Study On The Communication Of Mobile TV In The Context Of Fragmentation

Mobile Television, one of the new information technology products, contains not only all the technical characteristics of new media, but also similar contents of the traditional media like television. Particular features such as mobility and portability, two-way-interactivity; personal media, etc. make it stand out from numerous of new media, and get full attention. With the development of society and economy, the public split into different groups because of the different social status, economic conditions, education level and world values. Thus there is a new condition of"fragmentation", which also produces a new communication environment. Since the gap between individual's life style and thinking patterns is widening, and the phenomenon of the split of audience is becoming obvious, the demand of accurate dissemination and personal medium will sure be more intense. In this new context of"fragmentation"communication, how should mobile television unleash its core competence and communicate effectively? How should the industry of mobile television break the dead lock and stand out in the fierce competition? These are the questions going to be discussed here in this paper.There are four main parts in this paper.The first part introduces the research background and literature review, study purport, purpose, and method.The second part presents the definition and concept of mobile television, and analyzes the media characters of mobile television and the construction of mobile television's"fragmentation"context. Mobile television has digital media's features of high degree of convergence, portability and two-way-interactivity, superiority of mobile media's mobility, and also personal media's"private"and"personal"features. As a new media pattern, it needs to be adjusted to the communication context as well. The trend of"fragmentation"of society influences the field of media, which now shows the"fragmentation"condition of communication subject, audience, way of communication, and communication content of mobile television.The third part shows the status of the development of mobile television in China, and analyzes the shortage and problems facing China.The forth part mainly, based on the advantages and characters of mobile televisions, discusses its development in the context of"fragmentation", and tries to analyze the core competition of it through the spread of finance and economics news.