Current Research Status of Network Communication

Entering the mid-1990s, the Internet expanded rapidly and became the largest and most popular computer information network in the world. It broke the traditional concepts of geopolitics, geo-economics, and geo-culture, and formed a virtual information-based cross-border, cross-cultural, and cross-linguistic brand-new space. In this context, the domestic and foreign academic circles immediately formed a review of the Internet, research fever, news and communication scholars have also paid full attention to the Internet in the field of information dissemination of the transformative impact.

According to the definition of American communication scholars, a media can only be called mass media if the number of people using it reaches one-fifth of the national population. In the United States, to reach the 50 million people using the boundaries of the standard mass media, radio used 38 years, television used 13 years, cable television used 10 years, while the Internet only used 5 years. By the end of 1998, there were 62 million Internet users in the United States. Therefore, the concept of Internet as the fourth largest communication media after newspaper, radio and television was put forward. Since 1995, domestic newspapers and magazines, radio stations and television stations have set up websites on the Internet. Against this background, journalism and communication scholars began to focus Internet research on its network role.

On October 16-17, 1997, the Chinese monthly newspaper, the Chinese Academy of Social Sciences, Institute of Journalism and Communication, CCTV research and consulting company jointly sponsored the "National Electronic Newspaper Business Status and Development Trends Symposium" in Beijing. more than 30 Chinese news organizations attended the meeting. This was the first theoretical seminar in the field of network information dissemination conducted by Chinese network news media. Because there were few Chinese news media on the Internet at that time, only a few Chinese news organizations such as People's Daily online edition and Huasheng Daily electronic edition made introductory speeches at the meeting, which invited the director of the Wall Street Journal online edition to give the Chinese press an introduction to their experience and experience.

July 1-2, 1999, the China Journalists Association in Hangzhou hosted the '99 national network news media theory symposium. 50 Chinese news organizations network version of the person in charge of the meeting. more than 30 news organizations to the conference submitted a paper. more than 10 representatives of the news organization to speak at the meeting, the representatives of the recent years, from their respective network news dissemination practice, a wide range of exchange of views on the network information dissemination of the various aspects of the conference. Representatives of more than 10 news organizations made speeches at the conference. A number of representative foreign related works have formed a great influence at home and abroad, and most of these works have been translated into Chinese. They include:

Negroponte's Digital Survival (translated by Hu Yong and others, published by Hainan Publishing House in December 1996)

This book depicts the various impacts of digital technology on our life, work, education and entertainment, and the issues worthy of consideration, and it is the best guide to the new world of digitalization. The English version was high on the New York Times bestseller list.

Outline

Part I The Age of Bits

Part II Humanized Interfaces

Part III Digital Life

Conclusion The Age of Optimism

The Way of the Future by Bill Gates (translated by Koo Jung-kun and published by Peking University Press in January 1996)

Future Time: The Digital Nervous System (Translated by Jiang Xianzhǒng@① and Jiang Ming, published by Peking University Press in April 1999)

Future Time: The Digital Nervous System and New Thinking in Business Table of Contents: Part I. Information Flow is the Lifeline of an Enterprise; Part II. Business: The Internet Changes Everything; Part III. Driving Information to Improve Strategic Thinking; Part IV; Part V. Specialty Businesses Offer General Insights; Part VI. Meeting the Challenge.

This book is written in a very down-to-earth way about their company, including, the mistakes they made. Bill Gates says that winning is not a slam dunk for them (P388) . Although Microsoft recruits a lot of smart people, he argues that the company needs intelligence "not that it needs a lot of wise people" (P228) So it's a bit like plain old Walton in that respect.

Digital Growth: The Rise of the Network Generation by Don Tapscott (Translated by Chen Xiaokai and Yuan Shipei, Northeast University of Finance and Economics Publishing House, March 1999)

The new generation of networked people has formed a dominant force that cannot be ignored, and it has completely reshaped the way employment is conducted in the 21st century, leisure and interpersonal relationship patterns, and leading the world into a new digital world. As parents, teachers, marketers, advertisers, networkers, business leaders, and political decision-makers, you can't afford to miss this masterpiece! This is a classic work that fully describes the acceptance of the networked generation spawned by digital technology.

Don? Don Tapscott is a leading digital futurist and bestselling author of six books, including The Digital Economy: A New Paradigm for Global Networked Life. He is also Chairman of The Allance for Converging Technologies and President of the New Paradigm Learning Corporation. the president of the New Paradigm Learning Corporation, a multinational research think tank co-funded by many of the world's leading technology, manufacturing, retail, financial and government organizations***.

Other classics include Ethel Dyson's Designing Life in the Digital Age 2.0 (translated by Hu Yong and Fan Haiyan, published by Hainan Publishing House in August 1998); Neil Barrett's Digital Crime (translated by Hao Haiyan, published by Liaoning Education Publishing House in 1998); and Chuck Martin's The Digital Economy (published by China Building Materials Industry Publishing House in June 1999), among others. (China Building Materials Industry Press, June 1999), etc.

Though these translations cannot be regarded as works on network communication, but only related works, they have opened the eyes of people from all walks of life in China, and prompted Chinese people to pay attention to the coming information age, network age and digital age. One of these books, Digital Survival, was named one of the 20 Most Influential Books of the Past 20 Years by New Weekly, Issue 53, in 1998. In recent years, domestic scholars have written a variety of monographs commenting on the information superhighway and the Internet.

The Theory and Practice of Network Communication (by Xie Xinzhou, published by Peking University Press in 2004)

This book, in accordance with the framework of communication research, adopts the methods of statistical analysis of social surveys, comparative research, expert surveys and case studies, and literature review, and focuses on the center of the network media, and examines the key aspects of its dissemination, i.e., the basic problems of the network media, the process and mode of communication, the subject of communication, and the audience. The book focuses closely on the center of online media, and systematically discusses and researches several key aspects of its communication, i.e. basic issues of online media, communication process and mode, communication subject, audience, communication content, communication effect, control and management, and competition pattern of online media as well as the trend of industrialization. In addition to elaborating on the attributes of online media and other basic issues, this book focuses on empirical research on the theory of online audience and the theory of online communication effect by using statistical methods through audience surveys; it proposes the communication model of online media and evaluates its characteristics according to the communication holdings of online media by sorting out the typical mass communication process model; it analyzes the development of China's media industry through the use of SWTO method of industrial structure analysis; it analyzes the development of China's media industry through the use of the industrial structure analysis of SWTO method. By using the SWTO method of industrial structure analysis, the development of China's media industry is analyzed, and countermeasures for the industrialization of online media are proposed.

This book is suitable for teachers and students of journalism and communication majors and related majors, and is also of great reference value for practitioners engaged in network news.

"Sound Wave Communication? Cracking the Brand Code" (Li Po Ting Duan Chunlin - Guangdong Southern Daily Press)

The theory of sound wave communication put forward in this book fills in the lack of knowledge of China's independent brands in international communication, the author, after many years of theoretical exploration and practical operation, puts forward a new concept of brand marketing: "sound wave communication. This theory suggests that communication is the highest stage of marketing. Future outstanding enterprises will inevitably use the perspective of communication to build the marketing system, and even corporate strategy, marketing has been done to the end, and communication will have unlimited space, also means unlimited business opportunities. This book uses the successful cases of brand marketing of Wanglaoji, Apple, Lenovo, Starbucks, Tencent, etc. to argue that brands need sound waves.

The book's study of network communication is also very worthy of Chinese advertisers' study and attention. The book suggests that the emergence of the network has greatly changed the behavioral patterns of consumers, especially the development of marketing and communication modes, such as search engines and SNS, which will challenge the traditional marketing model.

Information Highway and Mass Communication (Ming An Xiang - Hwa Hsia Publishing House, February 1999)

This subject mainly introduces the basic situation and characteristics of the new technology and medium of information communication, and argues that it has enabled mankind to enter into the fifth revolution of information dissemination, which realizes the two-way flow of information and brings about a new technological revolution. It is also suggested that the creation of new media and new technologies will bring a series of fundamental changes to mass communication, such as online newspapers, digital radio and television, computer-assisted news, etc., and the media roles of the communicators and the recipients will be changed accordingly. The authors suggest that the Internet should be fully utilized, the digital television industry should be developed, the quality of media workers should be improved, and the theory of communication should be fundamentally reformed.

Table of Contents/Chapter 1 Information Technology and the Information Society/Chapter 2 The Print Media: Farewell to Lead and Fire and Toward Light and Electricity/Chapter 3 Contemporary Competition and Integration of Multiple Broadcast Media/Chapter 4 Emerging Electronic Media/Chapter 5 The Rise of the "Fourth Mass Medium": The Computerized Internet/Chapter 6 The New Media and Social Politics and Law New Media and Socio-Political and Legal Issues / Chapter 7: New Technology, New Media and Socio-Economic Development / Chapter 8: New Technology, New Media and Socio-Cultural Issues / Chapter 9: New Technology, New Media and Social Life / Chapter 10: The Information Superhighway Will Trigger a Revolution in Mass Communication / Chapter 11: Winning a Passport to the Information Society / Afterword

News communication scholars and news communicators directly engaged in network communication have written a large number of articles and theses, which can be divided into the following aspects: to explore the impact of network communication on mass communication theory, to explore the relationship between network communication and traditional news media, to explore the construction and operation of news media websites, to review foreign network communication regulations, to investigate the status of the use of the network of news practitioners, master's and doctoral dissertations. D. dissertation.

In general, the research on network communication is still in its infancy. Therefore, at this stage, descriptive, countermeasure and explanatory results are mostly available. Professional education in network communication has become a new discipline in Chinese higher education institutions. By 2000, seven universities in China had set up or were going to set up majors in network communication, and the research and training of network communication talents had become a new hotspot in the education sector.

The first-tier journalism and communication colleges in the country have been focusing on the study of network communication, since the Huazhong University of Science and Technology founded the first network news communication class in 1998, the Beijing Broadcasting Institute opened China's first network communication college in April 2000, the Department of Communication of Tsinghua University opened the new media research program and recruited postgraduates, and the People's University of China opened a network communication course for journalism undergraduates. Renmin University of China has opened a course on online communication for undergraduate journalism students. Wuhan University is preparing to open a new program in online communication in addition to newspaper journalism, radio and television journalism, and advertising.

In addition to the specialization or direction of network communication, universities have also begun to set up network communication research centers, such as the Network Communication Research Center of Nanjing University and the Network Communication and New Media Development Research Center of Huazhong University of Science and Technology.

What is network communication

Many scholars have made various descriptions and explanations of communication, some of which refer to it as "information **** enjoyment", some as "persuasive influence", and some as "stimulating response". "Some people think that communication is the social behavior of human beings to transmit or exchange information, and so on. Prof. Guo Qingguang in his new book "Communication Course" that: "the so-called communication, that is, the transmission of social information or the operation of social information systems.