Research On Communication Of Microcontent In Network

Microcontent is a new-born concept with the development of Internet. The implications this concept brings are increasingly enriched and explored as the Internet and network communications develop. Based on the review of relevant researches, the present paper, from the perspective of journalism and communication science, defines microcontent as any data or content that can be created, contributed or added to the network by the network users under the principle of cooperation, sharing, equality and the spirit of participation. Microcontent, in terms of share contributed, can be categorized into two kinds: one is the microcontent of the share contributed, and the other is the microcontent of the interrelations of the contribution structure.The emergence of the concept of the"microcontent"as well as the abundance and richness of its connotation reflects from a different angle of the current situation in which the proposal of the discourse power gets decentralized, the ideological concept gets diversified, the goal of the value pursuing gets increasingly improved, the way of thinking gets differentiated and the emotional tendency gets diversified in the context of the rapid development of knowledge-based economic society nowadays. After all, the more diversified the social real life becomes, the more complicated the generation and communication of the microcontent under the circumstance of the network appears.In the age of the Internet communication, every network user produces a wealth of microcontent in their daily life. Meanwhile, they also consumes a large amount of microcontent, and thence the production, aggregation and dissemination of microcontent has become the most dynamic and creative part in the process of network communication. Microcontent is born along with the appearance of Internet, though, its values has been gradually attracted attention of the public because of the appearance and improvement of the relevant aggregation technology and tools.The communication of microcontent, one of the main subjects concerning the development of cyberspace, avoids the conflicts between grand narrative and grass-root narrative and creates therein a harmonious coexistence, the two narratives jointly forming the communication of complex and diverse plural-contents. In the introduction part, the present paper reviews the holistic background of the relevant researches upon microcontent, explains the definition of the two key concepts mentioned above, and demonstrates the research values, innovations, research approaches, and the framework of the research process. In the second part the paper discusses respectively the phenomenon and the status quo of the generation and aggregation of microcontent, and makes theoretical explications from different perspectives. Then the present paper further investigates the influences microcontent exerts upon the traditional theory and practice of mass communication. And in the final part, this paper gives a conclusion and puts forward to the subsequent studies.