The Return And Transformation Of "Tribalization" In The Digital Media

McLuhan suggested that human society has experienced a process of social form’s change of " tribalization-untribalization-retribalization".The topic of this article is to study the current digital media era’s " tribalization"of return and the change of the return. The main contents include:Take McLuhan’s "tribalization" view as the theoretical foundation, combed review the Internet based ondigital media tribal clustering characteristics, with the development of network communication tools as thecontext, to clarify each kind of typical network gathered tools brought about by the changes of interpersonalcommunication and information transmission network.This aricle, from the perspective of communication studies comparing primitive tribal tribal era with the newmedia era of the similarities and differences, so as to reveal the development of technology and media changebrought about by the information revolution and social revolution, and the social reality and the profoundinfluence of the interpersonal communication.Through research, this paper makes a conclusion: in the current era of digital media, tribal has indeedregression and still in development, and have the primitive tribes in speech communication, interactivecommunication, the perceptual thinking and gathered convergence properties. But the tribe of digital media erahas its distinctive feature is the primitive tribal societies, not by its essence lies in the development of the mediamakes the person senses expand greatly. Moreover, the current tribe also has its flaws. This topic and there aremany worthy of deep mining, this paper will provide help for related researchers.