Internet Thinking And The Transition Of Traditional Media From This Perspective

In 2014,general secretary Xi Jinping proposed to "strengthen the Internet Thinking" in the Central Leading Group meeting, which makes the term "Internet thinking" that only exists in the Internet industry before spread rapidly into the general public’s vision. Domestic researches on "Internet thinking" also express diversified viewpoints. Certainly commendation and criticism exist side by side. What does the "Internet thinking" mean? Clarifying the connotation and extension of Internet thinking has became a common subject for current academia and industry.American scholar Manuel Castle pointed out that the Internet has created a new form of social organization, a ubiquitous network society. We have been aware of that the Internet originated from technology, but it has not been a pure technological category and penetrated into every aspects of society, influencing and changing the way of human existence and thinking. "Internet thinking" is an inevitable result of paradigm shift brought by Internet technology revolution, which has its own unique features of cognitive thinking.But what is completely disproportionate to current respected situation of "Internet thinking" is that the current academia and industry haven’t a systematic research on "Internet thinking" from the definition to the characteristics of thinking, and the using of "Internet thinking" concept has fallen into flooding trend, most application research on Internet thinking is just generalities, this paper is developed under this background.This thesis will majorly concentrate on the following aspects:firstly, the formation of Internet Thinking. In this part, the prearrangement, introduction and development of Internet Thinking will be summarized, and a new concept of Internet thinking be redefined. The founder of Baidu, Li Yanhong, initiated the concept of "Internet Thinking" in a speech in 2011. Obviously speaking, the "Internet Thinking" consists of two parts:"internet" and "thinking". So, internet becomes an unavoidable precondition when it comes to "Internet Thinking". As one of the most leading vehicles of social communication, internet, by feat of the special technological framework for interconnection,becomes the engine of internet thinking based on its remodeling effects on propagation rules, social structure and human communication. The "Internet Thinking" in this thesis is defined as an ideological dimension that conforms to the internet rule of inter-connection and inter-working with the Internet being one of the leading social vehicles. Secondly, the propagation rules in the perspective of Laws of Media. In the history of communication studies, the scholars of communication mostly paid their attention to the communication of media content and its effects. And we must have a comprehensive study on the special communication rules of media as the subject of theoretical review before understanding Internet Thinking. In this case, McLuhan’s Laws of Media can be seen as a valuable framework for analysis. According to McLuhan, it does not matter what information the media delivers; what matters is the consequence and result brought about by the media. This chapter will engage on the distinct propagation rules of internet compared with traditional mass medias, focusing on the study on media promotion, out-dating, resurgence and reversion. Thirdly, the features of Internet Thinking. Generally speaking, the cognition of thinking can be categorized into two levels:the first level focuses on what the thinking is, and the second level emphasizes on how the thinking functions. Apart from the knowledge of Internet thinking in terms of definition, this chapter will conduct a further study on the features on Internet Thinking in details, namely, diversified communication thinking, subversion and reconstruction thinking and trans-boundary open thinking. Fourthly, the study on the application of Internet Thinking in the perspective of the transformation of traditional media. With an extensive understanding of Internet Thinking, this chapter will probe into the transformation of traditional media in the following three aspects:the reform of interconnection reinforcement of traditional media, subversion and innovation of operation and management thinking and the trans-boundary cooperation of traditional media and the Internet.