Research On The Characteristics And Applications Of Search Engines Beyond The Ken Of Communication Theories

From the perspective of Communication Studies to examine, search engine has become a kind of emerging media, which would surely bring ecological impact on the society. At present, China's communication research scholars have already analyzed the study comprehensively and in-depth, while computer technology scholars have also analyzed deeply on search engine technology. However, at this stage, few scholars integrated the two disciplines in order to carry out interdisciplinary research. Therefore, the purpose of this paper is to combine the two disciplines for the future development of alternative ideas through combining search engine technology and the Communication Studies and integrating the characteristics of the two subjects.First, the impact on the communication theory brought by the search engines. Networks have changed the traditional communication relations of commuting and receiving between mass media. In traditional media, both newspapers and magazines or broadcast television, the spread of the relationship between the relative has strict distinction of the two ends, that is, disseminator and the receiver. In network communication, the relationship has undergone a tremendous change, the spread of the one-way completely was broken, and the audience was no longer in the position of passively accepting information, but taking the initiative to obtain information, and can move freely between disseminator and the receiver with a conversion role.Second, the impact on the communication Ecology brought by the search engines.Search engine on the one hand, provide users precise direction in the vast ocean of information on Internet, and on the other hand, is controlled by all kinds of political ideology and commercial interests, making the original neutral information communicated to the audience deviated. Therefore, it resulted in information search engine phenomenon hegemony.With the development of communications and network technology, the exchanges between the individuals the nations have increased and the information resources have gradually opened up freely to all parties. The search engines undisputedly occupied the dominant position with its unique technical characteristics of information resource .The dominant role can make more far-reaching level and control the information available and the decision, the decision what information is important for the people. Therefore, it is a representation of hegemony in the search engine. Therefore, the hegemony exhibited in search engines is the combination of the hegemony in the field of the traditional culture and talks.