New and old media scramble to find sense of existence, collective Monday see

Absrtact: This "Monday See" event, the author as a complete with the entertainment circle is not related to the technology from the media, and this matter is about other people's marital feelings, the author would not want to express any opinion. Until a person asked the author a question: East Building, why are the whole of the story of the article derailed? Star infidelity is just a potluck, but why this time even I do not pay attention to the entertainment circle will be spread?

Wen/li Building

This "Monday See" event, the author as the entertainment circle is not the top of the technology from the media, plus this thing is someone else's personal feelings, in fact, I did not want to express any opinion on this matter. But a person asked me a question: East Building, why the whole of the story of the article derailed? Star cheating is just a potluck thing, why this time even do not pay attention to the entertainment circle of people will media spread?

In fact, this question is very good, the author as a researcher has been studying the spread of new media practitioners, the author is willing to express some of their views on this issue and views, but the author only limited to this incident in the dissemination of law and the new and old media some thinking.

New and old media to act together, competition brush existence feeling

First of all, the East building that the incident was so widely disseminated and reported, is entirely by the old and new media brush the sense of existence of the result.

We may wish to briefly review the whole process of this incident. March 28, there are micro-blog users, said the article and Liade cheating was caught, then more and more true, various details were burst. On the morning of March 29, Zhaohua, chief editor of the South Entertainment Weekly, said: "It is said that last night the hot words netizens commented on were: Monday see." Hold on. Great vengeance has been reported. The things are not suitable for netizens, too many gossip man! Hinted at this event is the protagonist is the article Liade and other users guess. After the incident further escalating, netizens have to the article, Yili, Liade on the microblog comments, to the 31st 0 o'clock article issued an apology Weibo to the peak.

In the early days of the ferment, the news that Weibo just broke the story, the east floor observed that there were some arguments on the microblog that the traditional media were more advantageous in the manufacture of such deep content and major events, and that Weibo could not intervene at all. It is clear that traditional media have been suppressed for some time by the new media such as micro-blogging, and want to use this "article". (This article is not the article) at the same time, a magazine also kept a lookout, said Monday see. Of course the media can not let its one special beauty.

In fact, there is no such thing as a magazine design. Basically on 29th by the micro-blog on the various media exposure of the pictures and reports on the matter to the pulse speak clearly. And the article and the Yili in the 31st 0:04 points and 0:07 issued two responses to Weibo, it completely ended the last dream of a traditional media. News has become old, a classic case of traditional media to complete the attack has been destroyed.

The incident was even more sensational than that of Faye Wong's divorce. On the popularity and the status of the entertainment circle, the article Yili, far less than Faye Wong Yapeng, Liade is half red not purple, the reason this event can spread so wide, is entirely because of the media collective speculation reasons. Earlier, there have been reports that the article offended the media, so it will incur the media revenge of the Crazy report. However, the east floor, the incident is completely new and old media in the struggle for the right to speak of the typical incident, and the article is completely belong to the students lying gun.

Verifying 2 salient features of social marketing

However, from the media and marketing point of view, the east floor also want to talk about the events highlighted the characteristics of social marketing and traditional media transformation of a little superficial view. Through this incident, we can see the 2 main characteristics of social marketing more clearly:

1, only star can detonate hot spot

Sina Weibo each time the user active peak, is not the operation deliberately created topic hot, also not the enterprise marketing propaganda concentrated outbreak, but star scandal. Yes, only stars can guide the hot spots, no one grassroots can create a topic peak, and no organization can create a popular hot event, only stars. From the last time Faye Wong and Yapeng divorce, to this article derailed Liade, is so. It also underscores the position of opinion leaders in social marketing, not only critical, but decisive.

2, the negative energy transmission is always faster than the positive energy

There is an old saying in China that good, good deeds do not go out evil things do thousands of miles. This phrase may be the first to define the typical characteristics of social marketing. Why is that? It may be a matter of human nature, but this is nothing new. When we go to a lot of portals to watch the news, you can look at what's on the headlines, in addition to the news of national leaders, most of which are negative energy news on the front, what violent crime, natural and man-made disasters, these news is always in the front. That's because the news is the most popular.

Traditional media needs to adapt to new communication environment

A magazine in response to the incident also frankly said that many people in the regret fee of the South Entertainment app did not update early, so that the site to see Monday into the Saturday see, the white loss of considerable electronic distribution revenue. However, really did that, accustomed to the free entertainment news in the moral advantage of the carnival of netizens, how many people really pay and respect the version does not share in their own way out? How many people will curse the magazine for making money? ”

Perhaps he said there is some truth, but in the face of the new media menacing, the east floor has a few suggestions:

1. Traditional media processes need to change

Traditional media is called traditional media, the most important thing is not the homeopathy. In today's social media explosion, everyone is the media era, the spread of events will be explosive, second-style, any media want to cover up news, and then an exclusive disclosure and in-depth interpretation are unrealistic. The only requirement is to be quick and against the clock.

2, breaking new and old media dispute, the media is the most important brand unity

Traditional media is changing, but not thorough enough. It is not enough to add the new media, such as the official microblog, the client, to the existing media, but to operate it as the main position. To put aside your prejudices, do not be bound by words like magazines or newspapers on your head. One of the most valuable media is the news report, followed by the brand, the last is the platform of news bearer. Do not hold yourself to be a paper media, only the headlines or in-depth articles in the newspaper published, or must be synchronized with the newspaper release. Such thinking is already out. What news is called a new word, who is willing to buy a newspaper that has no timeliness to read it.

3, the traditional media transformation should be thorough, the center of gravity must also transfer

Newspapers and magazines such as traditional media, if you want to transition is not as radical as the transformation. A magazine that no one reads, may be sponsored by a brain residue manufacturer in the short term, but it seems to be the inevitable rhythm of abandonment in the long run. For no man is a true fool, only a fool who is blinded.

Have to say, this "Monday see" event is a new and old media collective feast and carnival, but it is another negative energy transmission, the star scandal further spread widely, do not know how many couples to break up and couples.

All right. This is the case, the East building no longer comment, spring, all things recovery, we should go out, to tread outing, bask in the sun, do not waste time on this matter their valuable time.