Research On Media Influence In Information Age

Medium which has a great of influence to us exits in aspect of our life. Mediummakes perfect sense to our society, especially the era of WEB2.0’s coming, thepower of influence in the information becomes more and more obvious and showstremendous advantages. Now, many breaking news are from Internet which spreadsnews whit high speed and gigantic influence; everyone is reporter in the times ofinformation, and everyone has own the right of utterance, which breaks thesingle-track propagation mode in the mass communication. SO, the new Mediumhow to affect us,and how large the influence in the new times of information. Theresearch of medium’s influence is provided with a theoretical significance andpractical significance to the way of mass communication and the general public.The main research is based on the construction of medium’s influence, and inorder to reflect that the new medium is a primary supporter in the masscommunication by illustrating the model of medium’s influence, and furtherquantification of the medium’s influence.The main research is reflected as follow:(1)The theoretical basis of medium’s influence, the generative process andindicator system of valuation as well as quantification of the medium’s influence ofthe medium’s influence, and finally putting forward the core elements of medium’sinfluence.(2) The construction of medium’s influence. Constructing the model ofmedium’s influence by platform，audiences（A），sender（S）and the relation and theinformation flow of them which is based on the core elements of medium’sinfluence.(3) Interpretation of the model of medium’s influence. It is unfolded byaudiences（A），sender（S）, content, what channel and what effect.(4) Quantification of the medium’s influence.First,the medium’s influence canbe divided into the contact dimension and dominant dimension,then quantizing thesedimensions and amending the model of multiplication to transform the conceptualmodel to quantification of model,and making the bold claims that the new media is more powerful than the conventional media.(5) Model application.we make a questionnaire “The service condition ofnewspaper and microblog” and make the students of Yunnan Normal University forexample,and confirming the prediction we refer to by analysing the data fromquestionnaire.