新媒体的个人化趋势与媒介管理和控制

作为一种新的生活方式、工作方式、学习方式和交流传播方式,新媒体已经被越来越多的人所接受并使用。媒体个人化具有内容个人化、传播共享化、管理自律化等特征。新媒体的个人化趋势是社会多样性、个性化需求在媒介领域中的反应,是现代媒介技术发展和应用的结果,是信息海量化和社会信息化的表现,是传播媒介发展到一定阶段的产物。媒体个人化趋势给媒介管理和控制提出了新的课题,应该正视并顺应这种趋势,制定和谐发展的管理目标,建立分布式分类管理模式和以技术管理与法规管理为主的计算机网络环境下的协同管理系统。

The Individualized Trend of New Media and Media Management

As a new style of life,work,study and communication,the new media have been accepted by more and more people.The individualized features of media are demonstrated in that the content is individualized,the communication is shared,the management is self-controlled and so forth.This trend of new media is a response to the social variety and individualized demand in the field,and it is a result of the development and application of modern medium technology,an exhibition of information magnanimity,and the product of the transmission media.This individual trend offers a new research subject for media management and control,therefore the trend should be properly adjusted to and the management target of harmonious development should be enacted;moreover,the distributed categorized management mode and the coordination management system relying mainly on technology and regulation should accordingly be established.