The understanding and explanatory crisis of Internet marketing and network communication in China (1)

Chinese legendary Kung fu superstar Bruce Lee when talking about Kung fu understanding, so commented: "Beginners martial Arts, a fist is a fist, a foot is a foot, but after years of enlightenment, a fist or a fist, a foot or a foot." "What he means is that many things are changing, how people think about things, how they do things, but some things are still the same." The International 4A Advertising series is published again in the context of today's profound changes in society. "International 4A Advertising" series is located in the actual operation of advertising basic concepts, basic knowledge and basic methods, no matter how the external environment changes, there are still some essential things are unchanged, but for the "change" as the major theme of contemporary society, we must be "change" to re-examine these essential, Basic things. The emerging forces represented by network information technology are reshaping our society, in the advertising communications industry, the "four Media (Internet)" and "Fifth media (Mobile Internet)" as the representative of the rapid rise of new media, is subverting the traditional business model, some traditional business ideas have a revolutionary impact.

1, from "abnormal" to see the nature of the new media: New Media is a philosophy

New media, represented by the Internet and mobile Internet, is booming, super girls and super men, cottage culture, human flesh search, pornographic door, Baidu incident, CCTV exposure spam messages, push-ups, psoas, soy sauce and so on events, in the traditional sense of communication can not reasonably interpret the "abnormal" events, emerging, Shaken some traditional communication ideas and foundations, through these social events, people began to explore the network of methods and laws of communication, but under the old knowledge framework can not fully understand these phenomena, causing a person to produce a sense of anxiety and crisis, such anxiety and crises in the traditional media, advertising marketing industry, Dissemination of news and other areas of mass communication spread, the direct impact of this "anomalous" is that the traditional media ads are diverted to the new media, while many traditional media also began to change the form of the network, and even a large number of traditional media practitioners began to devote bulk to the network industry. December 2008, the U.S. annual income second, the total circulation of the third newspaper group, founded so far 161 years of the United States in Chicago Forum Company (Tribune Co.), due to the serious decline in advertising and the impact of the network media, officially declared bankruptcy protection, became the first to apply for bankruptcy since the network of major United States newspaper group, there are some important traditional media began to turn the overall network form. At the same time, the network video of a large number of emergence, but also began to the traditional television media impact.

People began to think about this "anomaly," said Mr Liu Yan, chief executive of Phoenix TV, New media: "The new media form is a kind of technology, essentially a philosophy." "Liu Yan that in essence, the new media is a kind of experience of the revolution, the way people live and the right to speak the revolution." Kuhn, an eminent American philosopher of science, said: "Especially in a period of acknowledged crisis, scientists must turn to philosophical analysis as a tool for unlocking the mysteries of their domain." ”

In the article "Deep Rationality, Cold objectivity" in "Mobile media", I refer to the "paradigm" view of American scientific philosopher Kuhn, that the current examination of new media should be discussed from a philosophical perspective, which involves the thinking paradigm of traditional media. If we want to interpret the impact and perplexity that the new media brings to us correctly, we must jump out of our traditional mode of thinking to discover new rules and new laws.

2, Kuhn "Paradigm"

The structure of the scientific revolution is the classic masterpiece of scientific philosophy in the 20th century, the author of the American scientific philosopher Kuhn that the history of scientific development is a history closely related to the scientific community, and science as a complex process that expands in time and space, The inherent nature of its development law is inseparable with the subject of the process. In Kuhn's view, science as the result of the activities of the scientific community, it shows the scientific "paradigm" of continuous improvement and continuous change. Kuhn refers to the "paradigm" is the way of thinking. Kuhn said: "Paradigm is a recognized model or model," the scientific community obtains a paradigm that has a standard of choice, and when the paradigm is taken for granted, the problems of these choices can be considered to be solvable problems ", he thought" paradigm is a mature scientific community in a certain period of time accepted the research method , problem-solving and flowing. Therefore, accepting the new paradigm often requires redefining the corresponding science. ”

Kuhn further pointed out that paradigm is metaphysical, above the rules of the concept of Agreement: "Historical research also has a regular display of a higher level, quasi-metaphysical commitment, although these commitments are not the immutable characteristics of science, but less subject to space and time constraints." "This set of commitments is both metaphysical and methodological." "I think the rules are going to be a paradigm, but even without rules, paradigms can still guide research." The existence of "paradigm" does not imply that any set of rules exists.

The scientific community mentioned by Kuhn in the discussion of "paradigm", which is now understood as the community of communication industry, the community of journalism, the community of marketing industry, the community of network industry, etc., before the advent of networked society, these communities are irrelevant, However, the high-speed promotion of the comprehensive network of the community has been a myriad of intersection, for each community of the original "paradigm" caused a strong impact, an industry-wide integration of the landscape appears, such exchanges and collisions will reshape people's way of thinking, change people see the point of view.

3, "The Crisis" brought by "abnormal" is the prelude of the change of thinking "paradigm"

Kuhn said: "Although there is no obvious basic importance of an anomaly, but its application has a special practical importance," 2008, from the beginning of the mobile phone, Shanzhai drama, Cottage Street, cottage newspapers, cottage news, Shanzhai search engine, and so on debut, the Spring Festival in 2009, the network appeared on the "Cottage gala The culture of the cottage to the climax, the mainstream of CCTV's "Cottage Spring Festival Gala" attitude is not to participate in, not to exclude, as a new thing to carry out the countermeasure study, as a leader of traditional media, CCTV also needs new thinking to look at the Spring Festival Gala on the network. "Sometimes," says Kuhn, "an anomaly can lead to a clear and basic generalization of the paradigm," "All crises begin with the paradigm becoming blurred, and the rules of conventional research are relaxed."

A few years ago, on the internet, "a murder caused by a steamed bun" was a parody of the film The Promise, entertainment of the public, this low-cost rapid dissemination, and completely subvert the traditional way of propaganda, "grassroots" as the representative of the personalized era of comprehensive infiltration of social life, "super female" appearance, the interactive spread to play to the extreme, Perfect interpretation of the spread from "passive" to "active" to "interaction" of the transformation process, personalized to further Zhang Yang, because of the network, "grassroots" class has a personalized platform, personalized is a social civilization and progress of the embodiment of personalization is human, The full release of individuation benefits from the popularization of network technology and the social environment of Tolerance and Society, America's new president, Barack Obama, has expanded the use of Internet Information technology to the realm of political life, and the mainstream American media commented that Mr Obama was unlikely to be elected without the Internet and the mobile Internet, a seemingly perverse, essentially normal, All this has forced people to look at these endless "anomalies" with a new vision and perspective. Many professionals have come to realize that traditional ways of thinking do not solve the problems posed by "anomalies", as Kuhn says: "When an anomaly reaches the point where it appears to be another problem of conventional science, it begins to turn into crisis and very scientific." So the anomaly itself is more commonly known by peers. More and more prominent people in this field are paying more and more attention to it. ”

"From a paradigm of crisis to a new paradigm in which the new tradition of conventional science can emerge, it is far from a process of accumulation, that is far from being a process that can be achieved by the individuality or expansion of the old paradigm," Kuhn said. Rather, it is a reconstruction of the field according to the new principle, which is one of the most fundamental theories in the field of transformation, as well as the reconstruction of many of its normative methods and applications. During the transition period, there will be a large number of problems, which can be solved by the old paradigm and by the new paradigm, and there is never a complete overlap between these issues. But there are also decisive differences in the way they are addressed. When the transition is complete, professional vision, methods and goals will change. ”

4. Scientific Revolution is the revolution of New World outlook: Paradigm is not cognition but faith

Kuhn believes that because the paradigm is not cognition but faith, the substitution of the old paradigm to the new paradigm is not the deepening of the understanding of the scientific community, but the transformation of belief. In the case of advertising communication, the traditional integrated communication belief is based on the media investment return that pursues the advertisement effect, is "one-way" and "blind", while the advertising effect can not be directly linked to sales, and in the network era, "audience", "directional" accurate dissemination of the possible to "interactive" As the core of the experience economy, the data volume marketing become the mainstream marketing way in the 21st century! Quantitative management and evaluation become important means.

In the evolution of science, Kuhn says, the new knowledge replaces ignorance: "The transformation of paradigm is the revolution of science." A paradigm that passes through revolution to another paradigm is the usual development pattern of mature science. "The scientific revolution is here to refer to the non cumulative events in the development of science, in which the old paradigm is wholly or partially replaced by a new paradigm entirely incapable of being compatible." The paradigm provides a definite theoretical position in the field of scientists for all phenomena except anomalies. ”

In addition to establishing a new worldview, the most important sign of the rise of the scientific paradigm is the establishment of its own basic concepts, theories and models to form the core of the scientific paradigm. The network communication platform has just arisen, the network communication community with technology as the background uses a set of terms and means completely different from traditional advertising to redefine network marketing and network communication, click-through, keywords, attention, traffic, orientation, conversion rate and so on, these new terms are still constantly erupting from the network, And show a huge market value, in recent years, the search engine bidding rankings, web alliances and other new advertising methods to change the layout of the media.

These are not new things in traditional thinking, it is impossible to interpret these new things with traditional knowledge, which contains the seeds of the "revolution", Kuhn stressed: "The scientific revolution also originates from a small group of people in the scientific community who gradually feel that they cannot use the existing paradigm to effectively explore a certain aspect of nature, And the previous paradigm in this aspect of the study is to play a guiding role. ”

So far, because of the rapid development of the network, still can not determine what the final form will be, but the new thinking and new ideas of the spark constantly flashed, Kuhn said: "Most of the new paradigm of the early forms are rough." Most of the scientific community has long been persuaded by other means when its aesthetic appeal is fully revealed. However, the importance of aesthetic considerations is sometimes decisive. The new paradigm must be beautiful! (Continued ...) ）

(Note: This part selected from Haisong monograph "Network Fragmentation Spread" book)

Haisong Introduction:

China's wireless marketing theory pioneer, mobile media experts. There are 20 professional bestsellers such as "The fragmentation of the network", "Mobile Media", "The fifth media", "Wireless Marketing" and "wireless advertising".