In The Era Of Big Data, Study On The Changes Of Media Mode Of Production And The Propagation Mechanism

The advent of the era of big data will bring hitherto unknown changes to people’s life. It produces major changes on all walks of life, including the journalism industry. However, at present, the domestic researches about the big data still remain at the theoretical level. The research in the field of journalism of the big data is very few. The present research on big data at home and abroad, mainly divided into two categories. Either it is analysis of the change of big data in the angle of the whole society, but not do special analysis to the field of journalism; either do a little predictive analysis in the field of journalism of a theory or an application level, lacking of theoretical support and practical basis. Therefore, at present, in the field of journalism, the frame of big data research is not a complete system.This paper uses interdisciplinary research methods, it combined the research in the field of computer and journalism, to explore the media production and transmission mechanism changes in the era of big data. This article carries on the analysis from the aspects of the conception of news media, the news production mode, the idea of audience and advertising, public opinion, the accuracy of the data, social, effectiveness, fairness, many aspects of news value standard, living environment of media, technology and human analysis, and to achieve comprehensive, objective, comprehensive. And the author hopes to make up for the blank of this research field to some extent. The age of big data make the news staff set up a concept that To the Data and Based on Service. It changed news production mode from the three stages of news production:the collection of news information, man-machine cooperation report, and data news presentation. So it has changed the traditional sense of news value judgment standard. In the angle of audience, it achieves the audience data analysis, and enhance the value of the feedback of audience. And it realizes the precise positioning of advertising for brand promotion. Its purpose is to find the intersection of user demand. The transformations the big data on the media environment, also asked the media to build interactive information platform, to accelerate the transformation of the media, to seek a cross-border cooperation, and to cultivate professional talents and to improve organization. All of these changes have laid a solid foundation for fully exploit the big data technology.However, the big data is a double-edged sword. With the advent of the rea of big data, People who embrace the big data for its advantages, should also pay attention to its disadvantages, and try to make it up in the future. No matter in what level of big data, it will change the media environment, and at the same time, it will also bring many challenges. The "Relevant and no causal" mode of thinking makes the big data more used in media and business related parts, not in depth report. Because of lacking of social and humanistic care, the news value is compromised. Because it often makes realistic problem into simple, mechanical, laboratory, ignoring the initiative of the audience and possibility of real life, this will make the result lack of accuracy and effectiveness. In the pursuit of commercial interests, it makes the big data blindly chase the preferences of the audience and give up the media’s social responsibility, which has weakened the ability of the media guide public opinion. The lack of technology and talent, forcing the news media cannot make full use of the big data, it can only choose a eclectic method between timeliness and profound. In addition, the media also has to prevent data monopoly, data dictatorship, in order to prevent news become homogeneous, simplistic and superficial. At the same time, the media should strengthen cooperation with other sectors of society, such as privacy protection, energy consumption, data management. In short, the big data is the future development trend of science and technology. The media should not evade or resist the big data technology. On the contrary, the media should polish eyes, size up the situation, and make full use of it to create a better media environment.