In the past 2004, Blog developed in China's internet development beyond people's imagination. All major sites have launched the blog managed service. More and more people have begun to pay attention to Blog and began to have their own blog. The mainstream media also pay attention to Blog, "National Media" "grassroots media" "self-cultivation" The new concept of the law has set off a huge wave on the vast Internet, and the era of the whole people is coming. If we look back the time back to a few years, I will find the history of the Internet development. We will find that many people have also have similar optimals when the personal website and the forum / BBS have. So, what are the difference between Blog and other network communication methods? It really can do "challenge the mainstream media hegemony, will return the freedom to civilians" or will become another broken Utopia?
1 blog origin and development in the United States
The source of blog in the United States, which is probably one of Blogs now in the best of the United States. In 1997, the Dave Winer, which was also the US Userland software company CEO, was also published in the earliest script related to Blog technology, "Scripting News". However, in the previous year of "scripting news", there is already the initial idea of blog. At that time, in order to resist the US "Communication Specification Law", the freedom of speech is promoted, and Winer embedded in the BLog function in the Web content editing / management script tool "Userland Frontier". At the beginning, Winer did not use blog, English Blog is a referred to as WebLog. It is a form of water on the network. The US netizens are used to calling Blog this action called Blogging, and people who do this are called "blogger".
Perhaps BLOG technology is not much difficult in technology innovation, but its significance is unfounded. Many bloggers have begun to regard Blog as a fourth Internet communication tool after email, BBS, and instant messaging.
2 Different understandings of Blog in content and cultural level
It is necessary to understand what blog is not a difficult thing, but according to the theory of "Media", although a communication method can be used to spread all types of information, a new way of communication cannot only be used as use. To spread new ways of original information, its impact on society is also unlimited to spread the original information in a better and faster way. Different communication methods, due to their different ways, information transmission mode and sensory balance, it will also have a new "information flow mode", which must also have an impact on people's communication mode and cultural level. As a new form of online publishing, Blog will inevitably combine some new culture, new communication. In this dimension, people have a lot of different understandings to blog, which can be seen from the various translations of Blog in China. Blogchina.com translates blog into "blog", implies the advocacy of elite culture, Blog is where the knowledge of knowledge is visible; the translation of "Network Diary" emphasizes that Blog is a self-media that everyone can have. Other people think that blog is a "network log", focusing on his spirit and sharing atmosphere. The three translations contain the description of the use of BLOG in their respective ideals, not just technical, formal definitions.
3 BLOG compares to other network communication methods in medium use
"An medium that cannot be widely circulated or requires special coding techniques is likely to be applied by the upper class. On the contrary, if a medium is easy to get in touch with ordinary people, it will be democked." Innis Theory has opened up a perspective for us to examine the elite and grassroots disputes, making us skip the value of the value to compete, from the "biased direction of the BLOG itself" to analyze the nature of the cultural and social level.
The author believes that the media is easy to contact mainly means that the right to use a medium or the special knowledge of a medium is required to have a special knowledge of the code decoding process, which affects the public to use a medium to communicate information The likelihood, which in turn affects this medium is mainly applying from what class. The time energy consumed by the process of encoding / decoding when using the medium, affects the frequency of information propagation, and has an important impact on the content style of the user's publishing information and the use of the medium. At present, personal tools for communication can be roughly divided into the following categories: personal Web site (including static sites and sites with dynamic technology), email, instant messaging, forum and BBS (including web forms with Telnet ). The media will be easily contacted below.
Obviously, there is a static personal site that requires a lot of time and energy to make a page, and the process of learning coding decoding is not easy, and the production of web pages has even become a special technology. Using server-side scripting technology Creating a dynamic personal site When you create a more difficult technology, even if you use a ready-made script, the technical difficulty of configuring the configuration is also exceeded the capacity range of many Internet ordinary users. In contrast, the difficulty of applying for Blog, Forum, Email, or Instant Message Software account is much lower, usually just fill in a simple form. Among the processes of learning, because Blog is a new thing, and some users have different habits, most managed websites are not more detailed, and the difficulty is slightly difficult.
In terms of an additional time consumption of the coding decoding process, the content release of static personal sites needs to be made through constant creation and modifying the web file, which is a complex encoding process. BLOG and Forum, the content of the email is relaxed, is done by filling in a simple form in the browser. The information on instant messaging software is the easiest, and a piece of text is sent, using instant messaging software than using other modes. And it also simulates people's face-to-face interaction mode, people can communicate convenient communication through various means such as text, pictures, voice, videos.
Static personal site
Dynamic personal site
Blog
Forum, BBS
Instant information
Contact difficulty
high
high
Low
low
low
low
Code decoding difficulty
high
in
in
in
Low
low
Audience
Not-specific viewer
Not-specific viewer
Not-specific viewer
Not-specific viewer
Particular individual
Particular individual
Table 1. Comparison of various network propagation methods
Through the above, we can conclude that because the network communication method of the personal site is difficult to learn, construction and maintenance should pay a lot of time energy, it is impossible to become a medium that is widely used by the public (several years) Many people have this expectation to their personal sites). The past facts have also proven to this, during the period of powerful development, due to the high requirements of the webmaster, most sites are the personnel of the computer related industry, and it can be said to be the technical elite in the Internet. . And the constructing and maintenance of the personal site is so large, so that there is no commercially available personal site after the Internet bubble is off, and the personal site in the traditional sense is already micro. The email and instant information software have a large amount of contacts, both have a large number of users 2, which is a real-clear network medium (where the content transmitted by email is more formalized than instant messaging software) . However, the main object sent by email is a particular individual, it is difficult to challenge mainstream media and form public opinion. The instant messaging software can spread information through interpersonal channels because of the difficulty of using difficulty in use, and quickly spread information through interpersonal channels. However, because of this, the information of instant messaging software propagation is generally very short and has a strong speech, non- Formalized tendency. And some media should become a national media not only require this medium to be used by the whole people, but also require this media publishing content with great and far-reaching influence, which can affect the society by affecting the audience. (From this, it can be seen that the less difficulty of the medium is, the more likely the possibility of becoming the media of the whole people). In various network propagation methods, it is easier to be used by the public, allowing the public to make their own voice and may be read by a large number of browser, only Blog and Forum (BBS), that is, contact with the media itself. Easy to analyze that only these two network propagation methods have the possibility of becoming "national media". Here we can see a doubtful phenomenon, Blog and Forum are similar to the difficulty of contact with coding decoding, but in fact, we can observe that both the user group and content, cultural huge differences. What is this different from this difference? Some people think that Blog will replace the forum and BBS, is this likelihood? This requires research on other factors that affect media. Other factors affecting media use
The use of people's use is a complex process, which is subject to complex psychological activities and will not only be affected by the difficulty of the media itself. This aspect is due to the pursuit of respect and recognition, and on the other hand, it is caused by the environmental specifications and values. People treat the conscientiousness of the content you published, and the feelings of investment have largely determine the quality of the content. Specifically to the network medium, this seriousness and input is often determined in the difficulty of virtual identity and the association of the published content and virtual identity. When the network media has just happened, some people have issued pessimistic predictions: Due to the anonymity of the network and the virtuality of the online identity, people will be willing to change their virtual identities, and they will lack the sense of responsibility, rumors Will spread around the Internet. However, people are sometimes surprising to their own online virtual identity, and even in some online games or even people like to buy virtual identity with real currency. For a senior user, his blog or forum account is not spent in a minute, you can register a ID, but another identity of the individual, poured his heart and feelings. Although the identity on the Internet can be said to be virtual, most users have feelings of their virtual identity and carefully in the virtual identity, and the virtual identity is never means that they are not responsible for what they want. However, virtual identity does not equally identity, it is different from the objects facing in different propagation methods, and the method of obtaining virtual identities is also different, which affects people's responsibility to their speech. In many news websites, you can post a comment in the netizen comment function of many news websites. Everyone can see the comment of emotional, venting nature. In the Forum (BBS), each person has a relatively fixed ID, and many people faced in a smaller forum in size are "acquaintances" in the network, and people's self-discipline is strengthened, and the quality Significantly improved. However, because the forum is classified according to the subject, the content in the same version is sorted by time, and people often have access to different forums, and they still register different IDs in different forum systems, and even many people are in the same forum. There are also different IDs, the forum does not associate the contents of all the virtual identities of a real person, organized the function, which causes the relationship between the forum to publish content and virtual identity is a dispersed, weak Association, a user issued a month ago, or the information published on other forums Even for those who know the user in a forum unless it is unless otherwise it is difficult to obtain, this is not conducive to the intensification of speech responsibility. . Blog is different, although there is no hard specification, but because the same person's Blog can be accessed, link, and there is a content classification function, most people do not choose to maintain multiple blogs while maintaining multiple blogs, people's virtual identities come together, all The speech published on Blog is tightly organized in a blog site and is closely associated with the author's virtual identity, and each message released by the user will consider his blog readers' views. This explains why the average quality of the release content on Blog is high, and it also explains why the TrackBack (a technology of the Blog program is used, and the user is left at the same time on its own Blog page. Instead of sending a comment on how to comment on the end of the article, the comment is generally written more than a general comment. In summary, the characteristics of Blog on the virtual identity determine that the blogger is more senseless than the forum users, and the content is also generally emphasized, more depth - and this is a key step to have an influential medium. BLOG uses the low difficulty of use, making the news that it provides is more close to people's lives, and the news they collect is mostly the first hand. 2001 9.11 events make hundreds of personal blog websites a source of news from traditional sites.
BLOG is different from different information organizations to the forum, which is also different for users. BLOG is like the door to welcome others to visit home, and the information scene shaped by the forum / BBS is more similar to a square. The author believes that these two network propagation methods will coexist in the future, and there is no alternative relationship. The difference in the class of the second user can also determine the difference in media propagation. The forum and BBS belong to the earlier propagation means on the Internet, and Blog has just introduced China for more than two years. According to the innovative diffusion theory, people who first try to use new technologies are often the "opinion leaders" in the newly proliferated diffusion process, but also a batch of people with a more sensitive information. The BLOG medium itself uses the difficulty reduction and does not disregard the requirements of ideas and expressions, even because of the above "virtual identity association" problem, this requirement is higher than the forum / BBS. We can often find that some people have become more influential individuals in some forums, but in the world of blog, this is not good.
in conclusion
In summary, Blog can be said to be the characteristics of personal websites and forums / BBSs as an emerging network. On the one hand, since the published information has caused all the virtual identity to publish all the sense of content of the personal website, the high-level responsibility of the content, also in the ideological and expression ability, and the other aspect of the media itself. Reduces the difficulty of use and reduces the threshold for using the BLOG release content in technology. The advantages of the technology elite on the Internet will be done, and the complex technical process of establishing a personal website has long been a more extensive "Ideological Elite" "Knowledge Elite" will add BLOG's large chorus. This process will enable connotation that there is an influential content that occurs more and more on Blog. Blog does not become a "national media" - although it is indeed "everyone can participate" relative to traditional media, it does not compare it with the forum / BBS in this regard. If you want to make a prediction to the future positioning of Blog, I think it will be the mainstream medium in the future. The so-called mainstream is not measured, but it is likely to be attractive to the social power class, that is, the status, decision-making rights, decision-making rights, decision-making rights, and consumption, the influence is the greatest impact on social impact on the Internet. Media. At the same time, Blog's development will bring an opportunity to the profit of Internet companies, because it has changed a large number of Internet media often users, but for advertisers, the value is not high.
end
Finally, because there is no more comprehensive and detailed statistics on the status of the blog user, with the statistics of the PIP for the US BLOGGER, the United States blog today is expected to predict China Blog tomorrow.
The United States has 120 million Internet users, 7% have their own Blog, 27% reading blog. 57% of people with their own blog are male, 48% under 30 years old, 82% have more than six years of Internet experience, 42% of the user's household income is above 50,000 yuan. 39% have universities or graduate degrees.
Compare China Internet Development Statistics Reports According to the 2005CNNIC, it can be seen that the US BLOG users and my country's Internet users have a significant difference: more users over the age of 30, and many high-income classes. In fact, the author speculates that this difference is existed in China. Because China's Blog is still in its infancy, the user can only be more obvious. However, there is currently no data support that cannot be further discussed, and it is hoped that more steps can be carried out more and more steps.
Reference
1 The State of Blogging 2005.1
2 China Internet Development Statistics Report 2005.1
3 Regional disappearance: the impact of electronic media on social behavior
4 spread theory
In addition, this article also refers to many articles on many websites such as BlogCn, BlogChina, 9CBS, CRJ, not in one day, here, thank the author.
