| The individuality is a fashion, is the creativity, is the front, is fresh blood which this society needs, "individuality" shadow is already everywhere. most basic says ,The individuality not belongs to the country or the society, but belongs to individual basic attribute. Everybody all have individuality, the individuality is various. The new media promotion and person's free essence request make individuality awakening, people's idea start transforming from valuing general character into venerating individuality. The idea transformation finally can bring the social transformation, the mega-media times is the mass media communication time's last act, also has bred the individuality communication time's prelude– individuality communication.This article is from person's free essence and the demand level, promulgates the inevitability and the importance of the individual-oriented communication, makes effort to construct a individual-oriented communication system. cut into with the viewpoints of the small media, base to each unique individual, discuss the present situation and the future of the Communication from a small media standpoint.The full text altogether divides five parts, the first chapter is the background. Mainly pointed out we are in the mega-media times now, introduces the mega-media times'basic characteristic simply, draws out in the mega-media times ,small media communication is prosperous, the small media communication is the upholstery for the individual-oriented communication, the individual-oriented communication itself is one kind of the small media communication, too. thus inducts to the main text of the individual-oriented communication.Chapter 2——the concept of individual-oriented communication. The individual-oriented communication pays great attention to the human nature, publicizes Personality, it exists in both mass media communication period and small media communication period. Generally speaking, all communications which pay great attention to human nature, publicizes personality belong to the area of individual-oriented communication. the individual-oriented communication can display itself through mass media communication, organizational communication and interpersonal communication. In the narrow sense, in mage-media times , new medium develop rapidly, the individual-oriented communication manifests its characteristic namely for the network interpersonal communication, its main method is "the telelog ". Because it mainly exists to the interpersonal communication area and the mass media communication area, the individual-oriented communication takes these two kind of communication forms as the foundation, but actually is not simply adding the two kinds together, it synthesized some characteristics from them: the remarkable individuality characteristic, the complex significance, refusing authority, the general character to be pregnant in the individuality. As the new medium promotion is very important for the individual-oriented communication, the new communication also has some characteristic which from the new medium: feedback nimbly, full of variable, the hidden and aggregation, depending the hardware and the software in a big way, affects a broad region, having a big influence. Some characteristics of the individual-oriented communication have two sides, their impact are extreme. The suitable development can benefit the humanity, turns into one's opposite can have the huge destructive power. Studying this communication phenomenon, firstly, we have to retrospect, understand the reason for the cause of the individual-oriented communication.Chapter 3——reasons for the rise of the individual-oriented communication. The internal cause is the foundation for things to exist, it stipulates the basic tendency of things'movement and development. The external factor is the external condition for things to exist and develop, it affects things'existence and development through the internal cause, it can accelerate or delay the advancement of the things'development. The reason for the emergence of the individual-oriented communication, on the one hand is human natural which make people to pursue their own essence, on the other hand is the external environment which has great influence in people's lives. This chapter mainly through three aspects to seek the cause of the emergence of the individual-oriented communication, they are the psychological agent of the communicator, the mage-media's impetus as well as pursuing for the human natural of freedom.Chapter 4——discuss the significance and problems which the individual-oriented communication faces and will face. individual-oriented communication has already brought some changes to the society, because the length is limited, this chapter adopts enumerates form, to pointed out the prosperity. The individual-oriented communication has brought us more sources, broken the situation of the mass media to dominate the world; let audiences have equal rights to speak. The individual-oriented communication is a effective way to realize " roots cultural ";is The publicity of one's personality and a return from "common" values to the values of "individuality". Objections and questions illustrated, mainly to clarify their attitude towards two typical problems : The loss of the traditional "gatekeeper" will not cause a "horrible" consequences, when the individual-oriented communication develop to a mature stage, the problems can be solved through self-purification function. In the initial and Prosperous stage too much information can bring the world some troubles, but with the development of the society and the solution updated, the problem won't affect the main trends. Generally speaking, the problem should be viewed from the perspective of development, actively seeking a better solution.Chapter 5——history and prospects. This chapter mainly emphasizes the development process and reveals the individual-oriented communication system is forming gradually. Development process is divided into three parts. Marshall McLuhan's and Abraham Harold Maslow's theories are used to construct the individual-oriented communication system. The individual-oriented communication times is comply with the development trend of human history. The mage-media times is a link between the mass media times and the individual-oriented communication times and the individual-oriented communication times is short transitional period. Only form the individual-oriented communication on the great social and historical environment, can properly evaluate its current situation and predict its future. Information Society, the main industry is the information industry, whose main occupation is involved in the information production, information processing and information transmission. When that information has become the main industry, everyone in the pursuit of individuality, authority will be no longer very convinced, Instead people will take it the very disgusted. Therefore, the decline of the mass media is inevitable, the rise of the individual-oriented communication can be predicted. The end once again stresses the argument of "individual-oriented communication times will come", then do a far distant prospect. |
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