Discuss The Creation And Development Of Focus-media

21 centuries, information society get into a new fast development stage, people try to satisfy more information needs and character needs by the fusion and improvement of medium. In this situation, focus-media appears.Focus-media is a special social informational form under the particular ages. Its specialty lies in it is a kind of new communicational method which discriminates traditional mass-mediaand it has some properties and characteristic which the mass-media has no. So the focus-media has arrived at us, how should we get to know it actually? Communicational system must have medium and subjection, the creation of focus-media must be also decided by medium and subjection. A series of variety and development of medium can be treated as objective factor and technique support of focus-media; the latent needs of subjection are the social subject and demand source of focus-media.Firstly, the subjection of focus-media is not common mass, but is"focus". So-called"focus"is that in some times the subjection group needs same information because of having a common attribute. Secondly, the medium of focus-media should have concentrated character, communicated character and efficiently character. So- called concentrated character is the quality that means informational manufactory focus-media produce information by motive of concentrated character, and communicate to focus by focus medium. Medium of concentrated character is the premise of focus-media. Communicated character is achieved by the advanced technology of calculator, network and satellite. The network video frequency can let you carry on an instant communication with information source at the time of accepting an information, interacting numerical television can let you choose the likely program at home, but don't need bother of advertise, reduce the trouble of changing channel. Communicated character is the premise of subjection from passive to active in the focus-media. The medium of focus-media morally adopt a numerical technique, we do not worry about the noise can be doubled by the information of 1 and 0, we can enjoy the true feeling of source information heartily. Moreover, several years ago, the information superhighway seemed to be to have already developed in the high speed, and obtain good result in the application. The satellite technique lets the Earth become to have no misunderstanding and secret, let the Earth become a village, let the world become a family. So, efficiently character is the premise and body of focus-media medium. According to the discussion of the medium analyzing and subjection, we can get the definition , namely personal or group use the advanced communication technique, pass concentrated medium terrace, communicational an useful information toward the particular information need community or obtain the activity of useful information from the information source. From the expound theory of focus-media, we can get the characteristics of focus-media: purpose: the information of focus-media has big or small purpose from producing to receiving; directive: the communication must have directive in the communication process of information if having the concentrated information, concentrated medium and concentrated subjection; communicative: subjection is no only simple and passive information receiver, but also the active information receiver in the focus-media.According to these characteristics, this thesis put forward focus-media modes.After understanding the concept, properties and characteristics of focus-media we should investigate its origins thoroughly. The creation of focus-media is decided by medium and subjection factors. The medium factor lies in medium "fusion", so-called "fusion" can be treated as the direct outcome of advanced medium technique nowadays such as calculator, and Internet etc. "Medium fusion" means various development trend of multi-function and integral whole. from the essence, medium fusion first is communicational technical fusion, namely becoming a certain communicational technique after two kinds or various technique fusions, new communicational technique is not only has various technique characteristics but also has distinctive. The function of new communicational technique and new medium is bigger than the sum of each part. But the medium fusion must have a certain premise that is the application and the expansion of advanced technique, such as the calculator numerical technique, network technique, satellite technique etc. If have no these communicational technical birth, simple traditional mediums can't blend. So, most of the medium fusions are based on new communicational technique.The medium fusions are the full condition of focus-media creation. The fusion of medium brings high information deliver quality, interaction and new enrich medium to subjection. Development and change of medium bring the solid benefits and the real benefit to subjection. The boundary which between communicational medium and subjection is more and more downplayed, the function of subjection to information society is gradually highlighting. In the process of focus-media, the factor of subjection is more important. Subjection can be divided into different information need community according to the different attribute that is focus. The demarcation of these communities is not constant, but dismantle and combination constantly according to demanding information. Aim at this information's need which has a same attribute community, the medium operator also continuously discovering new medium and information to be applicable to the corresponding communities. That is to say, the medium development evolves from the change of subjection systems, but again promotes the change of subjection systems. Now the interactive promotion of medium and subjection systems helps the creation of focus-media.Focus-media is a new communicational mode, what is the relation between it and mass-media? Should say that focus-media turn into from mass-media. At the beginning, focus-media have already appeared demanding trend under no support of external factor. Subjection needs to subdivided the information's as urgent as mass-media needs to subdivided the subjection. Therefore appeared the focus-media from the mass-media media in the form, that is the communication contents subdivides, the initial stage of focus-media. Because communication contents subdivide completes on the medium, we call it "the medium subdivide". The medium subdivides divided the public's information into many small information, their information's communicate to subjection who need these information, but not all subjection like before. In the focus-media, the information communication of focus medium has "center topic", not the information platter of traditional mass media. So, the function of "guarding person" also changes, they can't put an amusement information into the financial plate, they need controls the information whole relativity. As the time, more and more "guarding person" no longer considers the standardize of information, but the informational distinctive. The different medium has the different standpoint and report tendency to the same affairs, informational differences an achievement of medium subdivides. So in the process from mass-media to focus-media, the medium subdivides play an important actor.But the mass-media is not be replaced by focus-media, the medium development is not a process which replaces one by one in order, but a progress which add one by one in order. Each kind of communicational forms have its existence theory, new communicational form just a kind of complement for information society.