The Analysis Of The Spread Activities Of Cellphone Medium

Looking back the media development history, every step of medium's development was accompanied by important progress of technology and pioneered by the invention of the new dissemination means. It was the invention of Chinese papermaking and printing which brought a mass media revolution with profound influence then caused the birth of the newspaper, pushed the development of the whole society. Henceforth, with the breakthrough of wireless technology, which produced broadcast, so does the technology of television makes the television medium in to use. Starting from the 90's of 20 centuries, with the fast development and broadly used of Internet, it became the fourth medium after the newspapers and magazines, broadcast and television. And the invention of Cell phone also brought the new advanced broadcasting method:"Cell phone medium"Aiming at this current hot topic, people has always been considering the problems which caused by this "cell phone medium", and try to carry on more analysis on this. Through the research on this, up to now there isn't any systematical analysis on this new medium and many understandings haven't strictly defined by the knowledge of public media. Therefore, in order to have a better understanding of this newly concept"Cell phone medium", this article has a thorough analysis of the current activities of Cell phone medium which based on the combination of the phenomenon and academic theories with a radical angel.Firstly, the concept of"Cell phone medium"needs to be defined before any analysis on it. People with various professional background have different opinions on the definition of"Cell phone medium", getting through this also helped us to confirm, at the first place, as one kind of medium,"Cell phone medium"need to have a widespread characteristic of all sorts of medium. But as a newly advanced medium, it also needs to be distinguished from the other four kinds of medium with the new features, which here means the mobility and integrity of the mass media, the variety of the connection to the internet, and the net of telecom and radio broadcasting.The analysis is based on the concept and various changes of the Cell phone medium. The emergence of "cell phone medium" not only is the revolution of the high technology, but also means the change of the mankind thought and behavior, which has the influence on all parts of social life. The changes of Cell phone medium's appearance has three background, they are humanities background, social background and technique background respectively. The theory of Humanities background is mainly from the American Broadcasting Scholar: Polo·Liwsen and based on Rogers's proliferation theories. It explained the outstanding technique development is more and more humanized; it can copy or even duplicate a human body's function, the mode of cognition and mimicry. It means people have the reasonable choice in the medium evolution .In a brief, any kind of medium people chose, it can be taken as a remediable measure, is the compromise for the shortage of the other medium in the past .In other words, the mankind's technique is better and better , more and more "humanized". At the same time, it also tells us the success of new forms really depends on how easily and comfortably it can integrate with people's daily life. Among them the main body is the more options it offered, more entertainment and amusement it offered. As for the social background, in addition to Cell phone medium itself, the macroscopic environment it relies for. Technique background, point out the update of cell phone technique's appearance and function has pushed it get into social activities. So the variety of Cell phone has been through from the testing massage, getting on Internet, to the widely use of the 3G cell phone.Secondly, Carry on the analysis of" cell phone medium", there are eight basic characteristics, respectively is the spread the instant and interactive information, spread the fusion of network, spread abundant contents and spread function of characteristic, spread a conditional technique to turn .For the analysis of the related characteristic, mainly is to combine the nowadays phenomenon and the related knowledge of medium. This is the main part of this article and will be very important for us to comprehend this new medium.Through a great deal of case study and to compare the "traditional medium" and the "cell phone medium", it shows that the theories basis is a foundation, the main content is the actual interactive way. With the combination of "Cellular phone medium" and various fusions of traditional medium, make us to know more clearly, this is also the second important part of this article, which also provide the solid foundation for future study. At last, let's take a look at"Cell phone medium's future prospect. Surrounded by the problems it may happen in its development. The marketing strategy and the final destination of Cell phone medium all need our imagination. There are surly many obstacles to overcome in the process like the lack of mature theory to prop up, the outstanding technique bottleneck, lack a complete mass communications characteristic; the lack of mass media's feature function of mass media need to be balanced, Not- popularize consumption level; Lack kit management system etc. The strategy of Facing these numerous problem could be in several aspects: have the regulation of oneself, Strengthen the professionalism of the team, Strengthen "medium quality"; Build up a business management terrace, and have a better cooperation with the operator or even an allies then to enlarge the technical devotion.For the prospect of"cell phone medium" in the future, along with development and widely use of 3Gs at, the cell phone medium will create a huge market with this handy, interactive and muti-media cell phone using the Internet. To conceive the content of cell phone medium is chargeable, the operator can make use of the strategy of "the small profits sells much", only because the customers are greatly sufficient, economic value of the cell phone medium can't be small .The source of cellular phone medium contents are from the customer themselves, Operation simplicity of cell phone will make all the people to participate, then the content can be easily controlled by the business management terrace. Through this business model, the cell phone medium can draw on all the people to participate and extend the information source. Because more and more people start providing the contents, the contents of cellular phone medium will enrich more and more, quality would also become better and better. In addition to contents earnings, the cellular phone medium can also make use of advertisement .The Contents, manifestation and business model of cell phone medium will become a set of business model, and create a huge business value.For the development of future medium, Cell Phone will be kind of medium with the most worth of concern, but we will not stay like this, we will definitely move forward, Cell phone will also be developing forward, we all hope the emergence of a new cell phone with the integrated medium function in the future.