| Internet is called "the Forth Media". In fact, it is a medium of new generation that is thoroughly different from newspaper, broadcasting, and TV. Whereas, Internet Communication forms the communication model of "individual - computer - individual" by converging the interpersonal communication, organizational communication, and mass communication. This makes the whole communication fall into a trend of "interpersonalization". As a result, the individuals become the focus of communication study. The Internet audience refers to the communicators and receivers in the conventional sense. Their psychological features include that of cryptonym, role-play, alternation, and following others. The psychological features mentioned above can often lead to anomie whose essence is the alienation of human beings by technology. The alienation of human beings by network technology is achieved by stimulating people's lust of information consumption. Internet provides technological support for human beings' struggling for the era of self-living. However, the precondition is that human beings should have to shake off the alienation. Therefore, we need an ethic that we call "self-ethic". It regards self-discipline as mean and self-happiness as object. The so-called Internet Communication self-ethics refers to the Internet audience accomplishes their self-realization and self-happiness by self-adjustment and adequate control over the lust of information. At the same time, the audience should realize the consideration for the individual at the other end by the balance between "I" and "me". The practice of Internet Communication Self-ethics can not only ensure the benefit of the subject himself, but also realize the balance of benefit between subjects. This will make Internet Communication shake off the situation of anomie, and advance towards stability and orderness. |
