Study On Communication And Development Of Grassroots Media

With the development of Internet, the communications of wireless,broadband, digital TV and other high-tech.the information of audiences are pushed to an unprecedented degree, and give birth to both of a hot newmedia of economy and cultural trends, also means a media era is coming soon.In the past, access to information is not easy, only power sector have rights to dominate the release of information.but now, the birth of the Internet which enhanced greatly the audience participate in information initiatively.Despite the mainstream media is sensitive more for news , but also could not to withhold on the individual play increasingly important role.Even in the streets, you can see some passers-by use advanced tools available to record something around here, and upload it to the Internet platform.Great enthusiasm for this audience, created a history of cutting-edge moment: As both of "producer" and "gatekeeper" of news ,the mainstream media are faced with threats and challenges.This evolution has become a new information dissemination way. we call this individual and the media to "grassroots media" . At present, under the innovation of background of information and communication technology, "grassroots media" is rapidly becoming a new kind of communication tools and information channel, and begin to show more great influence.Its appearance can be said to be an irresistible trend.To face the challenges of this new power, how to deal with re-integration of the new media environment, how to adjust itself , let many traditional mainstream media and industries pay attention to it .Meanwhile, the "grassroots media" is also bring a huge impact to the traditional theory of mass communication, the original system is not yet corresponding to the interpretation of the novelty theory.Today, the "grassroots media" itself has become a concern of the traditional mass media, and is also often treated the clues for the traditional media to follow up the clues.However, we must see that grassroots media still has its practical limitations of coummunication.Although "grassroots media" has begun to participate and to infiltrate the daily life of public information of coummunication, but under current domestic circumstances, "grassroots media" manage mainly the communication of information is not practical, but with the democratic improvement, which greatly inspired the enthusiasm of people involved in the speech.Therefore, this article introduces the "grassroots media" concept, and analyzes its main characteristics ,methods and communication theory, and based on Audiences and status from the "grassroots media",discuss the "grassroots media" of communication and development, and try to study strategies about how to coping of mainstream media.