The Audio-visual Media Reform

With the dramatic development of communication technology and the integration and evolution of different kinds of medium, some new kinds of media come into being. The new media brings us great changes in our society, culture and economy. It is an important and urgent task for us to study on the new medium. Internet is the original place of new media.Along with the rise of Web2.0, a new kind of internet media——Podcasting cameinto being. It is becoming the most popular new media after Blog. Podcasting was born in the late of 2004.It spreads rapider in the world than any other media. Blog appeared in the 90's of last century. It influenced traditional newspapers and magazines. As audio or video Blog, Podcasting is greatly changing the traditional Audio-visual Medium of broadcast, television, etc. It will lead a dramatic revolution of communicationm. Podcasting is leading the trend of audio-visual network. It is announcing the coming of a new age, which is characterized by Participatory of Multimedia. As an important part of digital intertainment industry, Podcasting plays an important part in the devolpement of the whole media industry and the culture industry. It is an important and urgent task to study Podcasting new media ,find out it's characteristics, regulation, trend and communcation changes, point out the problem exists in the development and put forward some suggestings for it's industral development.The thesis bases on Podcasting and it's communication changes in many aspects. It and adopts some key pionts and theories in communication, culture, sociology, psychology, economy theories, points out it's problems and trends, then provides some suggestions on it's industry development. Interms of the research method, this paper is character-orientaled, and illustrates some key issues by introducing and analyzing some podcasting texts and cases. At the same time, it investigates the communication reform by fully comparation and analysis.There are 3 main parts in this thesis: introduction part, main part, and the conclusion part. In the introduction, it generally concludes the profound and wide communication changes brought by Podcasting, and points out it's significance in communication, culture and economy, and introduced it's research frame work, method and creative pionts. The main part of the thesis is divided into 7 chapters. There are 3 minor point in each chapter. The former 2 chapters are about the defination of Podcasting and the communication changes. The last 5 chapters are about the media analysis, content analysis, audience analysis, controling analysis and influence analysis according to Harold Lasswell's "Five Main Factors" thories. In the 1st chapter, it studies the definition and communciation property of Podcasting; gives an background analysis of technology , consuption-orientated socity, mass culture and amusement economy; generalizes the globalization devopment status of Podcasting. In the 2^nd chapter, it is about the changes in media environment.It uses the culture and communication theories, inculding the Public Sphere Theory of Jurgen Habermas , Hegemony Theory of Antonio Gramsic, Pseudo-environment Theory of Wallt Lipman. The 3^rd chapter: media analysis .It creatively defines Podcasting "Audio-Visual We Media". It is the first time to give a systematic definition ofPodcasting——"We Media" and compares it with the mass media. It also analyzesPodcasting P2P network mode, and finds out it's great entertainment and economy functions. The 4^th chapter: content analysis .It analyzes the distinct intertainment character of Podcasting content with symbol theories, distinguishes it from traditional broadcasting and television content. The 5^th chapter: audience analysis. It mainly analyzes the reason why the Podcasting users are tend to use their true name instead of false name. The 6^th chapter: controlling analysis. It invented the Podcastingcontrolling mode——The Former and Later Weak Controlling Mode. The 7^thchapter: influence analysis. It researches on the Podcasting agenda-setting function, and rise out the view of Mobile Podcasting making up the Digital Divide. In the conclusion part, it emphasizes the key role Podcasting plays in the field of media, pointes out the problems existing in the development of Podcasting and problems we should pay attention to in our research on the Podcasting internet communication.