The liberation of cattle Network
|School||Shanghai Academy of Social Sciences|
|Keywords||Traditional Media Website Jiefang Cow Virtual Community Communicating Model Communicating Theory|
The essay analyzes the characteristics and styles of "Jiefang Cow", the introductive website of Jiefang Daily Group, summarizing its constructive virtual community, comparing it with "Renmin", the introductive website of Renmin Daily Group, and classifies the communicating model on the traditional media websites in China, abstracting the communicating idea of "Jiefang Cow", and providing references for the construction and development on communicating idea on our traditional media websites.The introduction part analyzes the background of selected topic, meanings of study, literature review, definition of concepts and theoretical tools. The essay defines three concepts:traditional media website,traditional news communicating model and news communicating theory. The essay analyzes two theories:"Media Framing Theory" and "Media Content Theory", in order to analyze and research "Jiefang Cow".The first chapter is divided into four parts.The first part introduces the general situation of "Jiefang Cow".The second part analyzes the core of the website:Cow Language. It contains four features:figurativeness, entertainment, interaction between communicator and receiver,the coexistence between innovative phylum and common discourse. The third part analyzes the "News Stock" created by "Jiefang Cow",including its principle, the relationship with stock,its fuctions and productiveness.The fourth part analyzes the virtual community constructed by the website, including the community’s feature and culture.The virtual community constructed by "Jiefang Cow" is such a community that it contains news and other internet information including entertainment elements and public journalism.The culture formed by the virtual community mainly contains inner-outer "pshyco-culutre" model, including the outer model which combines business psychology and mass culture and the inner model which unites therapy psychology and recreational culture.The second chapter analyzes the creative feature of "Jiefang Cow".The essay chooses the introductive website of Renmin Daily Group to analyze, and compare it with "Jiefang Cow",and make the conclusion that there exists two communicating models:authoritative and mainstream communicating model constructed by "Renmin" and individual model constructed by "Jiefang Cow". In the third chapter, the essay The essay holds the point that the virtual community which "Jiefang Cow" constructs has inner-outer "psycho-culture" model, on the base of which the "balanced community interactive communicating model" forms. The model forms the division with the "top-down mainstream communicating model", which is the usual model of traditional media website represented by "Renmin".By the creation of communicating model, "Jiefang Cow" forms its special communicating theory by the classification on communicating model, including comparative unrestrained communicating theory, creation supreme communicating theory and "Communicating Model First" theory. They would provide theoretical and practical meaning for the creation and development on the traditional media websites in China.