"podcasting" Research Of Brand Communication In Media Form

with the development of internet technique,especially WEB2.0 becomes more andmore popular,which directly leads to the occur of new medias based on it,although thedefinition of these new mediums are confussed,one thing for sure is that a new powerof communication comes along with these new medias,it makes up the deficiency oftraditional media and groups mutil-media cultures.it also bring new user-experienceand knowledge to the audience by its strong interactive.popcasting is one of these newmedia which suddenly boomed in China at the end of 2004 and aroused great concernof all parties.popcasting is esay to use and customized,low cost and free to share,all ofthese characteristics reflects the essence of internet culture.popcasting earns a lot of attention and favor as a booming new medium.Brandcommunication is ways to group mutil-media as popcasting.popcasting is changing thehabits of the audience unignoredly so brand communication should accept popcastingas a new way to occupy markets.accepting popcasting as a new way of brand communication totally makes sense.this paper firstly analyzes popcasting's definition,how it evolves and its way tobroadcast,then points out how to use its strength and ways to earn more profit andoccupy more markets as a new way of brand communication.