Enter The Audience:A Research On The Integration Of Internet Content Production And Consumption In Usa

As the cradle of internet, the USA’s exploring experience brings us significant reference. In the first decade of21st century, an important change of the USA has taken place which is the integration of content production and consumption, or so-called "enter the audience", that means, the audience could be the producer as well as the consumer of internet content. This paper comprehensively explores the module, mechanism, feature and the influence etc. of this integration.There is no water without source, and no tree without roots. Its unique background of economy, politics and culture of USA has nourished the integration of internet content production and consumption. Economically, it has entered post-industrial society with the overall urbanization of the rural areas; politically, freedom of speech and encouragement of innovation has a very positive driving force; in aspect of culture, people in this immigrant country with the tradition of pragmatism and liberalism are always ready to share with each other.Concerning the mechanism of this integration, Cloud computing, the popularization and large scale application of hardware equipments caused technological globalization, at the mean time, an open, equal and sharing atmosphere of internet has made the integration more natural.The integration has permeated in many levels of our daily lives. This research illustrates the module of this integration through the paralleled elaboration of the production of character, music, video and picture. The interpersonal communication has displayed a new characteristic which is a development from unidirectional transmission of web1.0period to bi-directional interactive transmission of web2.0period and then the extensive interconnected transmission of web3.0period. Many of the American traditional enterprise have made attempt to undertake large scale cooperation via internet which significantly exhibits this integration, the extended cooperation of internet content production has been mature.The integration of Internet content production and consumption in USA poses profound impact on:When traditional media suffers tremendous impact and We Media is flourishing, the gatekeeper of traditional media is getting weaker."Enter the audience" cause the disruption of traditional organization while new form of organization is constantly emerging. It shows the lopsided superiority of operation and leads traditional organization go glimmering. This integration brings about a great deal of new economic models, internet regurgitation-feeding traditional industries and crossover collaboration breaks the boundary of different industries. In the aspect of social culture impact of the integration, the boundary of speech readily has been reshaped in public space, and the interaction about independent expression has been changed as well.The integration of internet content production and consumption in USA has a multifaceted reference value for development of internet in China. Especially in the field of Firewall and control, this research makes a thorough study in terms of tactics,idea and strategy. Accordingly, the research has a practical significance for internet in China, even the media in China. The Integration not only has exuberant vitality in USA, also has potentiality to develop in China. The Integration of internet content production and consumption will become the development trend of the internet in the future.