Research On The Impact Of New Media Technology On Online Media Consumption

Since the birth of online media consumption,it has fundamentally changed the composition of people's media consumption,and has quickly become the main part of people's media consumption.At the same time,the development of online media consumption is affected by various factors,among which,the development of new media technology represented by mobile Internet,artificial intelligence,big data,virtual reality,augmented reality and mobile live broadcasting has exerted an important impact on online media consumption.So,explored the impact of new media technology on online media consumption has important significance for promoting the rational use of technology by media organizations under the new media technology environment and guiding consumers to reasonably consume online media.After defining the concepts of new media technology and online media consumption,this paper starts from the perspective of media consumers,and uses new media technology as an influencing factor.Based on the analysis of related research results,this paper compares the online media consumption in the new media technology environment with the online media consumption in the previous media technology environment,in the meantime,combined with relevant cases and analysis to summarize the impact of new media technology on online media consumers and the various stages of their online media consumption process.In terms of online media consumers,new media technology promotes the birth of new consumers and influences the characteristics of the consumer group,new media technology also has different impacts on consumer's demand and their consumption emotion.In terms of consumption process,online media consumption consists mainly of three links: media contact,media use and media evaluation.Based on demand,consumers access to media and make choices about media products and the content they provide,and then enter the media use link to generate specific media consumption,finally,evaluate whether their demand is satisfied and whether it will continue to consume this media product and the content inside,the impact of technology on each link is interlocking.However,technology is a "double-edged sword",which will also bring negative effects while promoting the development of online media consumption.This paper summarizes the problems arising from the development of online media consumption driven by media technology innovation.In addition,based on the current situation and development trend of online media consumption driven by technological innovation,this paper puts forward some countermeasures for the future development of online media consumption.