From dominant institutional voices to dominant user voices Photo: FILE

Different from the traditional media, We Media is an emerging mode of internet-based information dissemination. It breaks out of the traditional environment in which users passively receive information and brings users a new communication experience.

The development of internet technology has brought about profound changes in the news dissemination model dominated by the traditional media. Zhao Yunze, deputy dean of the School of Journalism and Communication at Renmin University of China, said that these changes are mainly reflected in the transformations from node-to-surface dissemination to mesh network dissemination, from dominant institutional voices to dominant user voices, and from communication channels based on physical media to communication channels based on interpersonal relationships.

Huang Chuxin, a research fellow from the Institute of Journalism and Communication at the Chinese Academy of Social Sciences, said that We Media mainly has three advantages in information dissemination. First, large amounts of information can be spread quickly, improving information mobility. Second, its civilian nature and dissemination by and within civilian circles has broadened its range of transmission. Third, We Media’s strong interactivity can promote the secondary dissemination of information. However, there are also many problems facing We Media, such as the low information dissemination threshold and the lack of professional gatekeepers, resulting in the proliferation of false and vulgar information and poor information credibility. Combined with rapid dissemination, these issues also bring about information redundancy.

Zhi Tingrong, executive director of the School of Journalism and Communication at Jinan University, said that We Media needs to be improved in the following five aspects. First, We Media platforms and network operators should assume responsibility for screening network information and guiding public opinion. Second, relevant regulators should step up their efforts in the supervision of We Media and establish a sound legal and regulatory system. Third, the mainstream media should play the role of stabilizers in the guidance of public opinion. Fourth, Party and government organs should consolidate and develop new media positions. Fifth, We Media players must constantly improve their information literacy, media literacy and practice socialist core values.

(edited by CHEN ALONG)