"Going Central" bankruptcy from media: The origin and Transformation of carnival

Under the salute of traditional media, "since the media" this concept finally fire to no longer fire, some people continue to contribute to its building, painting a new wave-like chronology: "2011 micro-Bo Year, 2012 micro-letter years, 2013 from the media year, the meaning is, With microblogging and micro-letters as a social platform for several years, the producers attached to the above finally ushered in the fruition harvest season.

In fact, "from the media" is not a new thing, but a product of the shell-like those professional draft professionals, more than 10 years as a day to participate in the TV show, constantly changing the personal packaging, and finally in some days to fill the right place and become the Zhongxingpengyue of the Reds. Paul Lazasfeld, an American sociologist who put forward the "Two-level communication theory", as early as in the 40 's, under the sponsorship of the Rockefeller Foundation, through mathematical model of the political campaign for the deduction and analysis, found that the mass media (television, radio, newspapers, etc.) and the contact between the people there is a certain blind spot, And the blind spot has been redefined and conveyed by some civil activists, such as a cowboy who likes to talk in a bar, and has the ability to influence the public community within the scope of his radiation. This kind of active molecule, by Paul Lazasfeld called "Opinion Leader" namely so-called "opinion Leader", later with the business intervention and the flourishing of marketing, "Opinion Leader" is considered to add an attribute "key", became "key Opinion Leader ", translated into Chinese called" Key Opinion Leaders, "depicts the definition of height and vertical components.

In my early years, I have hung Tianya and Sina Forum of it layout moderators, at that time fun, and not much sense of responsibility, the past is often not on the line, the occasional login after the discovery of mailbox full, full of PR companies to apply for the establishment of cooperative relations, delete posts Besty, the top designated posts Ba Yichi, Long-term deep cooperation telephone details, and so on. In addition, many web site blog channel Editor, is also the focus of public relations companies to conquer the object.

For no other reason, the benefits of content organization are still much higher than the production of content, publishing a post/blog is not difficult, but to get it to a short period of high exposure, or need the media level of impetus. Of course, mammies each have the doorway, once Shankhi "network hands" also have some rough case, "ban Wanglaoji" in Tianya by 7x24 hours of the Navy turns top post manually, eventually made two demolition 41 night fame.

As for the "media" from the use of micro-blogs and micro-letters to surface again, perhaps this will go back to the "central" bankruptcy of the proposition.

"Going Central" bankruptcy: The Internet is a hive

Standing in the history of the Internet process to see Web2.0, is undoubtedly a great revolution, the first time in the history of mankind to truly have the right to produce information, in 1998, Tainan successful University of hydraulic engineering students Tsai for 2 consecutive months every morning in their own university BBS update love novel " The first intimate contact, with unstoppable potential to sweep the Chinese Internet circle, but also by the way the television, publishing houses, portals control the rights of the passed.

The trend of User generated content soon leads to a perception of "going central", in short, refers to the choice of options in the number of the blowout, the original user's catalyst, may only be published in the market of the dozens of kinds of newspapers, can receive the signal of the dozens of television stations, Content output capacity of dozens of portal or professional website, but now, such as the spring bamboo shoots gush of BBS, blog and other platforms completed the steps to shuffle. In theory, each user can be a center-this is the most obvious application of Peer-to-peer download mode, the Internet will evolve into a huge hive, no one knows you are a dog, and nobody care about your real identity is not Michael when Na Siconi.

Returning the content itself from the role is the greatest feature of "going central". CCTV reports, "Andy Lau's agent said" no longer exclusive title to the content, open the Forum page, row after column, is a title list of another, users by clicking, reply to complete the vote, common operating content rating and sequencing. In essence, the "Go to the center" behind is a kind of egalitarian mapping, you are professor, I am a gangster, we in the forum post, the weight always consistent.

However, the problem that "going to the center" is not solved is the quality and quantity of the content. The production of equal content does not bring about equal income, and the irrational characteristics of the public often cause the consequences of "bad currency flooding the good currency", when the role (that is, the author) of the space is suppressed to the extreme, the "title Party" as a convenient channel to attract browsing, the forum's information experience began to deteriorate, all kinds of sensational, "History of the Most XX" Headlines flooded the page, and the beneficiaries of "going central" were also victimized; at the same time, along with the development of Web2.0, the amount of content has also been the explosion of growth, a newspaper read the days of the world is gone, when Tianya one day new posts you can not read the end of a year, "to the center of" It becomes an extra burden.

Through the moderator and editorial system to amend the problem, there is no good effect, after all, using the "recycling center" approach to improve the "go Central" disorder, in itself is the value of the latter veto. From the external point of view, the search engine for information screening and screening, to a certain extent, shunt the pressure of information overload, but the search engine is only a tool level entrance, and the index results thousand people side, do not personalized, also not smart enough. When the distributed forum community is gradually replaced by an aggregated social networking site, both content producers and consumers of content are beginning to realize that content quality is ultimately determined by character quality, in order to filter unlimited information within a limited time, we must pick up the idea of "centrality" and introduce social relations as a drive.

In other words, from "centering" to "going central" to "central", this is not a step-by-step cycle process, before and after two "central" has the essential difference, Zhongxiang and exercise books are the center, but the former one is CCTV assigned, TV viewers do not intervene right, can only passively accept and love, But the latter is the network users themselves by clicking on the action button to create, but also the complete retention of the "fruit clearance" right.

In this context, "from the rise of the concept of media, the perfect Fit McLuhan (Marshall Mcluhan) in the 60 's" media is the message "theory:" Any media (that is, any extension of human) on the individual and social impact, are due to the new scale of production; " Any extension of us (or any new technology) must introduce a new system into our affairs. ”

The most original communication theorist of the 20th century: McLuhan

The new scale of "self-media" dependence: Dual attribute of producer and monitor

So far, blogging is still an excellent platform for writing, and even as new social media such as Facebook and Twitter continue to grow, blogspot (the world's largest blogging service provider, acquired by Google in 2003) has continued to grow, The flow of traffic in the global TOP10, but why "since the media" in China's prosperity has to wait until the decline of blog, micro-bo/micro-letter rise of the period?

Again, Marshall McLuhan came out--in the media of understanding, McLuhan put forward the controversial "cold medium and heat medium" binary method.

The so-called "cold medium" refers to the medium form of low definition, require the audience to be deeply involved, deep involved to fill up the message, and "hot media" refers to the high definition of the medium form, it provides the audience with sufficient and clear information, does not leave so many blank for the recipient to fill or complete.

In the internet has not been created in the the 1960s, people for the use of "hot and cold" to divide the nature of the media is not understood, especially in the definition of "cold medium"-the high definition of "hot media" is nothing more than movies, books, radio, people through watching, reading, listening to learn No need to also have no right to make feedback action, but can produce real interactive "cold medium", what is the corresponding case exists, at that time there is no standard answer, telephone is a case, but whether the phone can be counted to the media category is popular, still doubtful.

Until the Paruzhi of digital technology and the endorsement of Wired magazine, McLuhan was put on the title of "patron Saint" by founder Louis Rossetto, people realized that his definition of "cold medium" contained the grammar of future completion, Its corresponding case is the spread of the internet and new media.

And in the field of Internet, still can subdivide "hot and cold" difference--Forum, blog is the "Hot media", although they have replies and comments as a tool for user participation, but the primary and secondary components are very significant, and lack of response performance-a post in the forum after the issue of whether someone replies, the post does not control the right, More dependent on the forum's own ecology and Heat, a blog post was written, readers can also through the various channels such as RSS to read, comments and the relationship between the authors lack of tightness, not to mention the impact of each other. But to the popularity of micro-blogs and micro-letters in the form of "cold media", user response performance by the unprecedented amplification process, usually, micro-blog after release, within one hours to complete the micro-Bo received the most of the response (of course, the corresponding content of live life is also proportional to the loss), Micro-letter can be instantaneous arrival of the audience's mobile terminals, giving the author a very powerful creative drive, "forwarding volume", "Praise Times", "one-to-one reply" and other means to give the content of higher dimensional rendering. Once we said, "There are 1000 hamlet in the eyes of 1000 people," but these 1000 hamlet are isolated, and now, the 1000 hamlet finally has the opportunity to meet each other, looking at each other and their differences.

As a result, "self-media" has actually found its place in the process of adapting to a new dimension: the content of the formulation began from the plan to the market, "topic will" has become obsolete, users will actively disclose their own concern trends, the market again to "hot" as packaging, "from the media" to follow up, feed the user's information map.

This is also why the current "from the media" to the role of commentators, because in the era of information overload, narrative overflow, only the point of scarcity, users never lack of news, they need more accurate and unique interpretation.

The centralization of the communication platform also makes the content easier to be combed and counted--your post at the end of the earth was turned to mop and a curse? You wrote a blog in Google Reader by 10,000 people to collect? Sorry, the producers of the content have no sense of any of these benefits, He can only keep the number of words such as "browsing" and "commenting" that are posted in his own hands or posts below. In micro-blogging and micro-letters, "from the media" both the content of producers and monitors of dual attributes, like a spider under the net, received praise, flattery, indifference, disgust, opposition, ridicule, nu scold panoramic view, when the author and the reader no wall barrier, knock a few keyboard can do a poll, "people" is really become a Extension of the "medium".

Business prospects for "self-media"

The commercial society, the media is always the important object which buys, uses the influence to exchange the interest, is also many Chinese media's survival law, even if only has contaminated the media boundary "from the media", has no exception.

Of course, with such a long history of the precedent, "from the media" in the squeeze on commercial interests also logically inherited a set of standardized procedures: the number of Xu Li, holding a group of force, endorsement of hard. (Is it very close to the method of cultivating micro-broad?)

Keeping a number is the only way to build a personal brand. "Since the media" is more than "media" a "from", it is because "from the media" there is no rich second generation, each "from the media" to their own platform yell, hard work dirty dirty, Lo Zhenyu to "logical thinking", Cheng in the "cloud technology", is to create a clear column-style title.

The reason for the joint force is that there is also a difference in weight from the media. Cheng has nearly ten years experience in the media circle, Lo Zhenyu behind also not lack of NTA force, in addition to these starting line by the former, more "from the media" are not enough personal charisma and professionalism, not to mention in the commercial cooperation to fight for bargaining rights. PR should know, customers to the budget is difficult to partition, you have to dig out from 1 million to 3,000 to "from the media" A, 2000 to "from the media" B, picked out 4,000 to "from the media" C, not to mention customers look distracted, they will be dragged dead. So, the benefits of holding a regiment emerged, internal, can integrate "from the media" resources, play the role of broker as "media" agent business, external, can eat a large amount of the budget, and then transferred to the internal "from the media" digestion, pull high KPI numbers.

Endorsement of the hard, is the current "from the media" the only way to become a cash. In other words, "since the media" even the self-proclaimed fans vertical transmission precision, but the final exchange of the weight of the proceeds, is still CPM, with personal brand reputation and reputation value. Which day Weibo or micro-letter opened the monitoring authority of the data so that the third party can come in to crawl the CPC and CPS effect, most "from the media" is doomed to the true colours, because "from the media" of the transmission force and can not be equated with charisma. By contrast, I have a friend, operating 10 or so beer and Skittles QQ Group, the daily schedule is full, organizes, arranges and participates in various parties, sings K, eats, the reservation card seat, then from the KTV, the dining room, the bar takes the consumption commission, one months down, also has 50,000 renminbi up and down net income, lives also compared to many "from the media" Much more moist.

To say that I am looking at the business value of "from the media", in fact, or else, "from the media" the way to the realization of the value of the current-point of view or excerpts, you can not have thunder, but also to squeeze rain. Sohu It has interviewed American science and technology blog Gigaom founder Om Malik, the middle-aged man from India struggled to get into the media job in New York because of lack of ivy, and during the day he worked at a moving company to carry a sofa closet from one apartment to another, with two to three packs of cigarettes in the evening. Write articles to the tech media. Later the story can be called another "American Dream" model, his personal blog has gradually surpassed his "Business 2.0" website, and, under the advice of VC company True Ventures, Om Malik has transformed a personal blog into a "self-media" platform (tech blog), And in 2011 to get a B-round financing, valuation breakthrough 40 million U.S. dollars, this is the U.S. technology industry's reputation gigaom.com. Gigaom abandoned the commercial model of advertising, but dug deep into the core authors of the analysis and prediction capabilities, launched Pro (Professional Edition) subscription fee services, to provide market-oriented, forward-looking industry research reports, is considered to be GigaOM.com's biggest profit fulcrum.

China's Internet technology in the field of today's "from the media", when there are more than one company or its products, some people dare to buy into the reader of the enterprise stock, loss of insurance and compensation?

There is also a case of local more grounded gas, but not the internet industry. The Peugeot Citroen owner in Beijing should not be unfamiliar with the name "old repair car". The car refitting and repair business in Beijing people in the Love Card car forum, the Pacific Network for the users in the car maintenance of the problem on the issue of advice and guidance, not only by car friends as a professional and expert "repair car Master", and gradually have their own car repair companies, websites, Weibo, there are still more than half of the passenger flow is brought by the Internet. Service is also the embodiment of the value of "from the media", and how many "from the media" to play the role of a warm-hearted? It is my work with a subordinate, has been troubled by the micro-letter to the enterprise marketing efforts, I said you go to add Pan of the micro-letter public account, ask his opinion, she really went to and Pan chat, It is said that there are a lot of advice, this case in many more famous "from the media", but it is very difficult to encounter.

In the course of the completion of this article, this part of the view also encountered a lot of opposition in communication, "since the media" that their influence is comparable to the orthodox media, and this influence is the guarantee of the liquidity. In fact, "since the media" of course have and must have influence, otherwise can not buckle this hat, but this influence, more just attention (attention) stage, distance action (line power) is still far away. For example, Wei said he was most disgusted with the use of "pseudo proposition", "closed-loop," no one "and other words of the article, The Listener heart, I was ashamed of the tight, because these nouns I am often used, and then carefully written, WENBI will also use Word tools to search again, for fear of dragging the text in the process of these words. However, this attention driven by the very rare action, and reached the rational level, left ear into the right ear out, give a "praise", half an hour to forget the stubble.

The circle has a solitary "from the media", follow the Cheng to find companies to take big orders, given the price is 5000 yuan an advertisement, said that the emboldened is also full, their own several micro-letter public Account fans add up does not lose to Cheng, distribution of the site exposed resources in the flow is also far better than cloud technology, but the other side of the reason, The final price drop again, the transaction only 500 yuan plus a Bluetooth headset, and finally because the enterprise side of the effect is not very satisfactory, Bluetooth headset is not sent. I've also asked a client who wants to advertise on Cheng's micro-mail, why pay attention to this "from the media" rather than another, there is a neat reply, "We heard that Ma is also concerned about Cheng, our project if it can arouse the interest of Tencent, let them to buy, This 10,000 bucks is like a lottery. ”

Not really.

Beware of boost and impetuous

YouTube, which has been created for eight years, is still studying how to improve and innovate the presentation of patch advertising, no business model can be erected in just a few years, microblogging and micro-credit popular, but that is Sina and Tencent assets, and "since the media" in fact, there is not much to do, Tencent yesterday was still chanting words, It means that the micro-credit public platform is not a marketing tool. You are selling kites in the square here, and they will start building a swimming pool tomorrow.

Take a long view, slow down your steps, and be quiet in your mind. This is a cliché that can no longer be a cliché, but it is really the only sentence that can be put to the "self-media" who think enough to change the world to listen to. To really want to get rich, the time to go to the stock market to select 50 stocks to track, three years down is definitely more than the daily sweat to write a map of the paper is more profitable.

In the "from the media" as a career decision-making, should be cautious. Away from the lake, away from the business, away from the actual combat, will only make a sharp knife gradually blunt, mirror complex. Some people think that Cheng article quality, since 2013 has been deteriorating, more to chat records sucks, micro-blog by extracts to offset the content, this is a corner of the corner, dividends to eat the inevitable cost. (this word posted, will certainly offend, but I still posted, just to share different views.) )

"From the media" should be more fun, not to act as a creative machine, occasionally do not work, indulge the emotions, more real and valuable. Micro-Credit Public Account No update of the content of the whole body is uncomfortable, this baggage or less back for good, not to fall into the "serious you lose" emotional trap.

Like me because of the negative evaluation of a certain article is slightly too high and angry simply to be canceled column editor 24 hours to open a phone call firewall for one consecutive weeks every night by playing games and reading, do not learn.