The Uses And Gratification Study Of The Mobile Internet

The Internet shows us a huge flat world, while the mobile Internet allows everyone to become a "center" of the world. Mobile Internet allows people to receive and send information through the day and night with mobile devices. Information aggregated into fewer, clearer layout,and human-centered information set. Such a change is undoubtedly revolutionary."Mobile Internet era" has come. And this is the study stands on.This study starts from the definition and connotation of the mobile Internet, and interpretation of the "mobile Internet" from a cultural perspective. The mobile Internet is both an extension of the Internet and mobile ", but also the experience of a new model of the Internet, on behalf of all the lifestyle it is re-shaping. The paper summed upmobile, instant, seamless and fragmentation as the characteristics of mobile Internet, respectively from the media hardware (mobile)the dissemination of information (instant) and media culture (Seamless and fragmentation).The second chapter is the research of mobile Internet audience "uses and gratifications", which has adopted a method of combining survey and ethnographic interviews, both empirical and verification, and complementary data and interpretation. The questionnaire includs online surveys and multi-field survey of the population of different gender, occupation, age, education level and income, to understand the needs and attitudes of different groups of people, and got the following conclusions: gender differentiates in use of the Mobile Internet; crowd of different ages use differently, and always showing the positive or negative relations; the higher level of education of the population, the lower the dependence of the Mobile Internet; high income people relatively low dependence on the Mobile Internet;private owners show larger differences in the use of performance out of other occupations,. The paper subsequently focuses on technology and demand, as well as social and demand proposition.The audience is real demand for mobile Internet, or "technical" guide, or misled "fashion" exaggerated by the media. Cited the Diffusion of Innovations Theory,the paper puts forward technological progress has brought the audience to meet the demand, and different audience shows different acceptance of the technology. At the same time, demand is always the object "consumerism" advocates, the media is also to some extent for its waves."Apple", for example, on the one hand, it represents the most cutting edge technology to meet the needs of the audience; the other hand, it has become the symbol of fashion."Apple" labeled seems to be more meaningful than others. The driving force behind Apple myth is worth considering.The paper is also concerned about the negative impact of mobile Internet on audience physiology, privacy even to the "fragmentation" way of thinking, provides useful ideas and rationalization proposals through of the analysis of Japan----a pioneer of the mobile Internet:to speed up the setting of relevant laws and policies; establish the dominant position of the operators in the mobile Internet development; efforts to explore in depth of advantages mobile Internet to develop irreplaceable products; focus on building a harmonious mobile Internet culture.In the end, this study concluds that:First, a clear understanding of the characteristics of the mobile Internet is the basic premise, comprehensive grasp the role of the parties and their limits, to clarify the dominant direction and the leading force in its future development is the priority; Secondly, the audience is the core elements of the development of the mobile Internet, with20years development of the Internet the audience is now more mature, sober, independent and rational; again, foreign experience can give us some reference, but the development of our country also has its own particularity; every participant, researcher are required to maintain a calm, sober-minded and strive to grasp the essence of the phenomenon; at the same time, relevant administrator also the policy level should make a more comprehensive grasp and guide to build a healthy, harmonious mobile Internet culture.