The Rise Of Individuals Under "Relationship Empowerment":the Study Of Traditional Media Peoples' Transition And Development To Self-media

The emergence of the internet is a reshapement revolution for media industry in China.The internet overturns the original communication structure and relationship,and decentralization has become the most prominent feature of Internet communication.Meanwhile,the statue of the audience has been improved unprecedentedly.Traditional media is no longer advantaged and declining under the impact of the internet.However,with the popularity of internet as well as the rapid development of mobile internet technology,there comes the birth of self-media,indivisuals can own media that belongs to themselves.Media channel has been through development periods from blog,Weibo and Wechat,the self-media as an new communication channel has continuely brought new life and energy to this industry.Traditional media peoples' transition to self-media goes with the way from the shapement of the opinion leaders stage to system-wide entrepreneur building stage.From the start of the foundation of "Luogical Thinking" by Luo Zhenyu,during a short time between six to seven years,traditional media people have changed self-meida ecology by means of high quality generated content,comprehensive communication channel and multiple profit models.The transition development from traditional media people to self-meida both in media form and economic mode has driven by the market logic,profession logic and communication logic behind,those internal and external reason has an huge impact on the transition.And it's realized mainly in three modes:content generate from news resources to professional resources,internet product oriented knowledge generated mode,and socialnomics in a whole internet scale mode.The traditional media people who have transformed themselves from the media have mainly achieved self-building through three models:the shift from news resources to deep-sourcing of professional resources,the knowledge-based production model based on Internet products,and the community economic model built on the entire network.This research shows that different from tradional one-way communication,self-media has realized two-way connections and interactions between indivisuals,self-media has become an important point for relationship connections.Self-media set up by traditional media people has realized strong connections between users.The joint of the expection of people,affection resources and social identification has become the most important relationship resources.In the relationship empowerment of media,traditional media people has become "internet celebrity" through their personal charisma;become opinion leaders through reconstruct indivisual language privilege;created economic value through realizable content,realized their personal development transition.Self-meida which in a dynamic situation faces a lot of new problems,how to realize the sustainable development of self-media needs more deeply research.