Study On Communication Mechanism Of Digg

With the continual development of Internet technology and the appearance of new technologies and new ideas, the methods and styles of communication have been improved and perfected. In the "user-centered" concept of Web2.0 ideas, the new media of Web2.0 has changed the communication environment,which was led by the traditional News organizations. The subject of communication extends to the individual of network users. As a typical Web2.0 application, Digg further extends the subject of communication to the network application system, with the adoption of recommended mechanisms. Digg uses collective wisdom to achieve collaborative gatekeeping and control, through user participation in the information production and communication processes.This research starts from the conceptions of Digg, and then introduces the functions and development of Digg, and focuses on the new communications environment that Digg brought, and then propose the model of collaborative communication from human-computer interaction and the collective wisdom. Then based on the analysis of submitter,Digg system,reader and information content,study the different information diffusion mechanism between popular page and upcoming page. In order to clear the information filtering mechanism of Digg, this research analyzes the model of multi-level gatekeeping from individuals,collaboration and website editors , and then summarizes the four important characteristics of its gatekeeping: collective intelligence in participating, network effect in collaborating, Matthew effect in aggregating, and diversity in publishing. In chapter 5 of this paper, it discusses the trend of future development about Digg from technical and media integration.