From The Attention Economy To The Influence Economy

As China's media market develops, television entertainment programs, as onetype of the most popular television programs, has been developing rapidly like PrairieFire since the eighties of the last century after getting the audience's attention. It takesonly around twenty years for the changes of show patterns of Arts from the beginningof General Arts to Reality Show. The speed of development is really staggering. Butat the same time, in the process of program development, a number of drawbackshave gradually emerged. Faced with the increasingly competitive media market,entertainment producers carried out a deep exploration of entertainment road fordevelopment, realized that only to attract viewers'eye alone could not promote thedevelopment of programs any more, if wanted a long-term development, innovativethinking needed to be developed.In this paper, the preface analyzed on the background and ideas for the paper,and then made a simple description for Attention Economic and Influence Economic.In the body part, the author first made a review for the history of developmentfor entertainment programs, and analyzed reasons for the changes of show patterns ofArts from General Arts to Reality Show. China's TV entertainment programsdeveloped in the imperfect market economy environment, and due to its immaturepolitical, economic, technological conditions and the non-depth exploration of thedeveloping road of entertainment program producers, entertainment programsscreened without a thorough market analysis. The program immediately gotaudience's love after broadcast, and gained their attention in a short period, also thisalso created a large amount of economic income for entertainment manufacturers, butthey welcomed this victory with an unready mentality. Being as an industry, theproperty of the media has been found gradually, making the attention of audiencebecame the object chased by producers, but too much of worship lead theentertainment program into vulgar and kitsch errors. Then, the author made a briefanalysis on the two long-standing problems in the entertainment development underthe Attention Economic.Any development of a thing can not do without a certain environment, so does amedia product. In the third chapter, first of all, the author made an analysis of the development environment for TV entertainment programs. As one kind of TVprograms, entertainment programs fight fiercely together with other types of TVprograms for audience attention, like film and television dramas, talk shows, newsprograms, etc., lives in a very dangerous environment.Then,the author analysis thefive elements which is the composition of influence. In Section three, from theproduct life cycle theory, the author proceeded an analysis of entertainment programsdifferent characteristics in the market introduction phase, growth stage, mature stageand the of a period of recession, and stated the point of view of the extension ofproduct life cycle, the establishment of entertainment brands in the growth stage andthe extension in the mature stage. Under the Influence Economy, the attention of theaudience is only the basis for program development, and with attention as theforeshadowing to influence, in the process of influence building, brand becomes thepillar. In Section four, the author focused on an analysis of the new direction of theentertainment marketing under the Influence Economy. First of all, program itself isthe key and foundation to the development and it is a must to ensure the quality ofprogram for development, but under the Influence Economy, the importance of theprogram content is only a part of the long-term development plans. In addition, thevarious elements of program development is needed for utilization and then toaccomplish the transformation from "content is king" of the Attention Economy to"product is king" of the Influence Economy; Secondly, as a media product, theentertainment programs not only have its economic attributes, but also its uniquecommunity attribute.Under Attention Economy, due to the over-worship for program's economyattribute, it was made into a vulgarization state by entertainment producers. For thelong-term development, the author advised to pay importance not only to theprogram's economy attribute but also its social attribute, and any part of them shouldnot be overlooked. Being as industry, this property of Media products has beenconfirmed by the market. Under Influence Economy, in order to spread theentertainment programs to the market, the attention from both audience andadvertisers should be maintained, and then to make the attitudes of them upgradedfrom emotional satisfaction to their hearts loyalty. From the beginning simplyattention attracting to a brand road today, the development of TV entertainmentprograms has built an influence building and innovative ideas for development havebeen carried out. Finally, the author made a detailed analysis of both Attention Economy and Influence Economy and proposed that Influence Economy was actuallyinnovated and upgraded from Attention Economy.Attention Economy is the basis of the media industry, and media products havethe economic attribute, which requires media operators to get income for theirsurvival and development through competition in the market, therefore, competing forattention can't be blamed. However, the social attributes of media products make it toguide the audience's thinking and public opinion in the area of the superstructures,which need the attention as the basis to create their influence.