Research On Communication Mode Of Traditional Media In SNS

With the emergence of social networking services (SNS) such as Facebook, Myspace, Happy Net and Renren Network, SNS has become a hot topic in respect of new media study in recent years. The dominant position of traditional media are threatened due to the change in communication structure, and that sustainable development of SNS has to be faced with extremely fierce competition in this industry and among emerging applications. These two reasons make the traditional media and SNS cooperate with each other. According to the statistics for this study, over 400 traditional media in total have been present in Happy Net and Renren Network, two of the most successful social networking services (SNS) in China as of December 2010. Such traditional media achieve communication by mean of providing a common homepage on SNS. Such communication method is similar to that of personal homepage but in possession of mature communication experience of authoritative media, forming a unique communication mode.This paper is targeted at the common homepage of traditional media on Happy Net and Renren Network and makes comparison and analysis for four communication modes, i.e. interpersonal communication, mass communication, SNS communication and SNS-dependent communication of traditional media in terms of communication subject, communication content, communication process and communication effect in reference to the comparative study idea used for media form study by Sandra Ball-Rokeach, a famous female scholar who originally proposed the Media System Dependency Theory, by means of selecting several typical cases for the purpose of understanding the features and changes of the SNS-dependent communication of traditional media. It is concluded that such communication is the combination of interpersonal communication, mass communication and various communication modes on SNS after comparison, observation and experiment and that, in substance, it is the contest and balance between individual communication subject and authoritative media, between macroscopic content and microscopic content, among single direction, double direction and multiple direction of communication process and between public area and private space.This paper believes that SNS-dependent communication of traditional media is the convergence of mass communication and interpersonal communication and has unique communication advantage of SNS; therefore, in substance, efficient utilization of the advantage of SNS-dependent communication of traditional media is making use of the advantage of such convergence. However, in practical applications, the advantage of such communication mode isn't adequately employed by traditional media. By means of observing the application of each traditional media on SNS during this study, it is found that individual users shall be further developed into secondary communication subject in practical applications, that communication content is rarely pertinent to SNS features, that there is no sufficient feedback and interaction in the process of communication and that the function of guidance of public opinion hasn't worked efficiently. For these reasons, this paper recommends creating traditional media brand on SNS. According to the development trend of SNS in the future, it proposes the assumption of establishing media organization based on SNS at the end.