Self-media, also known as "citizen media" or "personal media", refers to a privatized, popular and autonomous new media that delivers normative and non-normative information to an unspecified majority or specific individuals through modern and electronic means. Self-media platforms include: blog, Weibo, WeChat, Baidu official post bar, forum /BBS and other online communities.
Since the media era, different voices have come from all directions, and the voice of "mainstream media" has gradually weakened. People no longer accept being told right or wrong by a "unified voice", and everyone is judging things according to information obtained independently.
Self-media is different from information dissemination led by professional media organizations. It is an information dissemination activity led by the general public, which has changed from the traditional "point-to-point" communication to the point-to-point communication concept. At the same time, it also refers to the information dissemination mode that provides individuals with both privacy and openness in information production, accumulation, enjoyment and dissemination.
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As early as the last century, the famous communication scientist McLuhan put forward a similar theory of "media is information". Its meaning is: the media itself is the truly meaningful information, that is, human beings can engage in communication and other social activities suitable for it only after they have a certain media. The most important function of the media is to "influence our habits of understanding and thinking". Therefore, for society, the truly meaningful and valuable "information" is not the content of media communication in various times, but the nature of the communication tools used in this era, the possibility it creates, and the social changes it brings.
Performance channel
Forums, blogs, Weibo, WeChat and emerging video websites constitute the main expression channels of the media. However, with the in-depth use of the Internet by individual users, the personal portal website represented by Guangwang will become a new carrier of self-media. The reason is:
First, in addition to the traditional blog's information publishing function, the personalized aggregation function of personal portal can obtain information accurately and instantly, thus forming a two-way instant information channel. The existence of this channel is conducive to cultivating a wider audience of information, thus supporting a stronger demand for information expression.
Second, personal portal can combine data mining with intelligent push, so as to promote the spread of self-media in a way that users are willing to accept. For example, the wide-heated smell mode pioneered by Broad will automatically push the content with the largest number of recommendations every day and the areas of interest to users. Although traditional blogs have the popularity of displaying information in the leaderboards, they are not as intelligent as information push.
Thirdly, the community ecological chain established by personal portal strengthens the connection between users and makes the communication between information publishers and receivers closer and more stable. As we all know, there must be a support group behind every successful self-media. The simple comments provided by blogs can no longer meet the needs of suggesting loyal fans. The traditional way is supplemented by forums and instant messaging, but these functional requirements are aggregated into the new carrier of personal portal, so personal portal will naturally become the best expression from the media.