| "Lipstick Effect" which become one of the most popular terms at present once again goes into public view with the arrival of global financial crisis in 2008.The theory of"lipstick effect" is raised during the last century's Great Depression,which refers to people still have a strong desire of consumption under the economic uncertainty and turn to buy relatively cheap non-essential items in the condition of being unable to afford large consumption.According to historical data,American industrial output was reduced by half from 1929 to 1933,but cosmetics sales surged;it holds true for economic recession from 1990 to 2001;after the attack of "9·11" in 2001,lipstick sales even doubled.The "lipstick effect" is applicable not only for cosmetics consumer market but for cultural market.When economic crisis broke out in 1920s and 1930s,Hollywood movies thrived;in the 1970s,Japan suffered economic crisis, however,animation industry rapidly boomed as cultural industry and went into the international market.The same experience when Korea faced the Asian financial crisis in 1998,put forward a "cultural nation-building" principle for salvation and so that the "Korea Wave" from TV series and movie swept the whole Asia.In the serious global financial crisis circumstances,Premier wen expressly pointed out that we need to cultivate areas of high consumer demand,expand consumption in new areas, increase consumption in culture,recreation,sports and fitness services;and vigorously expand consumption in new areas such as the Internet and animation.It's obvious that in the today's international environment,China's cultural industry is a good time to develop.Movie industry as an important part of China's cultural and creative industries has given us an excellent explanation.China's movie market raked in 4.341 billion yuan in box office revenue in 2008,an increase of 1.014 billion,up 30.48%,together with the overseas Chinese-made movies sales revenue 2.528 billion yuan and the advertising revenue 1.564 billion from the movie broadcasting in the national movie channels.In 2008,the movie won the overall profits of a record 8.433 billion yuan and made china enter into the top 10 box offices revenues of the world for the first time.Cultural and creative industries have been valued by a lot of countries especially developed countries and regions since its proposal as a new industry concept,also set up and implemented a series of development strategies and policies.The UK is the first country in the word to systematically promote the "creative industries".In 1997,UK put cultural and creative industries as important ones for countries and be the focus of policy support.UK established "the Special Work Group for Creative Industries",which proposed to make cultural and creative industries as a focal point to boost UK's economy.Different from UK, America's cultural and creative industries is called "Copyright Industries".The United States is the world's most developed country in copyright industries.Copyright industry has become America's largest,most dynamic and enormous economic benefits industry at present.And Korea in the event of the 1997 Asian financial crisis,the Korean government started to reform, and set up the "Design Korea" strategy,regard cultural creative industry as one of the most important industries in 21 century.At present,Korea's digital content industry has already been more than the traditional auto industry to become the first largest industry in Korea.In addition,the Japanese Cabinet also proposes a "Creative Japan" program,and call for "Creativity Related to The Country's Rise and Fall"."Creative industry" is still a new industry in our country compared to developed countries,because our cultural and creative industries remain at the early stage.Cultural and creative industries of our country are mainly divided into four categories,they are culture and arts,creative design,media industry,software and computer services.At the present time,our country has formed creative industry bases and parks represented by Beijing,Shanghai and Shenzhen,but our country's cultural and creative industries still have such kind of questions like being short of overall planning,incomplete industry chains and lack of creative talents.According to incomplete statistics,the world's cultural and creative industries create a daily output of 22 billion U.S.dollars and increase around 5%.Some countries grow faster, 14%for the United States and 12%for the United Kingdom.Cultural and creative industries not only create enormous economic benefits for countries,but also become a significant force to lead national industrial innovation and development.According to the data of "The Creative Economy Report 2008" newly released by United Nations Conference on Trade,the former three of China's exports of cultural products are the "New Media","Design" and "Arts and Crafts".It's not difficult to see that the prominent position of new media in our country's creative industries.Internet as the important link in our country's media industry chain,also has a priority in the overall planning of our country's cultural and creative industry.How to seize this opportunity for development and find an innovation road under the trend of media integration,which is the important issue we need to seriously consider currently.Innovation and development of the Internet is not only the requirements of creative times, but also the requirements of the socio-economic,cultural,audience,and the results of consumer demand and the requirements of discourse power.On the one hand,the improvement of socio-economic level laid and created adequate material foundation as well as technical conditions for cultural undertakings,at the same time made cultural workers have better conditions for creation.On the other hand,the operation of the market economy demands the media industry to create both social and economic benefits.When culture generates the circulation of symbols and meaning,it's also cultivating its consumer market which is audience.In 1912,a well-known economist Schumpeter presented in his book "The Theory of Economic Development" that modem economic development originates from innovation,and the key of innovation is the producing,disseminating and using of knowledge and information.The existing meaning of internet as a part of cultural and creative industries is to generate and broadcast information,which refers to innovation just like what Schumpeter said.From the audience perspective,demassification and narrow-cast are the trend of current media industry's development.The audience's flavor and interests have become more and more diverse,more and more widely,which made the transmission of single form of content be unable to meet the needs of the audience.The objects of transmission show the trend of mass audience,small minority to the individual.And modes of transmission have occurred from fixed to mobile and then changed to the two-way interactive.In consumer demand,the audience is no longer satisfied with this simple message,they pursue the consumption of symbols and meanings,and make symbol as identity to meet a meaningful experience.Jean Baudrillard put forward in his "Consumer Society" that the arrival of consumer times makes people no longer satisfy material possession and consumption.Symbolic consumption has become a new psychological needs to current people.Different from traditional consumption, mass culture is not content to commodity's function needs,but meaning needs and it is more likely presented as a sensual,emotional and dreamy feeling.Finally,the emergence of the internet makes people have a return knowledge and reading to "discourse power".The rapidly popularity of blog and podcast implemented the return of discourse power of audience under new media.The internet development transferred the audience's enthusiasm of participating. This interaction in return becomes a need and promotes the updates of internet technology and service upgrades.The development of internet requires innovation and it needs innovation more intensely under the background of the media integration heading for "Big Media Industry".This paper is mainly divided into three parts to research the subject that how internet goes into innovation in media integration.First of all,media integration is the development direction of the media industry.Both traditional and new media have the ambition to become bigger and stronger as well as form the media giant of cross-media,cross-regions and cross-industries, and some media carriers like Viacom,News Corporation,Time Warner,Disney and Bertelsmann come out gradually abroad.Compared to the development of internet media at this stage in our country,whether the innovation model which generated by the media integration of Great Leap Forward is suitable for us,the answer is no.No matter the history, current industry scale or media's ecological environment of our country's media industry have a big gap with developed countries.Therefore,It's important to accurately identify the market as well as it's entry point,analyze the psychological needs of users,increasing user viscosity and seize market share,especially for those newly established internet companies under this background of internet media's bluster.The Blue Sea and long tail theory,which broke the traditional economic concept,can be said the most applicable theoretical guidance of internet economy.The Blue Sea theory told us that we should avoid red sea,create a low-cost area of the blue sea through the differentiation strategy and the innovation of value.The long tail theory is the result of the rise of internet.Paying more attention to the "tail" which once overlooked,you will surprisingly find those market requirements of non-mainstream and small demanded also can create a broad market prospect.Baidu featured search engine,Ctrip characterized by tourism services and 163 entered by e-mail,the reason for all of which can have a stable status in this strongly competitive internet industry is that they seized the location of differentiation.After finding market location and occupying a certain market share,internet media should seize all aspects in the process of dissemination to pursue innovation in this battle of media integration.Disseminator is the motive force of innovation for internet media.Florida advanced "Creative Class" in his book "The Rise of Creative Class".To cultural field and its related internet industry,the importance of creative class is self-evident.The key of the internet media's innovation is to cultivate "T-shaped talent" with comprehensive qualities in the era of media integration.Dissemination channels are the innovative way to initiate the forms of internet media.The combination of internet with those traditional media such as newspaper,broadcast and television make the form of media's dissemination continuously innovate.In the background that nation promotes the integration of telecommunication, internet and cable TV network,internet industry should better grasp the chance.Whether it's the business of IPTV with TV or greet the Advent of the Era of 3G with mobile media,all supplied unlimited potential and foundation for the innovative development of internet.The contents of dissemination are the root to stimulate the innovation of internet contents.Internet and traditional media being developed today have gone into the times of cooperation-competition from the stage of competition with each other.Interdependency and fair competition is the characteristic of this stage.Internet and traditional media build resource sharing and integrated configuration in cooperation-competition,which makes their value get the greatest increase and this is just about the significance of their integration.Audience is the last link in the process of dissemination,and is also the fresh blood of internet innovation.In today's Web2.0 times,audience is no longer the passive recipients in traditional sense.The times of "Users create contents" has come,audience not only participates the dissemination of information,but also creates significance and value at a certain level.The media is making its way into integration in which the "integrating" not only means the integration of disseminators,dissemination channels,dissemination contents as well as the disseminative objects' integrating and cooperating in the process of dissemination,but also the development and grow of internet media industry in cross-regions,cross-media and cross-industries.On the development road of heading for "Big Media" and"Great convergence",it not only generates the innovation of products,technology and service,most importantly it has stimulated the creativity of thought and caused more new industries,at the same time cultivated more new creative talents adapting to the new industries' development.The thesis mainly discuss the proposition of how the internet heads for innovation in the media integration.There have already been many achievements related to the media integration investigation,however,there are still very few papers setting the internet as the main body under the media integration background,discussing how the new media,which takes the internet as a main representative,should innovate during the process of new and old media integration.This thesis casts away the horizontal ideal of discussing the content innovation,technique innovation and commerce pattern innovation macroscopically,but discusses the topic from every part of the internet spread,By starting from the four levels of disseminator,dissemination contents,dissemination channels and audience to investigate the integration problem of the internet and traditional media,which can make it more specific and clear.The innovation of this thesis lies in:at first,the topic of the paper,mainly talks about the innovative development of internet,which can fully illustrate the novelty and originality of the research content.The internet business is called sunrise industry and the internet development is bringing forth new theory at an unprecedented way.The new internet patterns spring up and are enriched unceasingly in a couple of years shortly after the internet entering the domestic people's life.Secondly,the research content of the paper,by connecting the three issues of cultural and creative industries,media integration and internet innovation development at one level to discuss the topic is a highlight,at the same time the internet innovation is a cutting-edge problem itself.Besides,the paper also mentions some future development directions of the internet like the merger of the three networks and the era of 3G. |
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