Study About The Influence Of Internet Enterprises Entering In Media Domain To Media Industry

In 2014,Shanghai Evening Post closed quietly, while the birth of new media platform which is called The Paper is highly anticipated. The new era The Paper represents that reflects the result of Shanghai newspaper group's reform, which also means traditional media have come to decline. The demise of newspaper is not only the status of Chinese newspaper market, it also happens in other countries and regions around the world. TV media is also faced with the trend of audience rating decline and advertising revenue decrease progressively. The traditional media appears weaker, while Internet enterprises enter the media realm passionately. Represented by Baidu, Alibaba and Tencent, with their substantial data, smoother distribution channels, Chinese internet enterprise is deeper involved in the realm of media, participating in the mass media content producing, media product marketing, providing platform and terminal equipment. Internet enterprises enter into the field of mass media with big data, cloud computing and the internet technology, they will lead revolutionary changes in the mass media.Regarding Alibaba entering the mass media industry as the entry point, the article focus to explore how Internet enterprises make use of the internet technology and capital affect the traditional mass media. It is discussed whether Internet technology can activate the traditional media from media evolution logical view, and discussed what effects will be bought to the mass media industry and social development.The method of case study is used. The research will take Alibaba buying a share of China Business Network, and Bezos buying the Washington post as case comparison to analyze what effects internet will bring to media ecology. Paul Levinson's theory of Anthropotropic and Remedial Medium are used. The article will discuss the internal technical evolution logic during the process that media become intellectualized. Discourse Theory is used. The article will discuss bilateral interaction between media and audience which can become the social dynamics to promote the development of the mass media.Using the theories above in the view of technological change and social development, the article analyses the internal logic how the mass media development was influenced by internet enterprise. The conclusion is drawn. I. Internet enterprises' business models will be transplanted into mass media. Mass media is turning to information bidirectional interactive platform which is open and interactive. Content producing and communication mode are also changed. II.The main reason that internet enterprises activate media is as below. The information platform's functions expand the extension of human's body. Internet technology can make the media in accordance with Paul Levinson's theory of Anthropotropic and Remedial Medium. Audience is empowered by mass media through internet technology. It is audience's desire to be empowered and to have expression channel that promote the media change and guide the media being interactive. III.The media industry chain has been reconstructed. Depending on the advantages of capital and technology, internet enterprises run through from upstream to downstream of the whole media industrial chain. The traditional media will only become a content producer. Internet enterprises essentially guide the media in the trend of technology and content.The primary cause to change the media is that: by the strong capital strength and technological superiority of internet companies, internet technology in daily life has changed the audience's cognitive style and behavior deeply, thus the media industry has to be in tune with the times. While the internal logic is the grassroots property and interaction property of internet technology makes the audience to participate in the media content production. The discourse channel diversity under media technology progress will promote social empowerment. It is audience's desire to be empowered and to have expression channel that promote the media change and guide the media being interactive. Such properties as big data technology and social functions will reshape the content of the mass media and the mode of production. On the basis of technical development, media forms will change in accordance with the hopes and aspirations of human beings. It is an inevitable result that internet enterprises entering the field of mass media during the development of internet technology. At the same time, it is also an inevitable result that human desire to stretch media and society develops.