Research On The Information Circulation Of Media Ecosystem

Media as the communication tool and means, plays a very important role in thehuman communication. Dissemination of information in the Media ecosystem is a verycomplex social processes, each process is compose by communicators, content,information carriers, media channels, opinion leaders, audience and other elements andcomponents, each component or links have important effect to its communication. Inthe media ecosystem, people and media, nature and society interactions depend oneach other through the exchange of information, energy flow and matter exchange.This paper analyzes the media ecosystem information chain, information networkstructure and function, combing the influence factors of flow direction medium,discusses the information flow gain and loss of media ecosystem. Through the study,media ecosystem environment can be divided into the natural environment and socialenvironment, it’s components including information disseminators, producers,consumers and decomposers. In media ecosystem, not only including the informationchain, also includes the information network, media ecosystem have four functions,including purification, specification, cumulative and service. The main determinants ofthe manifestations are social factors, technical factors, media factors as well as theaudience factors, these factors are brought together to form the transmission potential.In general, information flows from high transmission potential energy to lowpropagation potential, the rection can be divided into ladder type and two-loop type; Inthe information flow process, the information will continue to gain and loss. On onehand should build the gatekeepers interactive, and strengthen the communicationpotential "resonance" effect; According to the loss, media system shoud keepadaptation to the increasing audience, integrated communication effect, creat e equalinformation environment, pay much attention to the education of audience medialiteracy.