The Influence Of Network Media On The Social Role Of The "New Generation"

The empirical school and the critical school, which were the focus in mediaresearch once, were starting from the "media content" to explore media effects and didnot realize the huge impact of media technology. From Innis and McLuhan, and someresearchers who inherit their point of view of the media environment, however, thestructural impact of their research focus are the media and forms of influence, as a result,they emphasized the importance of media in the form through the main path from thetechnical point of view and stressed that the media technology revolution itself was thesocial and personal change. As one of the representatives of the "media environment",Professor Joshua Meyrowitz in communicating department at the University of NewHampshire, he put forward his theory regarded as "media situation". In his1985masterpiece "No Sense of Place: The Impact of Electronic Media on Social Behavior ",the basic point is raised by the electronic media (mainly television) by changing the"scene "influence social behavior, mainly from the perspective of the social role of"printing scene transferred to the electronic scene." after explore the potential impact ofthe " paradigm shift ", he proposed a new framework for studying social behavior.Recently, the Internet has replaced television as the most influential electronicmedia, the formation of the trend of Internet-centric media integration, and Internetapplications in depth, especially the use of Web2.0technology and its impact will bemore far-reaching, especially for growth, together with the Internet by Internet cultureaffect the "new generation". It can be said that the medium such as the Internet has profoundly changed the way of the transmission of information and media environment,thus affecting the society and culture. Media situation on the basis of, mainly bydefining three scenarios variable-the relative association of social information,background/stage distinction, as well as the social scene and the physical locationsassociated, combined with the new features of the network media, discovery andprinting and compared to the television media, network media the scene showing acontradictory fusion of trend information unlimited expansion of co-exist with the"narrowing" the front, back and side sets of behavior are more extreme, and theformation of a fully simulate real-world virtual world, completely isolated a world ofinformation and material location of the contact. The contradictions of the social scene,this network media integration, the social role of the "new generation" has alsoundergone a corresponding change, regardless of membership or authority change,reflects the contradiction between integration characteristics, they both like topersonalize separation, and appreciate the collection of mass, both addicted toentertainment activities, but also keen to participate in public affairs, both involved inthe culture spurs, they may be violent to charm. Specific cases described in detail in thispaper will explore how changes in network scenarios affect these behavioral changes,and pointed out that the integration of this contradiction, control and control is the coreissue, handling media relations is not only the media ecological concepts guidance tocreate a more balanced or healthy media-cultural environment, need to play to people’srational, subjective initiative to make a choice, because choice of network informationdissemination initiative precisely rests in private hands, that is personal choicedetermine the direction of change of social roles.