The Blog Phenomenon. Communication Perspective And Outlook

"Boke" is the transliteration of "Blog" in English. The appearance of "Blog" makes us gain a accumulation of knowledge and a direction of culture for the first time,it makes man's vivosophere from extensive digital one to individual,precise and catalogue pattern come true.The arising of blog communication symbols the emergence of the second faction charactized with "a share on thoughts" from the first one that has characteristics of "a share on information ""Blog" is the hottest word in the year of 2005. After several years of development, there are millions of "Bloggers" in the world. "Scale effect" brought by large groups of users makes a revolution in the field of political, economic, ideological, cultural, etc.According to the perspective of Marshall McLuhan, mass media is changing people's thought and habbit. He said: "We created tools .On the other hand,tools are changing us at the same time."In this paper ,the author thinks that as a new rising tool on the Internet ,Blog has changed the old orders of WebCommunication and recarved the limits of Web Communication .Based on this status, we should rebuild our theory system of Mass Communication to make our theory adapt it .For the practice of news,Blog symbols a new personal publishing tool.The separation of "Right of speech" let "the grass root reporters" flow out continuously.lt makes powerful shock to traditional news medium.From now on, competition and learning from each other will become a new road for Blog and traditional news medium.As an arising industry of Internet Techonology,Blog contains huge business opportunities.To make this dream come true, we should remove negative influences in the devolepment of Blog,search for the right direction of Blog Commercializaion,make sure that Blog grows up healthy and orderly .Of course ,we should depend on the joint effects of social public to attain that target.