Study Of Internet Media Demassify

The development of Public communication has enter a new period, influenced by the social politics, economy, science and technology, mass communication reveals a trend of demassify, it's said that by scholars the trend is the second progress of the development of society and media. By the point of view of the communication, the function of the media is changing by the second time after the shift between the interpersonal communication and mass communication. Today, with the development of the society, materials carriers, technique level, economy state, the demand of audience has changed, all of this cause the appearance of the demassify. Of course, the trend of demassify in advertisement which depended on the media has become obvious; it brings about the new type of the media. In the same time, it aggravates the competition between media. Old media like television, broadcast and newspaper take measures to adapt to the new situation for the competition between media. But new media reveals a lot of advantage gradually.Internet media—a new media affected by new technology, has been developed in ten years. When the new technology like Web2.0, P2P, Broadband, Stream media in Internet integrate with each other, the communication and share of information between individual with individual, media with media and individual with media have become possible. Internet become the real demassify media.The trend of demassify in advertisement which depended on the media has become obvious. Advertisement communication has changed from satisfying the majority to contenting some people. That is to realize the change from "Mass" to "demassify". In the time of market segmentation, advertisement communication has been more and more emphasized "Targeting" and "exact Marketing".Until now, although Internet advertisement is not as popular as television advertisement, but we can't deny it become mature gradually, and also develop very quickly. In the point of the communication and sociology, By the analysis of the demassify quality of internet media in the situation which is audience has become the center, this paper discuss the internet media how to bring into the advantage of demassify in the times of information, change the mode of the internet advertisement, carry out exact marketing tactics, to make the communication of the internet advertisement in effect.