. Most sites in addition to introduction of information services, the platform also provides users with a rating mechanism to facilitate active user feedback.

One called "Murder Caused by a bread," the grassroots video, directed by Chen Kaige's film spoof "The Promise" and very famous, since then, the video site has become the Hugo as the representative of the "hero of the bush," pitching their wares market, which triggered a wave of civilian video entertainment. This pursuit of the audience are all reflected in the virtual space of individuality and psychological needs. Network for a wide range of ideas collide to provide a platform for the audience's herd mentality significantly decreased. Conceal the true identity of the people more freedom and autonomy to express their views and perspectives. This is a "spiral of silence" challenges. In this environment, particularly in relation to social, political, economic and other fields on the topic, the audience has surpassed the performance of the pursuit of universal values ​​recognized by the pursuit of the emotional needs of mainstream values.

In short, the traditional mass media in the audience tend to be passive psychology, popular; network information dissemination audience psychology tended to take the initiative, positive personality. With the development of society, the advancement of technology, improvement of living standards, audiences center on the central authority replaced the theory of cultural development is no longer a small number of elite-dominated, directed, limited process, there is a growing trend of the inner self, yearning for personal life, do not want to follow the crowd. Network communication is the future direction of the mainstream mass media, perhaps it is still unable to replace the traditional mass media, but the development of the media after all derived from the needs of network communication and traditional media is bound to the maximum extent toward integration.

(From Hunan Literary Federation's "theory and creation," 2011 No. 3)