A Study On The Transformation Of Audience Issues In The Network Environment

New developments in communication technology have brought about great changes on human's communication activity. The Internet, as new media after newspaper, radio, and TV, has not only has satisfied people's needs for information, but also has exerted influences in good or bad ways on traditional media. In terms of technology, Internet media communication has already completed its integration of various forms of communication. In terms of function, it has got rid of centralization (which means information spreads in a small group), and fulfilled its goal of participating and sharing among people. The Internet media communication is characterized with spreading through the Internet, massive information, fast speed, global vision, personalization among netizens, multimedialization in expression forms, and freedom to interact with others. One typical example is an audience issue on the Internet, which makes information more and more personal, and makes communication more and more interactive when spreading. Its development maximizes the right of audiences to have access to information, and fully guarantees their freedom of speech. Meanwhile, an audience issue on the Internet puts forward great challenges to it in traditional media. The role of the Internet media and traditional media has changed as the status of them is changing. In other words, we can assume that resting on an audience issue's development on the Internet media, it is now getting out of"a small scope"and entering into public view.After I analyzed an audience issue on BBS forums, and sorted out my research results, I have found that an audience issue on the Internet is generally going through a dynamic phase from proposal, to transformation, and to disappearance. My paper is mainly to focus on the transformation of it on the Internet. Having researched its development, associated with recent cases, and analyzed its feature and law in the transformation, I hope that my paper can further approach actual affects of an audience issue on the Internet, and wish that the agenda of an audience issue online has a sound development among netizens in future.This paper consists of three parts, among which part one introduces the transformation of an audience issue, based on a particular case in Tian ya Community, and part two and part three are the key parts of the paper, giving systematic and detailed analysis of its transformation.The first part gives a general introduction to the transformation of an audience issue. It generalizes threes requisite factors in which there are the existence space of an audience issue, information volume in themselves, and its social guidance. Combined with concrete cases, the whole process of an audience issue on the Internet is therefore analyzed and sorted out. From my analysis, proposal of an online audience issue and formation of public opinions form an interactive process of double circulation between the Internet and traditional media. One is that suggestions of a small group of people turn to opinions on the Internet, and then online opinions flow to traditional media. At last social feedbacks are produced due to numerous interactions between people's suggestions and traditional media. The other one is that public opinions from traditional media run to the Internet, and then pools ideas coming from netizens, accelerates, enlarges and diffuses the influence power of traditional media. Both flows are beyond the actually affects of interpersonal or traditional communication, which produces greater influence on the real world, and promotes development of public affairs.The second part, based on views of mass communication, analyzes and induces features and laws of the transformation of online audience issues. Depending on an analysis of the case in the first part, it is discovered that transformation of audience issues is a dynamic process, in which participation of netizens and following coverage of traditional media work together to push issues to enter the society from the internet. Thus social influences will be created under this context. In this process, the flow of issues is unknown. Although the Internet elites are still there, affected by the derivation of the issues concerned, speech right of the elites only exist in the derived issues. If that works in this way, the leading role of the elite on conduction is greatly impaired. Thus, without the control from the Internet gatekeepers and elites'conduction, the flow of issues is uncontrolable. Second, after transformation, derived issues are inconsistent in their contents. Meanwhile issues are not completely gone after entering the recession stage. This is because the remained favor can be formed over time by repeated mention which is intensified by media, especially by the internet.The third part further looks into influences of the transformation of audience issues from the aspect of social reality. The first chapter is to discuss formation and transformation of audience issues in terms of information sources and online gatekeepers. Therefore, a new form of cooperation between audiences and journalists will lay a sound foundation for public opinions. The second one mentions influences produced by the transformation of the audience issue on audience and media, ones that include the realization of audience's right to have access to communication, their personal satisfaction of depending on the usage of media, and effective supplement to"the fourth right"of the media, and so on. Among these aspects, we should take aggressive measures to cope with online illness that refers to negative talk and attitude on the Internet. We should also recognize its rationality and reduce its adverse effects, by leading netizens to return to natural state after their release of bad emotions. The third chapter is to discuss social effects of the transformation of audience issues, and to demonstrate that audience issues has sound influence on social stability and social supervision.At the end of the paper, following conclusions can be drawn. First, it is both sides of a contradiction which are strong and contradictory that propel an issue to go on. Second, the flow of an issue can be unpredictable. Third, dynamic situation in the process of an issue's transformation is an inconsistent development. Fourth, influences of an issue which comes to an end still continue, due to reparation of similar issues mentioned over a long period of time.In terms of mass communication, the paper analyzes existence conditions, traits and affected factors of an issue's transformation. It also, from the aspect of rationality, evaluates the dynamic trail of an issue's transformation, and finds the inner relationship and law between traditional media and an audience issue. The purpose of this paper is to seek for greater development space for netizens'participation, and to find a conjoint point between traditional media, the Internet media and netizens, which will promote the integration of audience and media.