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The Convergence Between Mobile Phone Media And Traditional Media

Posted on:2010-06-24Degree:MasterType:Thesis
Country:ChinaCandidate:L CheFull Text:PDF
GTID:2178360272498944Subject:Journalism
Abstract/Summary:PDF Full Text Request
Reviewing the history of media, each upgrade of it has been accompanied by the science and technology progress, guided by the appearance of a new transmission medium. From spoken language to the birth of words, from modern printing to the invention and promotion of newspaper, and from the breakthrough of radio broadcasting technology to the rise of TV media, the emergence and development of media technology has promote the development of human society. Since the beginning of 1990s, Internet technology has become the fourth media after newspaper, radio and TV. But after the advent of mobile phone, with advanced technology and media, gradually mobile phone has got the place as a new medium, going through a rapid transition from a personal communication tool to a new media different from the traditional ones. In recent years, the convergence of mobile phone media and traditional media makes the entirely different boundaries between the two blurred, which undoubtedly brings new opportunities and challenges for the media. Holding a rational perspective and taking the current development trend into consideration, this article attempts to carry out an analysis of current convergence of mobile media and traditional media in-depth , with the hope of offering some enlightments for the future mobile media study.Before analysing the current convergence of mobile media and traditional media, the concepts of mobile media and convergence should be defined first. Based on the past researches on the definition of mobile media, mobile phone as a personalized communication tool, is the vector of mass communication and interpersonal communication. This paper defines mobile media as follows: mobile media, whose receiving terminal is mobile phone, is a personalized instant messaging communication carrier with internet access, and its transmission channel is provided by mobile operation network and content by content distributors. Because there is no perfect definition for convergence, only concepts of some scholars are enumerated in this paper.After defining mobile media, an analysis is the media convergence of mobile phone media. Although mobile media emerges from personal communication tools, it possesses the mass communication and interpersonal communication functions, taking advantages from the both breaking through their limitations, and presenting the subject's pluralism and interactive. With its high portability, interactivity and ascendance in internet connection, the mobile phone media segmentates audience effectively, and gains higher return in the convergence. It deduces the conclusion as "media developmental history is also human senses history from 'integration' - 'differentiation' -"integration again", thus it realizes the breakthrough itself, proving that media neither separates from nor dominates man but "the extension of man".Secondly, forms of convergence between mobile media and traditional media are analysed. In this part, theoretical basis is the foundation and practical interactive modes are the main content. In the convergence between mobile media and newspaper, definition of mobile news is given by introducing the background and developmental situation of mobile news in China and emphatically summarizing the characteristics of its content i.e. namely "introduction" to "refined, short news", "functional service" news stressed and the tendency of entertaining news is obvious; In the convergence between mobile media and radio, the rise and developmental situation of mobile radio is introduced, possible problems during the developmental process and prospects of mobile radio are previewed. In the convergence between mobile media and TV, the concept of mobile TV is defined by introducing its developmental situation at home and abroad. Present development obstacles and prospects of mobile TV are foretold, in which section the main audience, contents and the communication effects are analysed.Thirdly, by practical evidences, features of convergence between mobile media and traditional media are analysed, cited and compared. Thus eight basic characteristics are summarized, namely highly portability and mobility, instant communication and interaction, personalized transmission and "narrow" strategy, medium compensation and instruction, multimedia richness, convenient retrieval, full-time receiving and appreciation of channel expanding. In this part, some practical examples and news dissemination theory knowledge are included which is one of the key understanding point of great necessity for understanding mobile media and convergence.Finally,the author summed up the significance of interactive convergence between mobile phone media and traditional media, which is also a key point in this paper. With the interactive convergence between mobile phone media and traditional media, the information access of mass media increased, and resource sharing are realized. Because of the convergence, traditional media is no longer limited in traditional means to gather clues, which saves the human resources. And this is one of the aims of "media convergence". Aparting from the traditional media, the Internet is a particularly important information channel of mobile phone media, in this paper, the author takes the Japanese company, NTT DoCoMo's I-mode as an example to analyses the reasons for its success, as well as to elaborate the obvious tread of mobile internet convergence on the current; The interactive convergence between the mobile media and traditional media diversifies the mode of propagation, which have changed the one-way transmission. Moreover, the mobile media break down the geographical limitation. The audient no longer receive the message passively, but obtain information actively, who is not only a transfer but also a publisher; With the interactive convergence between the mobile media and traditional media, inter-disciplinary talents are needed. In the environment of convergence, the media personnel need to possess all-round abilities. Besides professional knowledge, they should have the ability to put a plan, to make design and to cooperate, so as to guarantee the quality of news products; The convergence between mobile phone media and traditional media is not only in the form, but becomes a collaborative relationship which can promote each other in the long-term stable cooperative state. In addition, the convergence realizes win-win state, satisfying the audience demand. For the transmission subjects as content providers, service providers, mobile networks operators, equipment providers, terminal providers, the industrial structure gradually gains the rapid growth and stability. Within each enterprise or media group competition exists, so as cooperation which can strengthen their own news products, attract the audience and cause more profits obtained by the enterprise.With the rapid development of media technology, media integration becomes irreversible trend. And from the future development direction of media, mobile media is one of the most notable new media. Through the convergence between mobile phone media and traditional media, both convergences are necessary for the process of "media convergence", a mobile media and traditional media share the relationship of interdependence and complementarities and mutual upgrade which is the right way for the future development of media market. The convergence is a starting point, not the end, and in the process of media convergence, inherent value of traditional media to mobile media is expected, so as the new technology used by the traditional media to convert its disadvantages, to realize the real meaning of "convergence ".
Keywords/Search Tags:mobile phone media, traditional media, convergence
PDF Full Text Request
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