Assignment_1Media Convergence,Student No.42887607
Media Convergence
Media convergence this concept meaning refers to various kinds of media presents a multi function integration, is broadcast, television and newspapers and other traditional media interaction between. But when the network as a new media carrier, with its multimedia, interactive, new super trait appears, media convergence has become the Internet as the medium, various media in greater breadth, depth and height on the integration, and through a variety of different types of receiver
Terminal communication situation, which resulted from the will is different from the previous media forms of new media forms.
In our country current media environment, can say the media convergence has two big trends: one is the traditional media to make full use of the new spread technology and methods, or passively or actively seek multimedia management, in order to realize their own and rely on the network of various new media integration between; two is the new media -- mainly news website seeking coverage right, make full use of their communication channels on the edge, to play their own multimedia, strong interaction and other congenital strengths were simultaneously acquired in the content channels on the breakthrough, seeking to get rid of the traditional media content control. The academia takes the two trends of representations for the media convergence to a deeper level, i.e. the media organization structural integration. But we must notice is the so-called organization structural integration refers to the same media company or group also owns newspapers, television, radio, magazines, Internet and other media forms, all forms of media in the unified development target contrast to maximize the sharing of content, these media platform to division of labor and cooperation, to maximize the market, gain profit. This organization structural integration essence, will be different between the integration of media ownership. Taking the present conditions, it is still difficult to achieve in a short period of time. But we must recognize, such analysis still remain in the traditional media and new media that $two architectures, and lack of awareness in this phase has been, is bound to have a level of traditional media and new media between the two boundaries of the breakthrough, not only all kinds of different forms of media resources sharing between and the division of labor and cooperation, but also to create a new form of media.
This new media forms will be one or several integration of previous forms of media, breaking the previous media as the human sensory function portion extends defect, make full use of multimedia to the integration of media forms, these forms of media to make full use of network virtual world media social characteristics, has a very strong interaction and participation, to network as a carrier platform and distribution platforms, ultimately through different types of multimedia terminal equipment show. The terminal device which can be a computer, can also be a MP3, MP4 or mobile phone, can even be in the concept of the other terminal equipment. This new show that these new forms of media is different from any previous media forms of new media.
Electronic Periodicals: print media integration
According to Mcluhan's theory, the print media including newspapers and magazines, are merely human visual sense extension, therefore, have extremely strong one-way and extremely weak interaction. However, there have appeared some new forms, relying on the network platform of new media, can not be said to be a result of media integration, even may say that is the integration of a development trend of future, these new forms of media mainly refers to the electronic newspapers and magazines.
Electronic newspaper and magazine is a multimedia, interactive sex is very strong, has its own distribution channels, and has convenient access (a variety of receiving terminal, is not only the network, such as the previously mentioned) form of communication, which of course is a kind of new media forms. Of course, the current electronic newspapers and magazine development is not mature, we are not able to assert, electronic newspapers and magazines is the plane media and new media conformity to produce a final media forms. But we also can't deny electronic newspapers and magazines are the media convergence condition integrated media morphological features, more and more independent, I thought at least media integration in the new media of a morphological shape.
Blog: the new media in the content acquiring rights breakthrough attempt
Blog, since the media era mark. Today, the vigorous development of the blog has become a phenomenon that can not be ignored. Even in America last year, "time" magazine named person of the year, "you are". "Time" magazine says, each using the Internet users are 2006 influential people. This has fully demonstrated that content providers have to blog as the representative of the WEB2.0 times down to each individual. The propagation characteristics of that: each individual become a communicator, have become the content provided by the media. The author thinks: content access rights are start from here made a breakthrough.
In fact, in the blog before, all kinds of forum news clues and content have become important sources of traditional media news. However, only in the blog appeared later, especially after the emergence of sina celebrity blog, make full use of the celebrities news, many news information issue actually followed a trajectory: blog with news -- Determination of Sina News Value, give a report -- traditional media or copy or follow-up report. Through 2006, newspapers and magazines, we will find many such examples, such as the typical "bread Massacre", "Han Baizhi controversy", "cruel cat to kill order" and "peak begging" event and so on, be too numerous to enumerate.
This is a breakthrough. Because it actually has broken through the traditional media franchise, and ascertain the redrawing the content provider role delineation of agenda setting, the identity of the clue. Such a reversal of roles, its significance lies in the new media from an awkward role, and has become a powerful amplifier independent main body; the new media in its many advantages on the basis of a breakthrough in the traditional media content resource control, thus the media integration process, through continuous integration, become a true sense of the new independent media.
The television media: media into the integration stagehttp://www.youtube.com/watch?v=osDZAPZ8hms
"Understanding of the future of television key, is no longer the TV when watching tv. From the bit perspective on the TV to bring maximum benefit." This is about the television media under the impact of new media and new media, the integration of a typical expression. In fact, from the television media to today's more than half a century, in recent years the change is the most revolutionary, to a new generation of digital technology, radio technology, information technology as the foundation of the new media business as one of the world's high-tech development trends, is to can't be held back the potential for radio and television industry brought tremendous changes. In the strong support network, network television, IPTV, mobile phone TV, satellite TV and other new media continue to rise, showed the rich integration characteristics.
Including network TV, IPTV, mobile phone TV, satellite TV, all kinds of integration characteristics of the new media forms have strong interaction, multiple receiving terminal and minority communication and dissemination characteristics. These features indicate that the integration of television media than the print media to go farther -- is a kind of media integration of new media, relying on the network platform, through a variety of receiving terminal communication.
Conclusion
In fact, in this thesis, the author has been in constant use of a concept: integration of medium. This is the author of media convergence on the. Integrated media, as the author mentioned above: it is the integration of the traditional media and new media's characteristics and advantages, make full use of the characteristics of the network, with strong interaction and participation, to network as a carrier platform and distribution platforms, ultimately through different types of multimedia terminal equipment presented various media forms. Shanghai media group in the survey, the young audiences are rapidly from traditional media market shunt, they are the future integration of media the main users, personalized, professional demand is very strong. In addition, in the terminal, television's growth is very slow. The traditional television is mainly for family entertainment users, using period or in the evening; and with computer and mobile phone as the representative of the receiving terminal is concentrated in an interactive and fun, day and night to have a large number of users in the use of. SMG although investigation is focused on the television media, but this has been shown by integration of media the huge prospects for development. The author believes that: the future of media development, integrated media will be a trend of media convergence. (Jilin University College of Arts / Ho Shan)
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