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Author: WangZuoFei
Tutor: ChengShiAn
School: Fudan University
Course: Journalism
Keywords: New shelves Long Tail Media Group Change and Remodeling
CLC: G206-F
Type: Master's thesis
Year: 2008
Downloads: 144
Quote: 1
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Abstract


When digital technology on human communication and social lifestyle disruptive change, the relationship between media, message and the audience along with amendments. The face of the mass media debris and fragments of messages, the audience is essentially no longer select media, choosing instead to messages, because new technology has solved the people all the information to identify and select possible. Based on the development of digital technology, new media (shelf), are accelerating the shunt traditional media audience, audience attention, and advertisers, which makes traditional media suffered double segmentation of media operations and message consumer market. This is a trend, it is irresistible. Technology to redefine the relationship between media, message and audience, content production encountered by traditional media, communications and media industries business problems will only get externalization. The general pattern of the Media Group is still in the bloody \In the absence of clear guidance of the concept, most of the media group hovering in the old and new media, and experimental reconstruction of conducting media ecology, frequently entered misunderstanding. This paper tries to for these formats chaos, through the era of new communication highlights the long tail theory perspective, analysis of the media group in exploring media ecology changes and remodeling of existing practice case, pointed out: old and new media is not a spear and shield, traditional Media Group original popular contribution unit (head) will not be a new market profit contribution unit (tail) replaced by a different form of the spread of fusion and aggregation by specific category management, precise communication, information and adsorption advertising value will be further manifested, at this time, the old and the new will be benign docking propagation medium and interactive content to choose which route of transmission is not important, even the new vector-borne form on behalf of the \The Macro Content dissemination of traditional vector-borne with a more effective means of communication, \Began to form something called the \contain media debris and content fragments \

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Information and communication theory > Communication Theory
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