| Since the middle of 1990's, the rapid development of information technology, especially the quick development of the Internet, created technical conditions and social environments for the development of network media in our country. In 1995, the first electronic magazine appeared in the China's mainland, up to the beginning of 1999, the whole country has at least 127 newspapers and periodicals and 100 TV Stations and Radio Services open up the Web site at Internet.Network media make people obtain abundant information conveniently and swiftly. It has also brought about the new problems. Firstly, the information overflows: Business Website frequently issue information that is not checked and verified, and network information is easy to duplicate, in addition, user can publish speech and spread the information freely on the net, rt causes serious online pollution and mainstream ideology indifference. Secondly, information hegemony: Development of science and technology aggravate information disequilibrium, and western developed countries attempt to monopolize the system of gfobal communication and strengthen hegemony status by the advantage of information technology. We shall understand characteristics and influence caused by network communication, manage and control information by utilizing the media correctly. So it seems very essential to study the development of network media and discuss the model of network media of our country.This paper starts with the background of social informationization and the development process of network media, and analyzes characteristics in network environment and new changes in information communication. The status of traditional media shows as merger and guide in public opinions. However, network media based on digitization makes methods that people get information more direct, and weaken disseminator's control ability to information. The information recipient's consciousness of free choice has been strengthened under the new spread way, and the initiative has been respected and realized, they can issue information through their own homepage at any time. Just for network' real-time quality, interaction, and easy duplicating etc., on one hand, Internet has already become the most tremendous electronic information database in the world, on the other hand, information increases sharply and leads to being more difficult to search than before. The development of network media causesgreat impact on the communication patterns in our country, the media transfers from the disseminators as operation center to the acceptant as operation center. Of course, our country gets the new spread way at present, and network media become a new window to helping readers both at home and abroad to understand China.Due to the development of network media, someone thinks it will replace the traditional media. But viewed from the rules of development of the things, as one new media form, network media will promote traditional media change and innovation in order to meet the new information environments. In addition, network media and newspapers, broadcast, TV has complementarity at function, which determine they have their own suitable people and proper occasion. According to the development rules of the media, the degree that people accept media is influenced by their habits and behavior way. So, the network media's advancing with the traditional media will be the main trend in the future.In our country, communication media have been the party and people's representatives. As mouthpiece, one of the most important function is to guide correct public opinion, propagate mainstream ideology, propagate the principles and policies of the party and country. According to our country's conditions and demands, thispaper analyses and compares three kinds of network media--business Website,America Online Time Wamer and Eastday, and proposes some assume, and hopes that there is certain reference function to our country's development model of network media. We draw lessons from Eastday model, set... |
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