Nowadays, fusion of networks like telecommunication network, internet, and broadcasting network has become an inevitable trend in the industrial integration and development. As an example, US is adopting a bundle service that combines television, telephone, and broadband networks; Japan is promoting fusion among networks, user terminals, and relevant laws. It can be predicted that fusion of the above-mentioned three types of network will be a general direction in the future. Sooner or later, the boundaries between them will disappear, and there will be no monopolistic players in any of these sectors. Based on current trends, new media communication will definitely go through three phases in the future.
First phase: resource integration
As the reading appetite of users is continuously increasing, the number of new media has entered into a saturation stage. Homogenized and non-original contents no longer meet the user needs, requirements, and expectations. So there are now urgent needs to integrate new media resources.
Take Wechat as an example. Although various public subscription accounts provide different features and target at different industries by updating contents and recommending new products on a daily basis, problems such as resources dispersion, widespread communication channels, massive communication terminals, repeated and overlapped ports are major concerns among users. In a relevant survey, more than half of the respondents believe that new media resources are too dispersed to provide well-targeted contents. As Wechat spaces for friend communication are now flooded with voting requests, advertisements, purchase agents, rumors, and frauds, they are no longer pure personal circles or habitats for friends and acquaintances. Sales promotion, canvassing activities, rumors, and advertisements have already become the most unbearable information in friend circles. For this situation of friend circle, China Youth News once conducted a survey among 2,000 Internet users. The result shows that 35.8% of the respondents want to close friend circle spaces in Wechat.
Besides, different public subscription accounts copy and repost articles from each other, and users can hardly identify original provider and original content of these articles. The exciting and agreeable atmosphere characterized by free exchange, diversified entertainment services, and rapid news publication in early development stage of Wechat has changed due to homogenized and mixed contents.
Competition depends on strength, strength depends on scale, and scale depends on integration. Considering the problems of dispersion and homogenization of new media resources, a restructure of such resources should be done, otherwise further promotion work will be impossible, let along the target of substantial leaps. To address the challenges posed increasing scale or media groups across the globe, we need to stick to top-level design and integrated layout strategies, join hands with each other to develop and strengthen our capabilities, make better use of our resources, break limits, set up new media or convergence media groups (clusters), integrate the media resources with repetitive functions, homogenized contents, dispersed strength, and varied channels, combine resources reasonably, optimize resources allocation, realize the interconnection among various resources, evolve dispersed contents into centralized contents, and develop diversified channels to solve the problems of saturated new media.
Second phase: innovation upgrading
Each innovation of the media communication methods has a close relation with technological reformation and innovation upgrading, and new media is ever changing. The innovations of new media lie generally in by technological advancements.
Advancing from the era of “Universal Journalists” initiated by Microblog to the era of “Universal We Media” initiated by Wechat, new media technology is ever changing. Communication methods and channels are also updating. Up to now, the popularized formats like 2-D barcode, Wechat public subscription account, user terminal, cloud newspaper, virtual reality, augmented reality, H5 etc. have adapted to the mobilization, socialization, interaction, and video trend of information communication, which lead us into the era of convergence media characterized by open and sharing information, mutual communication, online-offline interaction, interactive communication between officials and the public, and “micro reading”, “superficial reading”, “fragmentary reading”, “quick reading”, “skip reading” and “visual reading” by fingertip click.
With the coming of cloud era characterized by cloud computing, big data news and digital news started by big data create new patterns for media integration, leading media reports to the directions of data capture, digging, statistics, analysis, processing, and visualized and mobilized video streaming. This trend has changed traditional news production process, content production, communication channel, and management mode, and the results of big data analysis can often be used to meet individualized demands and personal experiences of Internet users.
Although the emerging “Spot Cloud” of Xinhua News Agency, CCTV News Mobile Network, and intelligent robot will not change the ecosystem of media communication completely within a short term, it can be predicted that an era of reformation driven by mobile live broadcasting technology is on the way and the “live broadcasting plus media” is overthrowing the way of obtaining information for users.
Third phase: platform aggregation
Platforms support new media or convergence media groups or clusters. To build a platform, the current media mode characterized by resources dispersion, closed operation, and rough management have to be changed. Various media formats that are interdependent after resource integration need to have their respective functional orientation defined. Standardized regulations, central management, and joint development and use of shared resources should be promoted to improve communication capability, credibility, and influence of the platforms.
In the development from telecommunication network, broadcast network, and Internet to broadband communication, digital television, and “Internet plus”, through network technical innovation and integration upgrading, functional advantages are complemented. Different business scopes are now merging with each other. Networks are being interconnected and resources are being shared. These changes enable various bundled entertainment services like video, voice, conservation, data, and broadcasting video to be provided for users, and such bundled services are destroying the boundaries between single communications and entertainments.
Birth of new media and deep integration of media are actually the process of the fusion, interaction, and joint development of network technology platforms and information contents. With the fusion of “three networks”, social media functions can be developed quickly to boost new media communication to a new level and to realize deeper integration of media.
Nowadays, fusion of networks like telecommunication network, internet, and broadcasting network has become an inevitable trend in the industrial integration and development. As an example, US is adopting a bundle service that combines television, telephone, and broadband networks; Japan is promoting fusion among networks, user terminals, and relevant laws. It can be predicted that fusion of the above-mentioned three types of network will be a general direction in the future. Sooner or later, the boundaries between them will disappear, and there will be no monopolistic players in any of these sectors. Based on current trends, new media communication will definitely go through three phases in the future.
First phase: resource integration
As the reading appetite of users is continuously increasing, the number of new media has entered into a saturation stage. Homogenized and non-original contents no longer meet the user needs, requirements, and expectations. So there are now urgent needs to integrate new media resources.
Take Wechat as an example. Although various public subscription accounts provide different features and target at different industries by updating contents and recommending new products on a daily basis, problems such as resources dispersion, widespread communication channels, massive communication terminals, repeated and overlapped ports are major concerns among users. In a relevant survey, more than half of the respondents believe that new media resources are too dispersed to provide well-targeted contents. As Wechat spaces for friend communication are now flooded with voting requests, advertisements, purchase agents, rumors, and frauds, they are no longer pure personal circles or habitats for friends and acquaintances. Sales promotion, canvassing activities, rumors, and advertisements have already become the most unbearable information in friend circles. For this situation of friend circle, China Youth News once conducted a survey among 2,000 Internet users. The result shows that 35.8% of the respondents want to close friend circle spaces in Wechat.
Besides, different public subscription accounts copy and repost articles from each other, and users can hardly identify original provider and original content of these articles. The exciting and agreeable atmosphere characterized by free exchange, diversified entertainment services, and rapid news publication in early development stage of Wechat has changed due to homogenized and mixed contents.
Competition depends on strength, strength depends on scale, and scale depends on integration. Considering the problems of dispersion and homogenization of new media resources, a restructure of such resources should be done, otherwise further promotion work will be impossible, let along the target of substantial leaps. To address the challenges posed increasing scale or media groups across the globe, we need to stick to top-level design and integrated layout strategies, join hands with each other to develop and strengthen our capabilities, make better use of our resources, break limits, set up new media or convergence media groups (clusters), integrate the media resources with repetitive functions, homogenized contents, dispersed strength, and varied channels, combine resources reasonably, optimize resources allocation, realize the interconnection among various resources, evolve dispersed contents into centralized contents, and develop diversified channels to solve the problems of saturated new media.
Second phase: innovation upgrading
Each innovation of the media communication methods has a close relation with technological reformation and innovation upgrading, and new media is ever changing. The innovations of new media lie generally in by technological advancements.
Advancing from the era of “Universal Journalists” initiated by Microblog to the era of “Universal We Media” initiated by Wechat, new media technology is ever changing. Communication methods and channels are also updating. Up to now, the popularized formats like 2-D barcode, Wechat public subscription account, user terminal, cloud newspaper, virtual reality, augmented reality, H5 etc. have adapted to the mobilization, socialization, interaction, and video trend of information communication, which lead us into the era of convergence media characterized by open and sharing information, mutual communication, online-offline interaction, interactive communication between officials and the public, and “micro reading”, “superficial reading”, “fragmentary reading”, “quick reading”, “skip reading” and “visual reading” by fingertip click.
With the coming of cloud era characterized by cloud computing, big data news and digital news started by big data create new patterns for media integration, leading media reports to the directions of data capture, digging, statistics, analysis, processing, and visualized and mobilized video streaming. This trend has changed traditional news production process, content production, communication channel, and management mode, and the results of big data analysis can often be used to meet individualized demands and personal experiences of Internet users.
Although the emerging “Spot Cloud” of Xinhua News Agency, CCTV News Mobile Network, and intelligent robot will not change the ecosystem of media communication completely within a short term, it can be predicted that an era of reformation driven by mobile live broadcasting technology is on the way and the “live broadcasting plus media” is overthrowing the way of obtaining information for users.
Third phase: platform aggregation
Platforms support new media or convergence media groups or clusters. To build a platform, the current media mode characterized by resources dispersion, closed operation, and rough management have to be changed. Various media formats that are interdependent after resource integration need to have their respective functional orientation defined. Standardized regulations, central management, and joint development and use of shared resources should be promoted to improve communication capability, credibility, and influence of the platforms.
In the development from telecommunication network, broadcast network, and Internet to broadband communication, digital television, and “Internet plus”, through network technical innovation and integration upgrading, functional advantages are complemented. Different business scopes are now merging with each other. Networks are being interconnected and resources are being shared. These changes enable various bundled entertainment services like video, voice, conservation, data, and broadcasting video to be provided for users, and such bundled services are destroying the boundaries between single communications and entertainments.
Birth of new media and deep integration of media are actually the process of the fusion, interaction, and joint development of network technology platforms and information contents. With the fusion of “three networks”, social media functions can be developed quickly to boost new media communication to a new level and to realize deeper integration of media.
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