Analysis of the characteristics and development of online media

Summary: online media as a new media, in order to become the mainstream media or even replace the old media, is by no means an easy thing, contrary to go through a long period of time in order to determine the winner. This paper attempts to distinguish the nature of online media characteristics and other traditional media equally, but the relative advantage of the features.

Keywords: traditional media, online media development

First, online media and traditional media is substantially different
(L In modern society, there are important social significance and cause of common interest has lately been the fact that the information and the fact that these different views, often through professional news media of newspapers, magazines, radio, television, record videos and news as the carrier, open to the public release, while interpersonal, inter-group such as a large number of individual knowledge, anecdotes, gossip and even the minutiae of a private matter and so the dissemination of information and exchange of views, it is difficult to directly through the existing the mass media, and must be face to face communication or through personal letters, telephone and other media to complete. emerging Internet media provides this possibility. This is reflected in individuals, groups can post, create a personal web page, directly involved in the construction sites and other forms of mass communication in the opposite point, and also through email, online forums, online chat rooms, the interpersonal, inter-group directly or even real-time exchange of information and commentary.

(2 network news media to achieve a two-way communication, from media to the audience to break the one-way mode of transmission monopoly. This feature is often called the uniform nature of Internet media delivery and it is embodied in the news disseminators and acceptance the growing interaction between the relationship first, as the audience is no longer just an individual simply recipients. the traditional linear mode of transmission and the delineation of a clear distinction between the role that the mass communication process from the beginning to the side terminated by the party's activities, is passed by the imposition of the direction of propagation behavior emergence of online media, making the reader both the audience, can also be a news publisher, news to the media and therefore of the original audience and the media relationship between the absolute mass is subject to change, the role of communicators and recipients can be transformed into each other, both in the news media's position tends to equality.

Second, other characteristics of online media
Speaking in front of the two kinds of online media properties, is different from traditional media to online media properties of nature, the dissemination of Technology to the news media to bring a qualitative leap. In addition, the online media also has the following features :
1, large capacity
Capacity of traditional media layout is fixed, usually off the Chinese newspapers can only put about 10,000 words of content and the version number of the traditional media is also essentially fixed, even if only a printed version, will be involved, including printing , publishing, distribution, including many links, Which newspaper when the family must be careful to count the cost of an account for this reason, the traditional media editors and reporters, the use of "Cherishing such as gold" to describe the layout precious and fear is not too crowded, while relying on the Internet for online media is completely different. According to Moore theorem, the host computer (CPU operating speed doubles every 18 months, while only half of the original price of network the soil to store media - hard drive development in line with this law, expanding the capacity only needs to get a lower price.

2, fast
Time-sensitive news media has been the goal, advances in communication Technology is to improve the timeliness standards as a measure of network can be 300,000 km per second transmission speed of delivery all over the world. Means of transmission of updates to traditional media network before the media are very powerless.

3, super-regional
And then the Internet's largest long praised as the computer is five continents, "joint, together constitute a unified global coverage of any information that an information network, but access to the Internet, children can also be located almost anywhere in the world's Internet users have in the white computer screen to see, hear speakers at random this feature of the Internet for the network news media to expand the scope of the dissemination of information to create excellent conditions, while traditional media due to various limitations (including operating costs, not ideology easily across geographical boundaries, at least up to recently, there was no newspaper coverage can be the same as the online media world.

4, hyperlinks
There is still relying on the network media Internet Technology features - hyperlinks. Online media press release could have been based on the needs and conditions of white-layered organization own any of the information, and users can have the needs and interests of white select one Each piece of information, such as World Wide Web (www most common, the most commonly used form is that when the mouse moves to some of the text (usually a word, phrase or image on a website and when the cursor changes to a hand, this area is known as the "hot zone" with the mouse in the "hot zone" on the point, they would call up the relevant information and data, which may have several "hot zone", and so on, users can browse endless information. Links to free download http://www.hi138.com
Third, the network impact of media on traditional media
1, split the audience
A person to remove the necessary social labor time and life time, time to receive the news media to ask is always limited, while the emergence of new media to attract attention, then one for the original media is bound to reduce the time , not to mention online media with traditional media but also has significant advantages as global and national network media streaming audience of traditional media, it is very difficult because statistics, few people made a detailed quantitative analysis, but enough that we can Internet developed countries (such as the development of the United States, see the rest of the world this trend.

2, split the advertising market
Network with all the inherent advantages of the media, making it once appeared to be a serious impact on not only the audience of traditional media market, but also the impact of traditional media advertising market in the world's first online advertising was born on October 14, 1994, the famous American WRIED magazine online home page, there have been AT & T and 14 customers banner ads. online advertising the main form of one become the site of the sponsor, the second is on the site with banner ads (Banner, typically a flow image to the audience directly taken to the vendor's Web site. and traditional media advertising, online media, advertising has two significant advantages: First, e-commerce applications, three are directly examine the audience reaction to advertising.

3, the traditional news media monopoly has been broken
As the news media to come into contact with the overwhelming majority of viewers, the channels of information flow to the audience, so a long time, including newspapers, including the traditional media in news and information transfer has a strong monopoly position: What viewers see the media delivery (listen to what the media does not pass the audience it is difficult to learn from the mass communication channels. emergence of online media, traditional media, this monopoly was broken. with the main news and information, you can not use a professional news organizations to publish information, people do not necessarily have to be reported by news organizations to obtain information even after the traditional media online, this is still true.


References:
Bao-Chuan. Internet: new media convergence point - Chinese Internet media situation of [J] China News Technology, 1999, (01). Links to free download http://www.hi138.com