Digital media refers to the information carrier that records, processes, disseminates and obtains the process in the form of binary digits. These carriers include digital sensory media, such as words, graphics, images, sounds, video images and animations, and presentation media (codes) that express these sensory media, usually called logical media, and physical media that store, transmit and display logical media.
The characteristics of communication science McLuhan said that media is information, and the progress of media technology plays an important role in promoting social development. Therefore, the development of digital media will shift from the disseminator-centered to the audience-centered, and digital media will become a multimedia information terminal integrating public communication, information, service, culture and entertainment, communication and interaction. According to lasswell's "Five W" model, the main features of digital media are as follows:
1. Diversification of communicators: Because the digital mode does not occupy a considerable electromagnetic spectrum space like the analog mode, the monopoly situation caused by the "scarcity" of channels in the traditional analog mode will be broken.
2. Quantization of communication content
3. Interactive communication channels
4. Personalization of the recipient
5. Intelligent communication effect: With the help of a computer system similar to POS (Sales Data System), digital media can more accurately track and analyze the audience's viewing behavior and viewing effect.
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Accuracy characteristic
From the perspective of communication, digital media should not be regarded as a purely technical concept, but a new mode of communication. The appearance of digital media has changed the nature of traditional media as pure mass media, which can be used not only for mass communication, but also for accurate communication on the basis of mass communication.
1. Accurate communication is the product of extreme mass communication and focus communication.
With the development and evolution of the media, the mode of human communication is constantly evolving and developing. At first, it was absolute mass communication (that is, information was directly transmitted to the widest public, regardless of the recipients of information), and later it evolved into focus communication (divided according to the characteristics and preferences of the recipients of information, and then disseminated the corresponding information). In Digital Survival, Negroponte mentioned that in the information age, the coverage of mass media has changed from large to small. On the one hand, there are more and more audiences and readers in the media, and the radiation coverage has become wider. On the other hand, the communication for specific readers is becoming smaller and smaller, and more and more specialized. With the development of media and audience, focus communication has entered an extreme stage, that is, accurate communication stage.
The extreme development stage of focus communication, that is, from facing a specific group to facing a specific person and family. Corresponding to mass communication and mass communication is the stage of accurate communication, which is the third stage of modern communication development. At this stage, the personalized needs of the audience are obvious and diverse; Communication technology is very advanced, with the characteristics of "one-to-one communication" and "interactive communication"; Media organizations can maintain one-to-one interaction with their audiences (customers), and audiences can easily obtain personalized information, and can meet the personalized needs of different audiences economically and conveniently through advanced media and communication technologies.
2. Accurate dissemination of digital media
The personalized communication characteristics of digital media determine the subdivision of its communication objects, and even begin to tailor and spread based on families and individuals, which makes the traditional concept of audience more and more detailed and can spread more accurately on the basis of mass communication.
(1) Personalization of communication content. Content providers have separated some functions of production content and socialized production of programs, which not only greatly increased the number of programs in digital media and enriched the program content, but also added some highly personalized value-added services, making the spread content more colorful.
(2) Communicators provide personalized services. The main body of digital media has the characteristics of information dissemination, such as high efficiency and easy to meet the individual needs of the audience. Generally, it is guided by users' needs, and gives priority to launching users' favorite program channels, striving for the highest ratings and subscription rate. On the basis of gaining certain economic income and professional channel operation experience, according to the market scale order of professional channels, more professional programs are further launched. Establish brand awareness, cultivate brand channels, win by program quality, and do our best to meet the individual needs of the audience.
(3) Individualization of the audience. In the era of digital media, the audience is the information receiver or consumer of digital media. They are the end users of the digital industry chain, which is obviously different from the audience in the analog era. The characteristics of personalized consumption are reflected in the audience's consumption of digital media business. The relationship between users and front-end operators is no longer a broad and simple broadcast, but has evolved into a close relationship between supply and demand of information services. The service of digital media is not limited to news and entertainment programs, but has developed into a comprehensive service of Internet, telecommunication network and broadcasting network based on broadband interaction. Users can customize programs according to their own personalized needs, and they can also enjoy other personalized services by using digital media.
(4) Personalization of communication forms. Digital media is no longer a "point-to-point" broadcast communication, but a "point-to-point" interactive communication. The appearance of digital media, the wide application of digital technology in film, television, music, online games and other industries, the popularity of two-way television, interactive multimedia systems and digital movies have fundamentally changed the communication form of digital media. In the state of triple play, users can watch their favorite programs, order IPTV interactive network, surf the Internet and enjoy providing comprehensive multimedia communication services including voice, data and images as long as they turn on the TV.