Differentiation: The Groundwork Of Modern Media

The researching in this article about differentiation did not start from differentiation itself. It began on the course of knowing mass media and realized differentiation has became the feature of nowadays China's media market competition, appears a alternation between media units and the weakness of competing base line. On recent years, mass media keeps on expanding dramatically: newspaper is becoming thicker and thicker, broadcast and television are becoming more and more abundant. People have take notice of differentiation of media ever than before and began complaining the less of choosing. Domestic media market is forming the state of quantity overmuch and quality limitation. Imitating each other has been a trend. Homogenization of information leading directly to randomicity of consuming, it means the way of differentiation is the only road.The differentiation of mass media here, means seeking features so as to meet the demand of receivers, and offering information in need and extra value in ample, forming a powerful united advantage of competing.The article is made up of three parts.Part 1 mainly explain the definition of differentiation and reasons of carrying differentiation stratagem. The word'Thinkdifferent'was first put forward by Michael E.Porter, tenure professor of Harvard Business School, stresses on otherness. The definition of'Thinkdifferent'first used in the area of economics and was introduced to mass media so as to point out a short cut for embarrassed media. Homogenization and attract-imitation worsen the condition of mass media,"survive or die"is a unavoidable topic for numerous...