Collective Intelligence In The Internet Age

Network crowdsourcing is a new behavior of network communication depended on collective intelligence. Network crowdsourcing has made the audience become initiative producers, which played a leading role in the process of formation for collective intelligence. However, in recent years, with the development of crowdsourcing website,there are problems such as low platform security, the lack of honesty, low quality of production content and imperfect pricing mechanism.This paper attempts to take collective intelligence as theoretical basis. It tries to study representative websites as individual cases among the industry of network crowdsourcing and make a summary of experience for it by researching and presenting related literature of crowdsourcing and collective intelligence. It analyzes practical problems of crowdsourcing website and explores the development road of collective intelligence production in the crowdsourcing mode. This paper includes the following parts:The first part is introduction, and it mainly elaborates the research background, the research status and the research significance, trying to explore theoretical basis and new research direction for this paper by sorting literature of crowdsourcing and collective intelligence.The second part is a sorting of crowdsourcing websites in China, including generalizations of the history of crowdsourcing websites, different types of crowdsourcing websites. And it presents four types of crowdsourcing sites to compare.The third part of the paper discusses the development motivation of crowdsourcing website from the perspective of external cause and internal cause. External causes include the market environment and the development of technology, and internal causes include the need of the enterprise for collective intelligence and the motivation of the audience to participate in the production.The fourth part mainly discusses the practical problems like safety, credibility,content quality, pricing mechanism exposed in the process of production of crowdsourcing from the perspective of crowdsourcing platform, outsourcee, contractee,crowdsourcing product, and reward for the task.The fifth part proposes a solution for the practical problems. The platform can increase the sense of belonging for the group by improving the technology and the protection of intellectual property rights, launch the power of collective intelligence to assist management to avoid dishonest behavior, optimize the mobile production methods to improve the quality of production and complete pricing mechanisms to regulate the process of paid content production .The sixth part is a conclusion that discusses the development trend of crowdsourcing websites. There are four directions for crowdsourcing website to develop:the first one is that the creative design website will transform itself to integrated development model;the second one is that the sharing website will be charged; the third one is specialization of vertical industry; the forth one is that the service-oriented crowdsourcing website will expand category diversification.Network crowdsourcing is a new kind of network propagation mode at the same time, and an instance of changing status for the audience. In the time of User-Generated-Content, it has a unique significance for the audience to participate media content production and help to improve dissemination way. It can expand the range of communication research by studying the audience's behavior of network information production and transmission, and also provides reference for the development of communication industry.