Beyond The Attention Economy To Influence The Economy

With the information times coming and lots of information increasing by exposing, how to attract and lead to audience attention is the main matter of media economy in the 21 century. Attention Economy has gradually become the primary source of Chinese media economy since 1990s. The Mass Media gains the fare of advertisement by vending the audience who have attention resource for the second time. By virtue of the process, media enterprise's industrialization, marketable modes and recreational programs are formed. If it too cares about seeking attention and dose not go in for influence, it easily leads the media to indelicacy and philistinism and then loses social confidence and takes to decadency step by step. Along with the market of Chinese media becoming mature day by day, going in for permanence, stabilization, authority, confidence and influence of transmission effect are accepted gradually by media. Constructing brand and setting up reputation of media are in order to win more favor from audience and advertisers. So Influence Economy is born.Not only dose "Influence Economy" emphasize attracting the attention of audience, but it much more emphasizes keeping the main attention of audience permanent. Media Economy changing from "Attention Economy" to "Influence Economy" is the second birth of media culture. The birth and development of medium influence are determined by the intrinsic operational rule of media. They are exterior behavior of media essence. They are the value and purpose of media. At the same time of achieving the purpose of media economy, influence economy also obtain invisible assets which includes social credit standing and authority. Let the programs which coagulate the attention of audience be translated into permanent influence and make a benign interdependent relationship among medium, enterprises and customers. Via analyzing two profitable models of Chinese media, this paper reveals the inner relationship between the two models and respective characters. What the paper demonstrates is that influence economy constructs media brand in content, culture and innovation. It is propitious to keep the development of media persistent and strong and also keep social benefit & economical benefit, nationality & cosmopolitanism, businesslike property and industrial property of socialistic ideology uniform. At present even in the future, surmounting attention economy and tending towards Influence Economy is the only way of Chinese media development.