Research On The Characteristics And Problems Of Blog-dissemination

The main topic of this article is the blog-dissemination, it discusses the disseminative advantages and practical effects of blog, which is the newly transmitting tool in the cyberspace. This article focuses on the unique technical characteristics of blog, especially reveals its specialities differing from traditional media. Then it discusses the new transformations and experiences brought by blog in personal publish, knowledge filtering and accumulation, interpersonal communication; especially researches on the impacts and changes from blog- dissemination to the traditional dissemination, communication and intercourse. Furthermore, it discusses the difficulties and challenges confronted with blog- dissemination. Finally, this article sums up and reflects the advantages and defects of blog, then expects its applications and prospects.Part one is the summarizing of blog. As a newly personal publishing tool in network, blog has the lowest access, the most convenient usage and the broadest application, all these make blog to the important platform for the personal network dissemination and personal communication in modern information-times. Blog is the individualized carrier for expression, the immediate platform for promulgation, the open media of dissemination, and the commutative information network. As far as the promulgater is concerned, blog is a "zero entry barriers" personal publishing; as for the content of dissemination, blog is all-inclusive; as for the dissemination channels, blog break up the traditional media's "said the one-way" and achieves a "multi-directional exchange"; as for the audience, blog realizes the"syncretic of pass-and-accept"; as for the effects of dissemination, blog creates a colorful and lively discourse world. This paper uses the concept, "blog communication ", to describe, abstract and generalize the way of dissemination, which uses blog as media and instrument; Then analyzes its disseminative shapes, disseminative courses and disseminative effects.Part two focuses on the breakthrough and transformation of modern society brought by blog-dissemination. Firstly, it analyzes blog's superiorities relative to other instruments of network dissemination. Then it illuminates the challenges from blog-dissemination to the traditional professional media, therefore, it concludes that, blog helps to constructing a new "public domain" and cyber-democracy. This article thinks that, compared to BBS and personal homepage, blog is more transcendent and revolutionary, it integrates their publicity and individuality merits. Relative to traditional mass media, the breakthrough and transformation of blog-dissemination are: from technical monopoly to zero barriers, from elite checking to civilian open-saying, from opposition to interaction between subject and object, from "agenda setting" to theme-pluralism, from creating a "ecological environment" to exploring the "real world". And the superiorities of blog-space to structuring "public domain" and cyber-democracy are: blog-space helps the participants to fully communicating with the media, it is conducive to the formation of "dialogue" and helps to eliminating the rule of power-dominating, it promotes the rational exchange in the state of non-mandatory, it helps to raising people's public spirit and democratic habits.Part three discusses the problems and difficulties confronted by blog-dissemination. This article thinks that, blog-dissemination is essentially one of the internet communication technologies. Fundamentally speaking, it is inseparable from the technical characteristics of its carrier, network. Therefore, blog-dissemination technology has been unable to extract itself from some of the shortcomings and deficiencies of network. This part begins from reflecting and reviewing the shortcomings of blog-dissemination, then analyzes its relationship with the traditional media; also basing on the technical defects it discusses whether blog could create a new "public sphere". The main problems faced by blog-dissemination are: practical existence, dummy existence and "digital divide";"information-ocean"and blog"isolated island"; non-centralizing and elite-centralizing, allowing unrestrained freedom and short of responsibility; the covert infiltration of power and commercial temptation.The conclusion sums up and reflects the advantages and defects of blog, then expects its applications and prospects. The freedom and openness, as well as the public participation of blog-dissemination give us reason to look forward to a better future, they also give us the reason to expect a pluralist era of self-media which has greater freedom and greater openness. However, we have to point out that, the virtual scene created by network technology is largely the"inverted image"of our real world. We may be elated for the future of blog, but at the same time we cannot avoid the paradoxical phenomenon of blog-dissemination: the so-called"mass- dissemination"has made so many people's voice "debrisized", which is overlooked like the "background noise", after the filtering only the traditional media's voices are left; the"freedom"of blog-space has been the seeds of disorder, chaos and irrationality, the outcome of "order-reconstruction" is the re-establishing of "elitism", and dominant discourse is still firmly in the hands of traditional media and the elite; also because of the "freedom" of blog-space, without the support of real system we will not be able to guarantee people's "political participation" and "public discussion", we also cannot expect a more "rational" network democracy to be come true. It is precisely in this sense, the blog-dissemination in virtual-space will be unable to extricate itself from the control and infiltration of the practical power structure and the social order, it also cannot change and substitute the traditional public-dissemination, which is dominated by the social power structure. Therefore, as for constructing a new "network democracy" and "public domain", the blog-dissemination, which grows in the"shadow"of mainstream-media, is doomed to contribute little. So, the future of blog-dissemination will be mixed with gladness and worry!...