| As a new information medium, podcasting brings deep effect not only on human's life and thoughts, but also on the traditional media and traditional media theories. The arising of podcasting marks the emergence of the new media char acted with mental share, instead of information share.The related theories of media, mass communication and psychology are used in this article. It carries study from several aspects as the origin and development of podcasting, its new characteristics, the medium influence and the function extended and so on. In accordance with the theory of "Five elements of the public communication", it analyzes podcasting from a series of content such as the value and the significance, the question and the contradiction of podcasting, as well as the strength and the limitation. From disseminator (who), communication content (say what), communication medium (in which channel), communication audience (to whom) and communication effect (with what effect) for analyze of podcasting. Arrived at the conclusion: disseminator becomes popularized, and the content of communication changes into diversity in entertainment, and the medium of communication becomes specialized and standardized, and the target of communication turns audience-centered, and the theory of application and satisfaction has been revived in the era of podcasting.The emergence of podcasting isn't that it will completely overthrow or displace the traditional media, but that it will balance the relationship of the new and old media, and develop with them. Podcasting establishes the lowest threshold for podcaster in technique and cost, and enables more persons to use it. Based on the media logic of the existing individual communications on network such as personal website ,BBS and blog, Podcasting combines the four communication functions including interpersonal communication, group communication, organizational communication and mass communication. It expands the concept of media and enters an age of We Media. |
