Niche-audience Communication Of Mobile Media

Mobile phone has been in China for 20 years. However, it is regarded as mass communication media from 2001. Therefore, it can be thought as a baby of research. At present, research of mobile media is multifarious. In spite of this, two problems of the research are commonality. First, we don't have universal consensus about how to define the concept of'mobile media', and we don't have a clear, accurate statements about it. Second, the study of mobile media gives the description of mobile media's development processes and the dissemination characteristics to the first place, lacking profound concerns to the profound and follow-up impact on all shapes of disseminating media. Precisely on the basis of this analysis, this study attempts to solve two problems, or emphatically in two aspects. First, the study wants to absorb good ideas of other researchers, and gives a clearer and reasonable concept of'mobile media'. Second, the study attempts to discuss the niche-audience communication of mobile media's influence on disseminating media and disseminating style which we have had, and the position which the niche-audience communication in the evolution process of the disseminating media's forms.For'What is mobile media', previous researchers answered mainly from the following aspects: the media, advertising marketing, the media form and the media industry etc, and the answers were various with the development of mobile communication technologies. But from my point of view the definition contains two elements which are mobile Internet and multimedia terminal. Therefore, this paper defined the Mobile Media as a mobile communications carrier of mobile Internet and a personalized mobile multimedia communication terminal. After clarifying the definition of mobile media, the production and development process of mobile media will be clearer; thereby it is easy to understand the characteristics of mobile media spreading. Since Mobile Media has integrated the functions of the mass media, will inevitably have features in common and will compensate what the single media lacked to a certain degree, that is the reason why mobile media is a'compensatory media'. To sum up, there are five main characteristics of Mobile Media which are personal mobility and portability, highly interactive and participatory, privacy and information dissemination, personalized information dissemination and service.One of the important characteristics of Mobile media is personality of information dissemination. With its growing functions, cell phones are becoming personal entertainment information terminal. I think the personalized information dissemination is successful practice of the concept of niche-audience communication. This paper did not give a clear definition of niche-audience communication, but concluded its features, in an attempt to have a better understanding of niche-audience communication for lacked research in-depth, limited information and own ability .The niche-audience communication is relative to the'information decentralization'of mass dissemination, thus the understanding of the niche-audience communication can be from the followings. First of all, audience subdivision is essential, because a stable and in-depth audience group will be available. Secondly, in order to realize on-demand dissemination, it's necessary to promote the audience's initiative and increase interaction between the two sides. Finally, the use of media resources will be more open, the audience will not only be acceptors, but communicators by broadcasting information with diverse media and the two sides passing blurring.The niche-audience communication of mobile media is through the modes of communication and the niche audience of communication contents. The manifestation of communication mode mainly has three kinds,that is Point-to -Point communication,Point-to-Side communication and Customized-information communication. The direct result of niche-audience communication is the information service personalization and'passes on unites'communication pattern of information,which are also the two biggest transformations the mobile media brings. The niche audience of communication contents mainly display in three aspects. First, the effective information screening in the magnanimous information according to the need of audiences.Second, kinds of emerging seeing and hearing communication content with the carrier of mobile emerging unceasingly, for example, mobile movie. Third, the handset blog based on handset surfer function, which incisively displays Blog`s'stock'characteristic. The mobile media can realize the niche audiences communication so successfully, which stems from it to the mass media communication and the interpersonal communication a perfect union. But while bringing the information communication conveniently and effectively, it follows the opposite side of mobile media which is not accepted by people. The human is non-hides in the front of the information communication. The medium always has loses. So we usually have two choices:giving up or finding the better compensation medium.Obviously, we have been choosing the latter.The niche-audience communication of mobile media has been demonstrating its superiority.In the day of the intensely competition in media, as the mobile media is still not the mature newborn media, it is not a simple competition relation among the traditional media, the network media and mobile media,what are more,the supplement, extends, the fusion. The mobility, participation and other characteristics of mobile media cause the traditional media ,which is deficient, found its development breach.While the mobile media has fully used this turning point.From the mobile newspaper to the mobile publication,and from the mobile broadcasts to the mobile TV, the traditional media and the mobile media together will be exploring themselves in future developing direction.The marriage of media, telecommunications and internet should be the direction of development in the information age. The efforts of the traditional media which based on the concept of the spread of niche-audience communication, was still realized on the environment of mass media. This is also a result of competitive pressures. The ultimate effect which the niche-audience communication strategy needs to achieve is still the mass media dissemination. The niche-audience communication is not to mean that the number of audiences is small, the scope of dissemination is narrow. The aid of niche-audience communication is to finally realize'mass media dissemination'which divides audiences precisely and achieves fine-intensive spread thorough one group to another group. Mobile media is fortunate because it grows in such an era.