| Web not only provides technical support to the development of network video, but also affects the development form of the social media. Since the beginning of Web2.0era in2003, its content mode has been widely welcomed due to the emphasis on freedom, interaction, and sharing, which led to the appearance of video sharing website (User Generate Content UGC. Video content created by network video users). In February2005, YouTube-the first video sharing website in the world was founded in America. Soon later,"Potatoes Nets", a similar video site was born in China. When using such video sharing websites, individual users are not only information consumers, but also information creators, disseminators, receivers and gatekeepers. Such multiple identities of the UGC users meets the personal needs of individual users, shows respect to their equal status, and affects the transformation of social relationships due to the change of the mode of information transmission.However, with the fast improvement of the domestic video websites in the past seven years, the traditional media moguls, influential web portals, and some search engines in China have flocked into the network video industry. Faced up with the pressure of survival, network video sites that were originally created according to the UGC mode started to change their operational ideas. Since2011. there has been a mutual fusion of different media and industries in China. Nowadays, the domestic network video website has been dominated mainly by three camps:state-controlled network television, video business of some web portals and search engines and private video website. In the fierce competition, the three camps take advantage of their own resources to attract different users. However, it is obvious that these network video websites have been troubled by acute problems in their development, such as the issues of content homogeneity, copyright, high operating costs and policy factors. They are competing against each other by offering long or short TV series and HD video and by trying to be a listed company, practically ignoring the original operation principles of UGC.This paper selected three representatives from the three dominating camps in Chinese network video websites as the study object. They are CNTV (China network television), Sohu, and Potato net. Based on the theories of Communication studies and through data collection and literature review, this paper examines the formation and development of the network video media, sums up the content of each model and finds out their own Internet characteristics in the process of examination and analysis. In addition, this paper also compares and classifies the status quo of the Chinese network video media, trying to find out the problems in regard to their content mode and whether these identified problems have violated the disseminating principles of freedom, interaction, and sharing and whether the users have been enabled to enjoy the right of participation, making choices and decisions. What’s more, this paper analyses the effects of the power conversion on the media culture during the information transmission, hoping to explore the way of medialization of Internet video in the post-Web2.0era. This paper is framed as the following:In chapter one, this paper firstly analyses the connotation of network video and Web2.0. examines and summarizes the different definitions and features of Web2.0and puts forward the argument that as a burgeoning medium, Web2.0has announced the arrival of the era of personal media. Secondly, it reviews the development and features of Chinese network video media and summarizes the content modes of network video media and the basic characteristic of the video consumption. In the end, it sums up the development environment and patterns of the Chinese network video media from the variations of technology, media, and society, and summarizes the factors that restrict the development of the Chinese network video media.From the second chapter to the fourth chapter, this paper reviews and sums up the three different types of network video media in terms of the source of content, operations of individual users and interaction based on the author’s own experience.In chapter five, this paper discusses the manipulability, participation, selectivity and the initiative effects on internet users of the framework of network video websites" content modes based on statistical data from CNNIC and iResearch. It also compares the interactions of these factors in actual operations and sums up the orientations and similarities and differences of the content model of the three types of network video media. Besides, it discusses the problems arising in the development of the content modelChapter six discusses the proposed countermeasures to the problems arising during the development of the content model of Chinese network video mediaIn conclusion, this paper puts forward the argument that in the network age of web video, the building of content model should provide a user-friendly platform and a disseminating mode that advocates a full range of personal customer service. Besides, it also discusses briefly the participatory culture in the background of media fusion. |
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