Research On Domestic Digg Development

In May 1998, Internet was officially called the "fourth media" by United Nations Committee on Information. Network media has changed one-way linear spread model of traditional media to more emphasis on interactivity of transmission by the two sides. The non-linear, interactive transmission mode of network media frees the audience from a pure passive role of information recipient to begin to select information actively. The arrival of Web2.0 era and the development of We-media technology further blur the boundary of traditional "communicator" and "recipient" which increases the audiences'participation in the process of news communication. Netizens not only choose the information actively they need, but also begin to release news via"we media"and assume the role of communicators. The traditional "communicator centered" pattern is truly replaced by the "recipient-centered" one.As a new mode of network transmission, the emergence of digg brings about a revolution to the development of We-media and has a positive impact on the development of traditional journalism. The user-driven model adopted by digg is a breakthrough to the moderator–centered traditional news editor system. Also, its multi-level gatekeeper model forms a new challenge to the traditional "gatekeeper" theory.In this paper, it sums up characteristics lying in news communication of digg; illustrates the changes brought about to the traditional journalism by digg from the perspective of Journalism and Communication and the challenges formed by digg to the traditional "gatekeeper "theory; discusses a variety of problems existing in the process of digg websites development through current situation analysis to domestic digg websites; finally, finds out the reasons for differences in digg at home and abroad and puts forward the future development strategy for domestic digg by comparison with successful overseas websites.