A Study of New Media Users Roaming the Book Sea: Nodalized, Mediated and Networked People

Mao Ge's new biography for postgraduate entrance examination has opened up a new column-walking in the sea of books. We will select important basic books or extended books for you in the new biography postgraduate entrance examination bibliography, and sort out important knowledge points for you, but we have not expanded and expanded ~ ~ I hope you will like our new column, cheers ~ ~

At the same time, every Sunday at 2 pm, cctalk8229779 1, Mao Ge 1 yuan is a free public class, and I will be by your side every week to answer your questions and clear your troubles on the way to the postgraduate entrance examination. Come on ~ Dream of the Unnamed Lake, I'll wait for you at Peking University!

The book we selected for you is a new book by Peng Lan, the goddess of Tsinghua University-A Study of New Media Users: Nodalized, Mediated and Networked People. Today, we have compiled the frame diagram and important knowledge points in the first section of the first chapter of the book. Please take notes.

? Important knowledge point

I. Definition of new media

Interactive integration of media forms and platforms based on modern information technology and communication technology such as digital technology and network technology. At present, new media mainly include traditional Internet (based on applications such as World Wide Web) and mobile Internet, as well as other forms of interactive digital media.

Second, the definition of "new" and "old" media

The definitions of "new" and "old" media can be measured from three aspects: information production controllability, social controllability and mobile controllability. The media with higher availability is usually "new" media.

Third, the development background of new media channel expansion

Portal, search engine, social media, information client, personalized recommendation platform, video, VR or AR platform, professional service platform and hybrid platform.

1)? Portal and query client: edit check+popular push

Point to face mode. The content of multiple media is aggregated, then the content is filtered based on the editor's judgment, and finally it is pushed to large-scale users in an undifferentiated way.

2)? Search Engine: Multiple Search+Algorithm Scheduling

The ranking of content by search determines the possibility that related content and its producers will be clicked by users, which plays an obvious role in the scheduling of website traffic.

3)? Social media: interpersonal network+mass communication

Social media has profoundly influenced the mode and structure of the whole new media news and other public information dissemination, and changed the information screening mechanism. In social media, interpersonal communication channels composed of social networks have become the infrastructure of public information dissemination.

4)? Personalized recommendation platform: personality analysis+algorithm matching

In this kind of platform, the matching between content and its specific recipients takes algorithm as the "medium" and personality as the core variable in the algorithm.

5)? The potential negative impact of personalized algorithm;

A. make the audience have digestive fatigue and anorexia.

B. Narrowing the user's vision, that is, the information cocoon room.

C. In the face of discrete individuals immersed in their personal world, social integration becomes more and more difficult. Therefore, as the balance of personalized information service, it is still necessary to push public information for the public.

6)? Video and VR/AR platform: live experience+social communication

From the way of news presentation, the news scene is redefined.

Advantages: Intuitive visual experience and clinical experience make the audience's cognition of news more dependent on their own on-site observation.

7)? Professional service platform: life scene+information push

Internet platforms (such as Taobao and Gaode) that originally focused on life services began to integrate some news or information content, that is, media.

8) Hybrid platform:?

Mixed media formed by the integration of the above six platforms.

Extension and expansion:

In the era of traditional media, news production and news dissemination are tied together, while the development of online media is the separation of news production and news release (dissemination). With the application of new technology, various new news distribution platforms have emerged, such as information integration platform (portal-news client), search engine, social media, personalized recommendation platform, video and VR/AR, professional service platform and hybrid platform.

The emergence of various news distribution platforms in the network has changed the ecology of online media more or less. The extension of news distribution platform is also one of the key paths for the ecological transformation of media industry.

Fourth, the change of new media communication mode.

"mass portal" mode:

A communication mode with the World Wide Web as the main platform and the content of the website as the core.

With the continuation of peer-to-peer mode, the status of communicators and audiences is not equal, and netizens can only passively obtain edited and filtered information.

The characteristics of "personal portal" communication mode;

Each node becomes a communication center, relationship becomes a communication channel, and socialization and sharing become the driving force of communication.

Extension and expansion:

(A) web 1.0 era of mass portal mode

Under the "mass portal" mode, the status of websites and netizens (communicators and audiences) is naturally unequal. The website has a strong control over communication, and the choice of content by website editors directly affects the scope and quality of information obtained by netizens, who are still passive in the way of obtaining information.

The standard to measure the spread effect of website content is the scale of users.

(B) Personal portal mode in the web2.0 era

1 Each node becomes a propagation center. In the personal portal model, each node plays multiple roles of information producer, disseminator and receiver at the same time.

2 Relationships become communication channels, and social relationships (social networks) of nodes become information flow channels. This means that in this mode of communication, the quantity and quality of relationship channels directly affect the breadth of information flow, and the competition among communicators begins to shift to the competition for users' "relationships".

3 communication is multi-level. Communication based on "personal portal" and its social relationship is multi-level, and information needs to be spread many times to continuously expand the communication effect, which may promote the formation of "fission" communication. In such a communication network, every time information is transmitted, it may lead to information deformation. Therefore, the information dissemination process is not a simple information reproduction process, but a continuous information reproduction process.

Five, P2P technology (peer-to-peer network technology)

Decentralized thinking based on individual users.

Six, "distributed" network structure

The "distributed" network structure is a network connected by many nodes. There is no central exchange point, and each node has multiple paths to other nodes.

By adopting the "distributed" structure, the communication between other nodes will not be affected after any node in the network is destroyed, which has high security and reliability.

Extension and expansion:

ARPANET adopts a "distributed" network structure, which lays the foundation for the Internet to become a "decentralized" and decentralized emerging media. This structure not only makes the network highly secure and reliable, but also makes the information dissemination diversified and the control complicated. ?

In addition, it is precisely because of the distributed structure of the Internet that it is endowed with the color of the public sphere and will bring democracy.

Seven, the expansion of the main body of new media communication

The expansion of the main body of new media communication: professional media people-national participation

Everyone is the media: everyone may become the source of information or the node of information dissemination, and people's social network has become one of the mainstream channels of information dissemination.

Everything is media: participants will not only be people, but also machines and everything may become information collectors, and machines can also complete intelligent processing of information.

Extension and expansion:

Users of traditional media are often called "audience", but in the network age, the word "audience" has been challenged more and more. On the one hand, the boundary between the disseminator and the audience is blurred, and the audience is no longer a passive receiver and consumer of information, but can also participate in the production and dissemination of content in various ways; On the other hand, in the network communication, the "group" that was once "uncertain" and "majority" began to evolve into "individuals" with outstanding individual needs.

If you like our new column and walk in the sea of books, then encourage us to have a look, pay attention and like it ~ ~, see you next time ~