Unification And Multiplication: The Comparison Of Traditional And Internet Media In The Value Criteria Of Press Publicity

In the competition of globalization, the differences between traditional and Internet media are increasingly prominent. Considering about the reason, the difference is to some tune caused by the two media's differences of unification and multiplication in the value criteria of press publicity. The first chapter of this thesis makes some necessary explanations about value criteria and value criteria of press publicity. The second and third chapter analyzes the differences and reasons that lead to them in the aspect of value criteria of press publicity respectively. This thesis thinks, the unification value criteria of traditional media have the quality of centrality, collectivity and compulsion while the multiplication value criteria of Internet media have the quality of decentralization, individuality and freedom. There are social, political and technological reasons that cause the differences in press publicity value criteria of traditional and Internet media. The basic ideas of this thesis are: There is a considerable influence on press publicity caused by unification value criteria of traditional media and multiplication value criteria of Internet media. Through the comparison and analysis of the differences existing in unification and multiplication criteria, it reveals their respective advantages and disadvantages in order to offer some references for traditional and Internet media in their aspects of press publicity, creating a public opinion field that is good for the healthy development of our nation's economy and society.