| The so-called denmassification communication is to specified the information first, based on the target audience characteristics, utilizing different media, language and the means of communication, to make different means of communication at fixed location, fixed orientation and fixed time, so as to achieve the maximum possibility for audience getting the information ,make more or comparatively accurate economic communication effects. Denmassification communication is a "narrow communication." which face to the distinguished characteristic audience.The ideas of Denmassification communication, focus on how to divert the goal from " getting the majority people's attention as the goal" to "getting a particular part of people's attention as the goal." Characteristics of denmassification communication:First, denmassification communication is a more economical means of communication:Second, the accuracy of denmassification communication is not available on the other forms of communication.Third, denmassification communication is a more environment - protectional means. Faced with the large number of information, as to work and lead a normal life, people must choose important information, excluding irrelevant information. In this selection process, the motivations, needs, feelings, emotion and other factors will play a very important role. When the communication content meets people's motives and needs, and brings pleasure psychological and physical experience, people will focus attentions on the content.The ideas of Denmassification communication, focus on how to divert the goal from " getting the majority people's attention as the goal" to "getting a particular part of people's attention as the goal."Specialized radio, television channels, columns, professional newspaper and individualized journal are the means of denmassification for traditional mass media, while professional Web site, individualized Web site, lift media and LCD TV media as the vanguard of community media, are the typical representatives of the denmassification media. On March 19, 2008, Denmassification Media made a formal announcement to the end of December 31, 2007, which include the fourth quarter and full-year unaudited financial results, with a net profit of 144.4 million US dollars. This is an indisputable fact and an irrefutable evidence of denmassification communication value.Today, denmassification communication that we are talking about is not only in a particular aspect of the process, but with the whole process of source information, media, and information recipient, the communication carries out by integrated and systemic way. The mode of denmassification communication is based on different characteristics of source information, the source information will be transformed into different information of media, and information recipient. This has created a distinguished character of denmassification communication which is a communication from a number of sources spread to multiple audiences that is different from the mass communication which is a communication from the fixed source spread to multiple audiences. In the entire process of communication this is the starting point of denmassification communication. The economic value of denmassification communication on the information source aspect mainly reflected in the following aspects:First, in the entire classification and selection process, denmassification communication could make the effect of stimulating the economy;Second, could provide a advance assurance of the classification for the other section in the information communication process, is easy for the media to pay more money on such services;Third, on the source f communication, eliminate the issue of the invalid information decrease invalid, inefficient consumption. Make more economic, accurate, and environmental protection for information communication.The social value of denmassification communication on the information source aspect mainly reflected in the following aspects:First, in the information communication is to eliminate the gap expansion between social classes and stabilize social structure.Second, the over-development in recent decades, the industrial civilization break natural harmony, environmental pollution and waste of natural resources has been close to the natural limits. the social value of denmassification communication and one of the most notable features is environmental protection;Third, the other social values denmassification communication is a reasonable redistribution of human resources which made some effort to the social employment.The economic value of denmassification communication on the media aspect mainly reflected in the following aspects:First, utilizing the reform of denmassification, to develop more information communication channels, and increasing economic interests;Second, utilizing the reform of denmassification to the promote media efficiency, increase economic interests. As for the social value, first of all, environmental protection of denmassification communication is an integral part of s social civilization improvement; secondly, on media aspect, to create a special information channel for potential valuable groups and solve the social issue of unequal distribution of resources;Third, on media aspect, to meet the advertisers request acquire support from the large number of small and medium-sized enterprises, promote the market economic structure improved;Fourth, the media increasingly changes in our lives, and the effect of demassification communication particularly obvious.The economic value of demassification communication on the information recipient aspect mainly reflected in the following aspects:First, stimulate the source and the media to make the demassification adjustments, under the technical support to promote the new media production;Second, demassification of recipient formed" interests alliance " on decentralization of information acquiring which is benefit to oneself and is able to reduce costs of receiving information;Third, demassification of the recipient is to the decrease the possibility to avoid interference with its useless information, and increase target effects;Fourth, the successful models of demassification are different from any previous media, which make the daily life more convenient, so as to promote the socio-economic development. Through the study on demassification of recipient, we can be summarized the few social values demassification communication:First of all, the information recipient changed from wide range to small range, the groups have been ignored who are in valuable part of the social status have been up, the information source and media have acquired more attention.Second, the higher the degree of demassification, the more obvious characteristics of the recipient, the lower the duplication of information communication.Last, the correct and effective subdivision of the information recipient is able to improve the information communication, make better assurance for the development of all sectors of society.Today's three major democracy elements in the society: democracy politics, marketing economy, mass media.In the field of information dissemination, any kind of means, methods have the specific historical background, it can be said that the existence is reasonable. However, any kind of means, ways and methods also have their specific historical mission and the life period. Advance take place of backward is the law of nature, this is undoubtable. At this stage, demassification communication made up for the disadvantage of the mass communication, accordingly, this is the value of demassification communication existence. |
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