The Research Of The Search Engine In The View Of The Mass Commutation

The internet has brought many new communication technologies, such as E-mail, BBS, blogs, beau and so on. Search engine is one of the very important technologies. The development of the Internet leads to the information explosion. And the search engine is the principal ways to deal with it. The identity of the public has changed due to the Internet. The search engine promotes the improving of the status of natives. Recently, mass communication and interpersonal communication are gradually merging, and search engines are the embodiment of this change. Search engine is an important way of obtaining information as the internet gradually improves.As search engines are a new media, this article put it in the view of the mass communication, revealing its influence on transmitters, information and spreading, and also for all aspects of human life. On the basis of Marshall McLuhan 's Theory, in the view of the structural functionalism , this article combines the theories of"gatekeeper","agenda setting","usage and satisfied theory"in the mass communication to interpret the search engine. In this way of studying, we get the direction of changes in the media, and recognize the transfer of the power from traditional media to search engines, and also provide relevant reference to the constructions of rules and regulations.This article uses the quality research methods, first introduced the information explosion and the development of search engine. Then discuss the medium property of the search engine and the pattern of its commutation mode. At last, the paper outlined the influence of the search engines. The first part of this article is a summary overview of the research. The second part on the basis of Marshall McLuhan 's Theory, reviewing the history of communication coordinating body structure. The improving of commutation technology is the new evolution the body, the tool of the evolution is media.The direction of the evolution is body—sense—mind. The power evolution comes from the increasing speed and tight control. The third part introduces and contrasts the sense of delivery, service and attention. And then build a new mode of transmission in the view of attention, and with the "the information supermarket" to definite the user, the message in the communication mode of search engine. The fourth part of the article changed to realities. First, a brief analysis of the tiny influence of the search engine to public, information and traditional media. Second, the huge influence of search engines to political and cultural policies. Among these, the important is the search engines'artificial intervention, monitoring and cultural invasion and so on.The development of search engine is a technical innovation, is a process of human evolution and gaining information, is the, is the hegemony infiltration information to the political, economic, cultural and so on.