It Talks--运营官札记

Before launching elaboration of the new media, first need is to give the new media a definition, that is to say, select a scope.

Coming straight to the point, my definition is: the media form that can be widespread participated in (is mainly through digitized pattern) by the audiences thoroughly。

In the preface chapter, I remove “LEDs on streets, LCDs in elevators, billboards in restrooms” outside the new media. In fact, according to the advertisement research area, there is term so-called Big Five: television, radio, newspaper, magazine, billboards. The last one, may translate in Chinese “广告牌”. Above these so-called “new media”, in the final, are just billboards.

I also removed websites in 1.0 times outside the new media which I elaborated. Sina, Sohu as representative's horizontal portal and varied vertical specialized website, I am willing to regard tem as network edition of traditional media. Because they are still controlled by traditional disseminators. The core key lies in: The great proportion of text creation exists in the traditional media, appears after “the duplication” in the network media.

In my definition of new media, there are three operational dimensions:

Firstly, Audience. In fact, I am willing to regard my elaboration as a kind of “Audience Studies”. Although, with the UGC (Users Generate Content) pattern, audience was also turned into the disseminator. But this kind of biography and the traditional media's biography are different. The difference lies in that they deliver “the original content” in stead of “specialized content”. The so-called original content, is “the direct reflection of the thought”, the diction (attention, is not language) of the processing is very few.

Secondly ,Widespread and thorough participation。Widely to what degree? Nearly zero threshold. Certainly, this kind of zero thresholds is also relative. People should have the right of access of the network (or sending short message) at least! What degree penetrates to? An advance to the acme is, once without participation, the media platform turns to zero immediately. When the user does not contribute the content (exactly saying is no achievement), the website (or other media form) turns to the empty.

Widespread and the thorough participation and the interaction are different. The relations between the disseminator who holds the speaking power and listening audience can be possible to achieve the equal relations (symmetric) through the interaction, however, the new media may let their relations incline (asymmetric). This kind of incline is actually leaning to the audience.

Thirdly, Mainly through digitization。The digitized core lies in the text can be possible to duplicate and to disseminate easily, impels the development of thought and the economics. However, this will initiate pirates. But the network world's copyright should not be equal to the one in the real world. It will also cause the privacy. These questions will be launched gradually in my following elaboration.