Research On The Production And Communication Mechanism Of Crowdfunding Journalism Under The Perspective Of Long Tail Theory

The development of new media technology and the widespread popularization of social media have led to the great change in the social environment and the mode of news production in which the media industry has survived,and the social environment and media environment of people receiving news have changed.Correspondingly,people's reading habits and consumption tendencies have also occurred in the transfer,turning to use smart phones and other equipment to understand domestic and foreign news by Weibo,WeChat and other platforms.In this context,the awakening of audiences' news awareness and the development of the Internet have promoted the process of public participation in news production.The emergence of social media and the rise of participatory culture also have awaken audiences' productivity and creativity,coupled with that the public's requirements on high-quality news also make people's small minority,professional news appeal be highlighted.The emergence of crowdfunding journalism,both based on the above conditions are mature,but also the audience is satisfied for the customization,professional news demands to some extent.With the advent of social media era,all kinds of information and knowledge blowout burst,we entered a rich information era.Media,information and the audience in media industry is also quickly broken down in fragmented way,and a large amount ofaudience hopes to find some interested minority news from the massive information world.In addition,the development of Internet technology reduces the costs of consumers' acceptance and consumption.Most likely,people could concern about the "tail" news at a low cost of the small consumer market curve,so that the overall effect of its attention will exceed the "head".This is the real meaning of the Long Tail describing the economic model which was proposed by the United States magazine editor named Chris Anderson in 2004.There are two main features of the Long Tail: one is small,which is difficult to attract people's attention because the long-tailed share in the market share is very small;the other one is long,even if the long-tailed market size is not very big,but the number is numerous.He insists that if we put a large number of non-popular niche products together,it is possible to form a market to compete with the popular.Although the study of this theory is mainly concentrated in the economic field,it also in the same way applies to the news consumer market under the conditions of the Internet.In the field of journalism and communication,the focus of the Long Tail theory is mainly reflected in the audience who begin to shift from the small popular news in the head of the demand curve to large amounts of non-popular news at the end.In this paper,we mainly draw lessons from the three major forces of the long tail market,and synthetically use the research methods such as literature analysis,comparative analysis and case analysis.Then,we will combine the production process,communication characteristics and the change of traditional news production mode,to carry out a more comprehensive and objective analysis of the news in the theoretical level of the public.At the same time,we also hope to provide some advice of the development of public information.Combining with the Long Tail theory and through the analysis of the three aspects of production,dissemination and filtration,we will further explore the production mechanism of crowdfunding journalism in the news consumer market.What's more,based on the analysis on crowdfunding journalism production system by using the Long Tail theory in this article,it will also be combined with appropriate cases to conduct a specific analysis to be demonstrated.This article is an interdisciplinary comprehensive study.It intends to explore andstudy the production mechanism of crowdfunding journalism by means of the framework and core ideas of the Long Tail theory,and it strives to put forward new research ideas on the basis of previous studies.At last,the main purpose of this paper is to promote the development of crowdfunding journalism by providing further theoretical basis and reference ideas.