What impact does the micro-era have on life?

The core feature of micro-propagation is "micro"

Contrary to the huge spread of mass media, micro-communication is the spread of tiny information by many tiny forces. The decisive factor of its communication effect is not the media, but the value of key words of information. The greater the value, the greater the scope and depth of communication.

Micro-propagation is a new concept, but it is not new. Since the emergence of human beings, most of the daily information exchange from word of mouth is micro-communication. However, the prosperity of micro-communication is at the moment when various new technologies are constantly emerging. In foreign countries, one of its signs is the rise of micro-blog represented by Twitter, with 32 million users. In China, it is marked by a series of events, such as the popularity of the word "soy sauce", the tiger photo scandal in South China, the real estate director smoking expensive cigarettes and the case of Deng Yujiao.

Luan Yimei, a doctor of communication in Tsinghua University, believes that the core feature of micro-communication is "micro", that is, the content of communication is "micro-content" (a sentence, an emoticon, a picture, etc. ); Communication experience is "micro-operation" (selection, evaluation, voting and other functions can be completed by simple key operation and mouse click); The communication channel is "micro-media" (mobile phones and other media); The object of communication is "micro-audience" (minority and objective communication). The decentralized nature of micro-communication presents us with the greatest convenience brought by technology.

Micro-communication and mass communication are in sharp contrast in many aspects. Micro-communication has completely changed the mode of mass communication, making communication change from "church" to "market". Although one person's voice is very weak, thousands of people get together to form a huge agglomeration effect, which can even affect the mainstream media.

At present, there are many kinds and forms of micro-propagation supported by various new technologies in China. Its media include Weibo, SMS, MMS, Fetion, QQ, MSN and other chat tools, outdoor display screen, taxi call desk and so on. With the popularity of websites such as "no, no, what to do, whisper" in Weibo and the opening of 3G network, micro-communication will open a wider world.

The underlying causes of the popularity of micro-communication.

Is the lack of information.

As one of the main forms of micro-communication, Weibo, also known as "one-sentence" blog, is a blog-like system that can publish messages instantly. Most Weibo platforms can only send 140 characters at a time. Because the content published by Weibo is very typical and tiny, it spreads very fast. At the same time, it has the characteristics of integration and openness Users can post messages to Weibo through mobile phones, IM software (gtalk, MSN, QQ, skype) and external API interfaces. A Weibo can have thousands of followers, and many social events can be conveyed to tens of millions of people in an instant after being published in Weibo for the first time, after a lot of micro-copying, micro-forwarding and micro-diffusion.

Similarly, due to the new technology, there are also mobile phone short messages and many related products. Mobile phone has become the main communication tool in people's daily life and an important carrier of WeChat. Among them, mobile phone short messages are instant, that is, no matter where the two parties are, as long as the mobile phone network and signal exist, the short messages sent at will can be received immediately; At the same time, its communication cost is also very low, each short message is only 0. 1-0. 15 yuan, and the monthly short message service launched by some mobile communication operators is even cheaper. In addition, mobile phone short messages can be forwarded in groups, which makes the number of users using mobile phone short messages very large. Therefore, as a kind of media, SMS has already had a strong communication influence.

In addition to technical factors, the popularity of micro-communication has deeper social reasons, mainly: although it is an information explosion society now, everyone is exposed to a huge amount of information every day. However, the useful information that everyone can access is relatively scarce. Micro-propagation clips information in the most refined way, and only retains the most attractive sentence, picture or a piece of audio and video, which is convenient for receiving and spreading in a wider range; Micro-communication is also very interactive, and users can easily find the information they are interested in by searching for keywords. However, micro-communication also has its disadvantages. When a message appears in a paragraph that everyone is most concerned about, it will be enthusiastically sought after immediately, and it is difficult to take into account the authenticity of the message itself.

The role of traditional media in the era of micro-communication

In recent years, many traditional media began to pay attention to micro-communication and collect micro-information. For example, Hangzhou Morning Post's column "City E Home" has completely changed the previous definition of news by establishing a QQ group of readers and understanding the words with news value among readers. Some newspapers, such as Xin 'an Evening News, set up the "eavesdropping" column, which reported more like micro-information, with only one or two sentences each. Just because the information value is too small and the interaction is not strong, it is impossible to form an information advantage.

The mass media also make more use of micro-communication and the "national journalist" program. "National journalists" have gradually become a "climate" in South Korea, Canada and the United States, especially the Canadian news website NOWPUBLIC, where the number of "national journalists" has reached 6.5438+0.2 million.

With the rapid growth of users in Weibo, traditional media will undoubtedly have more room to play in this field. Ke Cheng, an insider, mentioned in the article "Summer in Weibo" that there are eight possibilities to realize the commercial value of twitter. According to the characteristics of domestic media, there are three main modes for traditional media to use Weibo: first, the release of media content, the traditional media can open its own platform on Weibo, and Weibo with open API can connect many traditional blog services, and then connect with the media's own website to form a more influential platform; The second is the program or newspaper reservation service. At present, there are no technical barriers to booking newspapers or TV programs through Weibo and mobile phones. The third is the audience's immediate experience feedback. Although many traditional media focus on collecting audience's opinions or suggestions, this kind of collection is neither comprehensive nor immediate. With Weibo, the subconscious audience experience will accumulate a lot, which provides a basis for the media to understand the expected positioning of products and services and the gap between user experience and quickly adjust and improve.

Undoubtedly, the arrival of the era of micro-communication is a threat and an opportunity for traditional media. We believe that more and more media will provide more wonderful answers on how to use the content, form and media of micro-communication to open up the blue ocean of traditional media.