Some experts also put forward: "As long as the basic elements of media are different from traditional media, it can be called new media. Otherwise, it is at most a deformation or improvement on the original basis. " "The current new media should be defined as the media form that appears on the basis of telecommunication network-including the way of using wired and wireless channels." Some scholars define new media as "interactive digital composite media".
Characteristics of new media
Compared with traditional media, new media naturally has its own characteristics. In this regard, Wu Zhi believes: "Compared with the old media, the first feature of the new media is its dissolving power-dissolving the boundaries between traditional media (TV, radio, newspapers and communications), dissolving the boundaries between countries, communities and industries, dissolving the boundaries between information senders and receivers, and so on."
Zhou Jin pointed out that new media can really connect with the audience, and at the same time, it is interactive and cross-temporal. At the same time, new media has brought many new ideas and models to the media industry, such as more and more professional programs, and the seller's market has turned to the buyer's market.
Guo Weihua believes: "The biggest difference between new media and traditional media lies in the change of communication state: from one-to-many to many-to-many." "From the perspective of communication, new media communication has four characteristics-everyone can conduct mass communication; Information' has nothing to do with' meaning'; The initiative of the audience is greatly enhanced; "Niche" of mass communication. "
Some researchers put forward from another angle: "New media release information almost free, and it is free for many audiences, which challenges the production cost of news products of traditional media." Zhang Yuqiang also took the "London Bombing" as an example, and put forward the trend of multimedia integration of new media. "William Dutton, a citizen, took a photo with his mobile phone and' reported' the scene of the disaster on a friend's blog in the form of almost a live photo. These photos quickly made headlines on major TV networks. In this' report', mobile phones, blogs, the Internet and podcasts work closely together, firmly grasping the power of' the first time, the first scene', and the combination of new media forms and media tools shows great power.
The Application of Advertisement in New Media
New media advertising refers to placing advertisements on new media, and the proportion of advertisers placing advertisements on new media is generally around 20%.
The Expression Forms of New Media Advertising
Outdoor new media: At present, outdoor new media advertisements include outdoor video, outdoor projection and outdoor touch. These outdoor new media all contain some outdoor interactive factors, thus attracting popularity and enhancing media value.
Mobile new media: mobile TV, car TV, subway TV, etc. Is the main form of expression. Through the packaging design of mobile TV programs, it can increase the audience's stickiness and facilitate advertising.
Mobile new media: Mobile media is by far the most popular, fastest, most convenient and compulsory platform among all media forms, and its development space will be very huge. In the next two to three years, 3G mobile phones will gradually become popular, and mobile media will become an important means for ordinary people to obtain information in their daily lives.
Characteristics of Bluetooth Advertising in New Media Advertising
Mobile phone is a social circle held in the hand, a smart companion in the hand, a mobile art of life and an inseparable thing. In 2007, mobile media may suddenly emerge, among which Bluetooth advertising is the most striking.
Directionality: Bluetooth advertising breaks the traditional advertising media pricing rules, advertisers set their own expenditure budget and send targeted articles to target customers.
Accuracy: The biggest feature of Bluetooth advertising is direct access to the receiver's mobile phone, "one-to-one" transmission of information, forced reading, 100% reading rate!
Small audience: Bluetooth advertising directly affects the most consuming groups, and the same product can easily transmit different advertising information according to different audiences, so as to target the most effective consumer groups to the greatest extent.
Communication: Bluetooth advertising is highly contagious. The receiver can take the information with him, consult the advertiser at any time, read it repeatedly when necessary, and send it to interested friends at any time.
Flexibility: The release time of Bluetooth advertisements is extremely flexible, and advertisers can flexibly choose the release time of advertisements according to product characteristics, even within a certain period of time.
Interactivity: information recipients can reply to information sources in different ways, and refer to information feedback and re-creation in a timely and convenient manner. Its distinctive interactivity makes Bluetooth advertising more and more entertaining.