And look at the Internet, the traditional media

In the current rapid rise of internet media, the Internet media wave after wave of the impact of traditional media, but each time did not lead to the demise of traditional media, but in fact, in different areas of focus, the Internet media in different degrees to the traditional media has a far-reaching impact. What is the impact of Internet media on traditional media?

Borrow the Internet development of several popular keywords, the author here will be the impact of the Internet on traditional Media 1.0, 2.0, 3.0 three stages, this article used to throw bricks, welcome you to correct.

Shock Wave 1.0 era: Network channel and the Rise of UGC

In the present information age, with the rise of the Internet portal, the Internet news portal Sina, and so on, the Internet media from the media and transmission channels of the dominant point of view of the traditional media has caused a shock, and directly led to the result of two, one is the original so-called mass media unconsciously changed to "traditional media", The other is to break the mass media monopoly of the channels of communication, abruptly opened up a public, can be quantified, interactive new electronic communication channels.

The typical characteristics of this era can be described in a rainy day, the impact of the attack once let the traditional media unprepared, but also let them choose to use the joint ban to meet the challenges, and ultimately failed to confront the trend of history, but also learned the practice of Internet media, opened the traditional media new media exploration, The so-called traditional media new media departments have been set up, media news sites have been rising ...

If the impact of traditional media channel monopoly and impact is the shock Wave 1.0, then such as forum, blog, microblogging and other Internet products, through the UGC model, the major Internet giants (with four major portals) and the use of "cognitive surplus" strength, with "platform" advantage, The challenge of starting the status of the subject of traditional media content production can be summed up as the shock Wave 1.5 era.

At this stage, the Internet media in the interactive, interactive, user-centric and "UGC" concept under the guidance of the traditional media to break through the content of the main role of production, and the traditional media into their own content suppliers, and is not a major supplier, and with the number of UGC content increased, quality improvement, Gradually will be specialized repression for a long time to liberate the grassroots, the outbreak of astonishing power, the Internet media has achieved the absolute core of media status and influence, the four media, the fifth media has gradually become a popular and social consensus.

Summing up the basic characteristics of shock Wave 1.0 (including) 1.5 times, the Internet media has influenced the media as a business subject in terms of professional and channel influence, and has not touched the traditional media as the core position of enterprise property management, In other words, it has not fundamentally affected the foundation of its business model-advertising revenue, or the extent of the impact is far from the impact of the business level is so fierce, perhaps the traditional media should be grateful (wry smile), but after a round of shocks, another round of shocks followed.

Shock Wave 2.0 era: The double loss of advertisers and content talents

With the impact and influence of the Internet on the monopoly status of traditional media channels and the status of content production, traditional media has been gradually weakened by the long-term operation and the communication influence formed in society as media identity in the business level, and with the rapid development of Internet industry, Access to the people living in the Internet products and services capture more audiences, but also make the internet in the eyes of the people gradually become prominent, so that greatly squeezed the traditional media in its mind position, the direct consequence of this effect is, as a keen observer of the general public preferences trend of advertisers, The first time to shift the focus of its attention from the traditional media to the big platform on the Internet, also brought the arrival of shock Wave 2.0, that is the Internet for traditional media as the foundation of profitable enterprises-the impact of business model, the popularity of advertisers weakened, the direct result is the decline in advertising revenue, a kind of the root of the situation ... ...

The effect of bones, the effect of the impact, is from the shock wave of the 1.0 era follow-up, as in the earthquake, the heavy casualties are often the aftershocks after the strong earthquakes.

At the same time, the reduction of revenue, resulting in the traditional media to maintain a high living life has become an impossibility, the internal system practitioners are stirring; on the other side, with the development of the Internet tool level, the maturity of the open platform, a "from the media" of the "vampire" In the past, the main character of the traditional media content production was attracted to the wall, while the traditional media business model structure had a impact on the talent foundation of traditional media.

At this time of the scene with "the house leakage of the night rain, ship late again to the wind" to describe the current dilemma of traditional media is the most appropriate.

If the shock Wave 1.0 era represents the impact of the past, the Shock Wave 2.0 era represents the impact of the present, then the Shock Wave 3.0 era, the impact of the future is where?

You read 1700 words, nothing but the highest tide of the 3.0, here first recommended my article, "towards the Poles"-the traditional idea of the transformation of the paper, the paper put forward my views on the direction of the traditional media in the future, that is, "one pole to the media, towards the high-end;" Towards the service, towards the community , and the middle as the mass media attribute of the public communication part, must and also have to be included in the Internet media platform, including the new communication entities to operate. ”

It has been very clear that the mass media is part of the Internet media platform to operate, This is also the impact of the shock Wave 1.0 and the 2.0 era, Internet media to achieve the stage of achievement, or the results, seize the hands of the site, and left the only two directions to the traditional media choice, perhaps we feel that this means that the internet impact of the "second boot" also landed, everything should be calm, but not necessarily (Boldly deduced from a personal perspective only).

Shock Wave 3.0 era, the fading of an industry halo

In the future, traditional media may be able to find a way to develop themselves in the future by means of a package. Either to the government or to the corporate consortium, but this is far from the end, and the last path is fraught with crisis, as the giant internet predators, especially bat, still haunt the road, The impact of the traditional media shock Wave 3.0, that is, completely faded from the traditional media industry halo, the media demand for the lowest, and ultimately let the media have no way to go.

Please listen to my judgment.

In the future, a kind of "2B from the media" (we should know how to read it), please remember that I invented the new term, the future, with the major internet giants set up a social platform, tool platform, media platform, business platform gradually mature and perfect, the function is constantly excavated, It provides more opportunities for grassroots forces, including media writers, to achieve their media ideals or create a rich dream, perhaps a "cognitive Surplus 1.0" era in which grassroots forces are maximized.

However, as this trend continues, the users of open platforms built on the internet giants, such as bat, are extended from media writers to media organizations, or traditional organizations, such as Durex, a media organization that spreads through the Sina Weibo platform, Through the micro-credit open platform for service delivery from the media organizations (enterprises)--merchants Bank, Southern Airlines, so far these days through the micro-letter "Wind chimes" platform for transmission-Tsingtao beer, cool, Mercedes-Benz, and other such as the spread through the iOS client's Nike running shoes ...

At this time, the impact may be the traditional media industry, but also to the central, direct bypass, the impact is subversive ...

This may be summed up as a feature of the "Cognitive Surplus 2.0" era.

Lin Lin all kinds of "2B from the media" (imprecise definition should be, a traditional enterprise-like for-profit organizations rather than individuals, through an open network platform to support, to expand the brand impact of enterprise organizations and substantively promote product sales and customer service to achieve, And it is a media product that operates with media or medium attributes. The rise of a wave after wave of corporate organizations run the media-wide platform of the upsurge, this craze is no longer simple performance for once enterprises have to build their own internet sites, as well as the construction of independent e-commerce sites, but set the traditional Web site to complete the brand communication and the establishment of E-commerce website to achieve real sales as a whole. What's more, even the company's CRM system construction and Customer system platform construction needs Tencent micro-trust platform for you to consider, if the micro-trust platform to further such as "Ming Road", "enjoy the customer" product again integration, a low-cost, highly operational corporate media communications and sales platform is built, At this time of the enterprise for the traditional media advertising needs, information dissemination needs, how much? It's impossible to estimate, maybe only time can tell you me.

So summed up, traditional media has been the channel monopoly, content production, industry status with the maturity of the Internet platform and the service object (customer) use of Internet Tools and platform awareness and level of improvement, and constantly be impact and influence, and finally in one day, with a synthesizer platform and tools ( such as the emergence of micro-credit platform, so that the impact of the worst (for the traditional media) as a result of the industry or the existence of the industry's aura gradually weakened ...