On the Influence of New Media and Methods to Achieve Reasonable Spread

胡海燕

【Abstract】The emergence of new media not only accelerates the spread of information and brings convenience to people， but also subtly changes every aspect of people's life.This paper aims to discuss the influences that the new media bring for people and the methods that can achieve reasonable spread. All of us have the responsibility and obligation to achieve reasonable spread and make the new media serve better for the human progress.

【Key words】new media； influence； method

Ⅰ. The introduction of new media

There are a number of statements on new media， but no one could explain the definition of new media exactly. Generally speaking， under the rapid development of science and technology， new media refers to the media which can extend the transmission range， speed up the transmission， and enrich the mode of transmission （Liao， 2008）. It appears at the late of the 20th century and it is mainly based on digital technology in the field of social information spread.

Ⅱ. Influences that new media bring

It is because the characteristics that new media bring great influences on our life. It really makes us easy to live， but there still exist many problems to go on improving.

2.1 The influences of new media on daily life

The influence of new media on daily life is tremendous. In the past， if we want to buy some clothes， we must go to the clothing store. If we want to see a movie， we must go to the movie theater. Such inconvenient examples abound. With the coming of new media， all inconvenient problems are solved. The convenience and recreation that the new media bring are beyond words. But the worry caused by new media cant be ignored. The trend of copying the content of online games and then causing of crime is increasing day by day. In 2001， according to statistics， the percentage of the crime related to the computer games is 0.6%. It increases to 7% in 2002， 13% in 2003， and 21% in 2006（Griffiths， 2008）.

2.2 The influences of new media on Interpersonal communication

Due to the emergence of new media， such as the Internet and mobile phones， the traditional way of interpersonal communication has undergone tremendous changes. The traditional letters almost disappear and are replaced by email， the traditional face-to-face communication replaced by mail， telephone or SMS communication tool. We can establish relationship with people from different races and countries. Thus we can expend circle of friends and get more happiness. However， bad aspects also exist. New Year SMS is currently a very fashionable way of sending blessing. However， using the massage that others send to us seems to begin affecting our sincere. Sometimes these messages do not reach the goal of mutual blessing. On the contrary， it has become a “formulaic blessing” affecting the emotional interaction between us.

2.3 The influences of new media on social stability

The emerging of channels of new media information transmission such as network breaks through the disadvantages of the traditional media---one-way transmission. New media can give us the chance to conduct free， equal and anonymous communication， so we can send our opinion through BBS， and other forms of interactive space without any barrier. Network gives us all the equal discursive power. Because of the freedom of new media， the impact on social stability of gossip is not allowed to ignore. Illegal businessmen sent the message that the water of earthquake area had been polluted by chemical factory in order to earn interest during Wen Chuan earthquake. After receiving the message， people were snapping up drinking water， which led to the stockoun of drinking water immediately. New media information published anonymously gives us the chance to spread rumor or lies freely， and that contributes to social instability.

Ⅲ. Methods to Achieve Reasonable Spread

Face to this situation， we should find some ways to minimize the negative influences and achieve reasonable spread.

3.1 Strongly advocate internet civilization

On the one hand， we can make full use of characteristics of quickness of new media spread especially internet to disseminate the concept that we should establish the healthy and positive social values and put an end to the spread of pornography， violence， and other bad information. We also should strengthen the monitoring of online group activities and improve the ability of managing on time.

On the other hand， we must reinforce the management of network public opinion from source in order to make sure not to let negative power have an impact on the atmosphere of society. To prevent the spread of negative and strengthen internet civilization， cultivating the ability of distinguishing right from wrong is also very important.

3.2 Legislate more network law and strengthen supervision

Of course， only relying on the self-discipline of new media is further not enough. Reasonable spread also can't be beyond the legal and moral and become purely free world. Over those years， the government has enacted a series laws to improve internet environment. Such as： “Internet Culture Management Interim Provisions”， “the Website Name Registration Management Regulations” and so on. But for building a healthy network environment， that is not enough. We need to legislate more network laws to make sure there are laws to follow. After having laws to follow， we must build a specialized network supervision department to strengthen management.

3.3 Innovate technology and restructure spread structure

Highly technology of new media is a big difference from other traditional media， new technology not only provides a good channel for information transmission， but also provides technical support for information management. Innovating technology and restructuring spread structure is the important aspect to solve the problem of new media spread， and it also is the necessary way of new media management. At the end of 2009， Beijing， Shanghai， Guangdong， Jiangsu and other provinces and cities have launched the new function of mobile phone of “sent yellow jokes， mobile phone stop service”. At the same time， users can also download “housekeeper” terminal software to help to prevent junk messages. It is easy to see that innovating technology plays an important role in achieving reasonable spread.

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