'Self-media': Its Operational Strategies And Development Trends

Self-media is the medium and route through which communicators autonomously collect and select content after publishing through the Internet platform.It subverts the traditional mode of communication.It has the characteristics of personalization,low threshold,and strong interaction,and it has rapidly developed into an important new medium.Self-media was a product of the Internet era,the era of mobile internet has completely activated its potential.According to the "Statistical Report on China's Internet Development"(2017),the number of Chinese netizens reached 751 million,and mobile phone netizens accounted for 96.3% of them.China has fully entered the era of mobile Internet,and digital technology is promoting economic and social transformation.Nowadays,self-media has completely entered the daily lives of the public,not only has the depth and breadth of content begun to catch up with traditional media and become an important channel for fragmented reading;diversified forms of information presentation and forms of operation have also attracted large numbers of users.It has attracted widespread attention and favor from commercial capital.Different from traditional media,self-media is born with social attributes,it is easy to build interaction with users through personalized content and event design.The feature of “virtual + reality” matches the space-time characteristics of the era of mobile internet,catching the attention of users and getting through the line.The dual channels that go online and offline make the cost of the relationship significantly lower,while the media function and service form have been continuously improved.The open media environment,reward rules of the platform,and capital injection have attracted more people from self-media to participate in it.Currently,the current status of the operation of self-media is characterized by vertical content,user segmentation,and diversified channels.Constantly innovating,the mode of self-media has become pluralistic.However,after the development of the blowout type,self-media has finally entered the part of the survival of the fittest.The slow reading and the lack of attention of the users have become the biggest pain points for development.In theface of fierce commercial competition,the homogenization of self-media content is very serious,even abuse of hotspots,random forwarding of other people's original content,causing the discussion of communication ethics,causing serious negative impact on the industry's ecological and social economy.The inability of the operating strategy forced a large number of self-media outlets to declare closures,self-media ushered in new challenges.The single profit model and traditional operating strategy have been contrary to the times.The core issue that needs to be solved by the self-media today is to explore sustainable development strategies.At present,some individual self-media have achieved phased commercial success through appropriate operational strategies.This paper combines SWOT analysis and refinement of operational strategies with individual cases,and expects to bring new inspiration to self-media people,from content,platform,and industry levels,looking forward to the future development of the media.