New Media Gatekeeper Role Conversion And Positioning Reserch

P. Goldmark, the director of Columbia broadcasting television network technology, put forward the "new media" concept for the first time in1967. For now, this concept is not very clear, not fully reach a consensus. Generally speaking, the "new media" has three expressions:the first kind is new media form based on the Internet media, and its core is the IP, the representation forms are Internet radio, Internet TV, IPTV, mobile phone television and so on. The second is the digital media form, this expression is more widely, in addition to the Internet, it also includes traditional media digital form, such as mobile multimedia broadcasting, TV, and some outdoor public media, even some cable digital TV, live satellite and terrestrial digital TV are also called new media. The third is the media form that appears recently. This is between the two former expressions, it contains the Internet new media and the part of traditional media digital form, such as mobile multimedia broadcast television. In recent years, the traditional media such as newspapers, radio and television is crashed by the developing broadcasting technology and diversified broadcasting channels. Especially the rapid development of new media, like network media and mobile phone media, the traditional media is facing the unprecedented challenges.New media development makes the traditional media audience had certain dispersed, traditional media makes the traditional media gatekeeper facing new challenges. In the old and new media mutually blend and competitive environment, it’s the important strategic choice to redefine the traditional media gatekeeper.Traditional media thinks information by the relationship is fixed, the news media authorities sent to the audience after they sorting, filtering and think can maximize the content of the need to satisfy the audiences, actually gatekeeper is disseminators in general. However, with the development of the new media, especially to the network, as a representative of the new media, the breakthrough by relationship in the limitations of traditional media has had the earth-shaking changes. The relationship between the Information changing is interactive, audience can express individual opinion through the micro bo, BBS, podcasts and so on the many kinds of ways, but also become the new marriage. So the new media gatekeeper theory also presents the characteristics of diversification, both the disseminator and recipient double capacity, gatekeeper roles are also changing through the spreading and accepting. To realize the changing in the old and new media, to research the changing of gatekeeper role and redefine it have positive guidance function.Through the research of gatekeeper theoretical, this article had analysed the characteristics of the new media, and had quoted the network video as the new media case analysis, raised that new media gatekeeper have to pay attention to the self control, and also had to consider the macroscopic aspect of Internet and relevant government department and new media. So that the development of new media gatekeeper will on the sound track, and win a huge development space for the media in information dissemination and supervision by public opinion.