Since the media regarding the definition of long-standing debate, Baidu Encyclopedia interpreted as personal, civilians, Cape generalization, independent of the communicators to modern, electronic means, not specific to a particular majority or a single person transfer of new media in general normative and non-normative information.
This defines a mouthful read, my personal understanding is blog, microblogging, micro-channel, paste it, forums, BBS and other social media platforms based transfer of information. With the "two micro end" in the quality of UGC (user-generated content) on the competition, more and more from the media center of the pan. The past two years, with the rocket-like growth rate, micro-channel became China's largest concentration camp from the media content distribution. Leading to a lot of people think from the media is tantamount to micro-channel public number.
Have this understanding is not surprising, users are to go along with the theme. Today's self-media and past very different from the conventional media have too much stigma blog era, he has a strong personal style. Today more and more organizations and groups, opinion leaders involved in this process. In my opinion, it is a lot of money involved in community organizations from the media, or from the media of our perception has been upgraded from 1.0 to the individual age groups age 2.0.
The reason why I think that 99 percent will die from the media, since the main point is that the media based on the individual units will be batch sank. This article is to discuss the personal from the media as a precondition. First, look at what spread the honors from the media. The author lists the following.
Since the media content easily spread several genres
Know almost body. The so-called know almost body is to have a large number of specialized vertical field of the intellectual elite for a long time to create quality content for readers. Since there is no lack of such an expert on the media, they are not the views of industry leaders is immersed in this industry for many years, he has a wealth of experience. Such people write articles vulnerable to fans in hot pursuit, if the topic of sex is strong enough, the moment will be in the circle of friends detonated. Such self-media features are: clear-cut stand, viewpoint unique, deep inside, the audience clearly, many fans.
Concert body. It commonly understood Concert body namely: use sensational headlines to attract the reader's attention. Commonly known as: title of the party. The title of the party due to the bosom of the Salon some disrespect. In that lack of knowledge and publishing less flourishing era, Concert is a lot of young artists spiritual food. Some netizens concludes that "Concert of the title," the four weapons: the title function, the force was heading into effect "dotting" style; the rhetorical arts, and strive Jiyangwenzi characteristic changing; the sophistication text was distinctive poetic force language style; the title of new ideas, a strong force provision of visual impact. Since the media in such a 10w + Salon article body flying genre.
Chicken body. Health Chicken, Chicken Soup, chicken Success has flooded in from the media, which seems, reason everything, and then stuff the eggs, not only captured the parents who, friends and colleagues of the heart, and even Aunt Square and the ivory tower of the students have suffered. If not exposure to which professionals, some things are very difficult to identify the authenticity of this from the media generally give people a sense of unknown vigorous feeling. Just a little bit of something with the money, and health, and sex, and success-related, can achieve good spread. Because there is no strict constraints and norms, and the corresponding rules and regulations, out of context, heading the party, rumors overwhelming.
Entertainment gossip body. Broke all kinds of scandals, tear force pinch frame, privacy something that is most loved by everyone, not too serious thinking, simply tag evaluation, moral judgment can derive joy. In an entertainment-oriented era, a star of the scandal will be overshadowed by news of a national disaster. And in the social media entertainment gossip things, it has become a staple of conversation.
The author exemplified the genre is more than a few large content from the media in the dissemination of the most common, common sense should guide public opinion in terms of the audience, the audience to go along with the media, and for self-media, just the opposite. Readers interested in what the author wrote what. Precisely because of this, it is difficult to grow from the media - is always subject to worry about. Obvious bottleneck.
Since three bottlenecks media development
First, the influence, the lack of credibility of the guarantee. Simply speaking from the credibility of the media is difficult to do, from the aggregation of traditional media brand endorsement and various network resources, since the media's influence will be a corresponding impairment, brand refraction effect is more emergent in the circle . Many media people thus evolved to chase a hot chase trends. To do the media, there is no precipitation, no future.
On exposure, since the media has also been a greater restrictions, although Baidu hundred, headlines today, a little information, microblogging, micro-channel, Netease, Sohu, Phoenix and other portals, clients are provided from the media content distribution channels, and some even as high-authors out of the "support" of conditions, but because users are gathered in a large part on the microblogging, micro letter, qq and other platforms, leading to contain a lot of media people have to suffer from the platform . No credibility and influence from media, the basic hard to expand.
Second, in terms of content, it is difficult to maintain the continuity of the depth of coverage. Since the rapid development of the media has accelerated the process of information explosion, relying on hotspots grab grab headlines from the media will reduce bulk, replaced by exclusive content and depth of coverage. Since the media will depend on the survival of vertical depth and content. If you can not complete this transition, a group from the media will disappear on their own.
The so-called in-depth reports from the media, that is, when the focus of a major event occurred in the field, can penetrate mining and clarify causality of events to reveal its essence and meaning, and to provide constructive solutions according to their own judgment and experience. The former alone from the media for some people it will be difficult to achieve, so that the back is even harder.
Third, the commercial value is difficult to assess. We can say that the first two are to pave the way for the commercial value, but since most of the commercial value of the media is still reflected in the ad, to micro-channel public platform, for example, the current mainstream advertising model focused on: recruitment, PR draft, wide point pass, advertising rental on. Ability to start a little number in the public sellers. Although I have heard some media gained a certain self-xxx xx yuan investment fund, the valuation of millions. However, since such a body type of one media platform by Restriction too; on the other hand is facing the user's retention pressure. Because the number of fans on the public to the quick, go too fast, the fans almost no loyalty at all. Since the media is based on the number of users to the valuation or pricing based on the content, it is difficult to determine.
In addition to these three major bottleneck, there are the following two factors restrict the future from the media:
Content production. Since the media in content production, content is still the continuation of the traditional mode of production. NPC influential media from print media have had experience in serving on paper media business models and business processes well known. And some even did it with founder par location, and then came out alone. But even so, most people still rely on the form from the media text output generated content. The text is far too simple, in addition to the news, industry comment, science advertising, it is inadequate. If the case in audio, video, images, animation and other areas come to the fore since the media made it very valuable. While some agencies from the media type in the audio and video field has made good results, but do not deep enough, not enough fun and interesting. I believe that since the media have the opportunity to usher in a greater diversification of the vertical field of development.
Business liquidation mode. For most people, from the media mature business model is still uncertain. There was general practice is to produce professional quality content, we have sufficient voice and influence in specific areas, in exchange for advertisers and investors of all ages. Of course, this is the ideal state. Real life is another frame. First, choose high-quality content in their own (from the media) platform first, then Multiple submissions. While doing some immoral, but the platform can not provide decent compensation from the media, the impact force greater than the cash. On the one hand from the media have a strong weakness and dependence, need these portal platform for brand endorsement; on the other hand, through the media platform to expand the visibility of the individual platform. So tortuous realizable way, very few people can Wande Zhuan.
2015 winter is from the media, the media will have a large number of self-evaporation in the winter (which is not necessarily a bad thing). But that does not mean the industry since the media will disappear, in my opinion, at least from the media's development of these three directions.
First of all, from online and offline landing. A considerable number of people from the media is playing word games and made master concepts. As the old saying: paper come Zhongjue, must know this practice is essential. Theory with practice, let feelings landing. This is the only way the media people. Behind closed doors, on paper are not necessarily what the eggs with. Analogy: If A is a network of red or industry opinion leaders, through social media has accumulated a large number of loyal fans, but also for the industry where their deep understanding of the unique, the best way is to go from online and offline the two were combined, and then explore the new model.
Secondly, the content of the carrier to the community as the core to electricity providers to profit. Communities like warehouses, content is the logistics, electricity providers namely products. Since the media is content for the reader and the author is to connect the bridge, this bridge will be the same interests, common values of friends gathered together, and then work together. New media age, by the content of space becomes increasingly narrow profit, more profit space is supported by the contents of the back-end electronic business products. Social + electricity supplier to go up the road although difficult, but always rewarding (to criticize micro letter, really a bit slow progress, but we still feel a great success on the micro-letter friends to advertising made), but the media + electricity supplier, the author believe it is a greater likelihood of success (here talk about it, and I do not look promising microwave electric provider, one micro-Bo missed the outlet; the second is in the business of distribution adopted a series of aggressive behavior, resulting in a large number of big V "evacuation"). Content electricity supplier will become a general direction.
Third, the single point of breakthrough, to build the industrial chain. From the field of vertical or cut their own good, and then to build the industrial chain through this area. If A is a trainer O2O field, his approach should be to start training business presentation to start, and then writing a book published, and then do the community, and finally consultant, some of ability can be self-built team , their own business. For most people from the media, it will take some time and accumulate in the beginning no funds and resources scenarios, can only step by step. Like short cut from the media eventually to failure.