Characteristics And Trend Analysis Of Deveiopment Of We Media From Media Property Rights Perspective

Each and every progress in media brings with it great changes in society.Marshall McLuhan,the Canadian communications scholar,put forward his famous media determinism theory that the media with its all forms,having impacted and even changed the way actors in communications behave from all aspects,is the fundamental driver of human development.Today,with the rapid development of mobile Internet,tremendous changes have taken place in the forms and types of media.The popping up of smart terminals,Weibo,WeChat and other new media has led to further integration between media and personal life,making media a real "extension of man".The emergence of we media has achieved a seamless connection between man and the media,which further affirmed McLuhan's prophecy.As a new thing,we media has completely different property attributes from traditional media that have profoundly changed the ways actors behave in the communication process,rendering it a distinct set of characteristics from that of mass communications.And the changes in individual behavior in turn,act back on we media itself,giving it fresh features and trends of development.This paper has two focal points:media property rights and the characteristics of we media.I attempt to derive from the economic and law perspectives of property rights how human behavior changes within the context of we media with changes in media property rights,and how these changes in individual behavior impact the features and future trends of we media.First,I review and summarize the economic and law theorizing on property rights and illustrate the importance of property attributes.Then,I elaborate upon the media property rights institution in China and analyze its historical transitions,followed by a dissection of the present property rights structure and institution of China's we media and an investigation into the behavioral changes of we media users as justifications for reform in media property rights.Last but not least,I discuss from the perspective of media property rights the present characteristics of China's we media in communicative ecology,communicators,communication channels and audience,and explore its future trends of development.