Reflections on Media Ecology

If you have an exclusive message, then how do you do? In previous times, you may call the hotline to get royalties, but in today's Internet age, you are likely to send microblogging, WeChat, to get more More forwarding volume, traffic and attention.

But this may be just one part of the current media landscape.

"Yang Mi Marriage" refraction of information dissemination of new ideas

Some time ago, there is no doubt that "Yang Mi marriage" is entertainment headlines . From the announcement of the wedding, to the wedding day, all the media resorted to every means first-line shot. As the Goddess of the East Building, that day certainly can not be free, in a major network of maliciously chasing a star, and found a very interesting phenomenon.

First drying out a few pictures.

【Source: Sina Entertainment】

[Source: Sohu Entertainment]

[Source: Tencent Entertainment]

From these three portals, for this entertainment event, nothing less than is still a regular report, the content is reported on the spot, tidbits and so on, the form is the text, pictures and video, but because of this unprecedented marriage of Yang Mi The opening up, everyone at the scene there is no so-called exclusive reports, only the camera position and shooting angle is different, the news content is exactly the same.

But what is interesting is Tencent Entertainment, in the topic has a "micro-live broadcast" section. Click into the wedding guests, one after another to share some of the 8-second video to share, including wedding room layout, make-up, bridesmaids blessing, wedding vows and private banquet and other "first scene" information, which inverted and some public video some do not The same, quite some exclusive broke the news. These exclusive videos, the next day has also been cited by many other media, especially Yang Mi exclusive wedding micro-as many as 100 by the major TV, video sites and other media as well as a variety of social networking sites, playing in less than 4 hours Broken tens of millions.

See this lively broke the news, may be some of the entertainment in the field who have long been cursed a bloody after the editor in chief, to know such a big event, not afraid of everyone did not fear that no other home you do not have, omission News is a taboo for all the media. I remember before the big S and Wang Fei's wedding, strict security of all reporters have amassed. Since we all can not get in the film, then it, but it is expected that a network of media veterans at the wedding scene, exposed the wedding infield photos, exposure comparable to live, which allows the media to fry Opened the pot, directly on the scene soared swearing words. But Biao finished useless after the dirty words, the work still have to do, swiftly according to the photo immediately written, lest half a beat slow.

Indeed, traditional entertainment media reporters get the content of the way hard to force. Late at night to the airport Dunshou, posing as passers-by to the mall ambush in the stars of the mansion under the walls of the grounds secretly hidden, not only starving frozen caught the exclusive news, but also the media should not be respected or even despised by stars Known as the "paparazzi."

Talking about Media Ecology and Media Survival

Having entertained these media people's entertainment experience, had to return to the current media ecology. In particular, the closing news of the recent Evening News, China Business newspaper cancel the advertising department to build a large platform for thinking, the traditional media can be said to be in an unprecedented anxiety.

Perhaps in many people's eyes, the traditional media and new media such boundaries, the performance is still more obvious, in the transmission of information, the traditional media on behalf of the authoritative and in-depth nature, and Web sites, microblogging and other new media, on behalf of Timeliness and shallow reading. This thinking has even affected all media bigwigs once and for all, so that the traditional media transformation faltered. But nowadays, because of the low cost of reprinting flat media information, the more they benefit from these online media, the more and more people get the information from the network, microblogging and news clients.

When it comes to this point, many traditional media are beginning to take the initiative to transform themselves into new media. If they can merge with the new media, they will be able to save their lives. This will have to make people feel again. Do not you see the media integration has been discussed for N years, but really can do less, and some although the establishment of a new media department, but still a set of two men, nine to five work, do is to electronic The contents of the version moved to the Internet, edited under the other site news work. As I wrote in my previous article, "How to Create a Party Using Internet Thinking," which mentions that if there is no disruptive thinking, it is still a dead end, which is only a question of time.

But on the other hand, in the society where the explosion of information has even exploded, exclusive and premium content has become a scarce commodity. The most important thing for traditional media lies in the acquisition and output of these premium content. However, in the Internet era, how It is even more worthwhile to realize the maximization of the value of such information acquisition and output, and to achieve "people without me and people with me."

From this report of Yang Mi's marriage, we can see some new angles of thinking. That is, high-quality content in news events often falls on some casual platforms. This seems to have become a "news man" Another extension of value. This content will be a clue to follow up the report, or become part of the content itself, or become a tipping point of content aggregation.

From this point of view, no matter how the times, the "content is the king" of information transmission is still not out of date, but the performance of the form is not the same.