A Study On The Media Substitution And Advertising Application From The Perspective Of Information Technology Philosophy

The progress of technology is an important force to promote the progress of social productivity and production relations,and it is constantly changing our way of life,among which the information technology represented by computer and network is having a huge and profound impact on the whole world.It is not the first time in human history that this "epoch-making feeling",which is driven by technology,has emerged: the way of information retained has changed from a knotted record to a written record;the way of information delivered has changed from "Up High and Shouting" to instant response and two-way interaction;the way of information presented has changed in printed on the paper to live on the TV,and now on the AR/VR equipment.Human beings have experienced time and time again the change of times and the media substitution.Media substitution is the direct manifestation of technology development,and also the direct driving force to promote application development and social progress.From the perspective of information technology philosophy,this paper will explore the technological process,development stage,typology classification of media substitution,as well as the preliminary exploration and advertising practice application.The author attempts to examine of consensus and diachronic view,with the method of the combination of objective reveal the difference of medium of each stage of development and evolution logic,to analysis of critical views on media substitution and renew the media substitution course under the information technology philosophy system.And then hope that this new theory can guide advertising application especially in digital marketing communication.