A Research On Automotive We Media In Micro Propagation Environment

What is micro-propagation? With the development of science and technology, the development of the network and the popularity of new media technologies, the emergence of microblogging, micro-channel public number, video sites and other new forms of public information release. Information dissemination through micro letter, microblogging and other micro media, is to go to the center of the multi-stage fission forms of communication, dissemination of information fragmentation, in order to achieve self-expression, communication needs and social cognition. This new form of information dissemination of information dissemination to subvert the conventional top-down mass media, reducing the cost and threshold dissemination of information, with a unique mode of operation, can carry out more proactive and efficient dissemination of information. Micro-propagation is not a very rigorous academic words, academia is also currently no clear definition of authority. The earliest use of "micro-propagation" of this way of expression is Dr. Luan Yi Mei in the article "2007 annual inventory of new media", the article in "micro-propagation" is expressed as: "The core feature of this mode of transmission is 'micro', that content distribution is 'micro-content'(a word, a symbolic expression, a picture, etc.); spread experience is the 'micro action'(by a simple key operation, mouse clicks can complete the selection, evaluation, voting and other functions); communication channels are 'micro media'(mobile phones and other media); the object is to spread 'micro audiences'(a small minority, the object transmission). " Through the micro-blog, micro-channel public number, these micro-site video communication platform, in recent years there have been a new term, "from the media." Since the media in recent years, the spread of the academic term often mentioned. Since the media called "citizen media" or "personal media" refers to private, civilians, general generalization, independent of the communicators, modern, electronic means, not specific to a particular majority, or single personal transfer normative and non-normative information new media in general. Since media platforms include: blog, microblogging, micro-channel public number, personal websites, forums / BBS and other network communities.With new technology and new platforms, automobiles from the media came into being. Unlike traditional media, media content production cars from more freedom, flexibility, professional, and easier to meet the needs of users, so the rapid development of the automotive category from the media. This article attempts to lower auto micro propagation environment from media development study to auto from the more popular media also have their own development characteristics from the media, "Yan Yupeng- car speech" as an object of study, combined with the principles of communication, its content Features, topics planning, innovation columns, audience targeting and marketing characteristics and other aspects of analysis and interpretation, to find out which method is worth learning from peers initiatives to explore and study the status of auto from the media and the lack of self-automotive media development study provides a theoretical support, but also provide useful suggestions for subsequent reference of researchers.