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The We-media time is coming

POP QUIZ

  • Do you have any social media account on your phone or laptop such as Facebook, Wechat, Instagram, Tik Tok, Linkedln,Twitter and so on?
  • Will you get information from above applications?
  • Will you share your personal experience and view, and record your life by them?

If the answer are YES, congratulation, you are a member of We-media.

Some people maybe feel unfamiliar with the term, We-media and how they be the part of it. Because it is a new field which is the product of a new era under the development of digital technology.

What is We-media?

We-media (Self-media, Personal media or Citizen media), an internet term, refers to the popular mass communicator through the network without borders, to pass the normative and non-specific. ((Zh.wikipedia.org, 2020))

As the theory proposed by the communication scholar McLuhan-the media is the message. McLuhan believes that: the media itself is the truly meaningful message. The most important role of the media is to ‘influence our habits of understanding and thinking’. (McLuhan, n.d.) Since that the media has changed the way people perceive the world, it has given everyone the functions of media and communication.

Now the We-media time is coming, especially during the context of Web2.0 and the digital economy.

As the boom of social networks (such as the application I mentioned in the pop quiz.), people are not satisfied with the function of keeping in touch with others any more. It is more about sharing interesting things in life, recording the memorable things in daily life, self-displaying and marketing, finding like-minded friends. It makes many impossible possible. People expose themselves to the world through the internet, and marketing themselves all the time. Most of time the people we know through the internet is just the digital imagine they want you know.

How We-media work?

Strictly speaking, We-media is not a kind of job role, but there are corresponding positions in some companies not only the media companies and many people make a living for it.The we-media workers are regarded as the media operations,they maintain and run the social media account for company and update the new information, activities and products to spread the brand awareness.


Taking the WeChat public account as an example, their slogan is that no matter how small an individual, also has its own brand. The We-media provides people and organization an opportunity to speak for themselves.
I used to worked for several companies and organizations as a We-media staff. An article about the 80th anniversary of our university’s celebration that was published on our campus public account reached over 40,000 views.

The essence of We-media is self-built channels, self-funded content, and cheering for the ideas they believe. In other words, Doing We-media is to be your own evangelist.

With the continuous progress and development of the digital age, We-media is gradually commercialized. Especially with the support of some cross-platform technologies, the share of We-media can be made much more widely. More and more businesses and company will apply their social We-media to promote the business and update daily, and closer the relationship between business and users.

We-media in the future

Jay Nelson predicted in The End of Traditional Media that in the next five to ten years, most current media styles will end. They will be replaced by online media characterized by synthesis. Although this view is obviously a radical theory of media evolution, it also shows that the way of the media is changing due to the development of digital economy. 
Because network technology has reduced the cost of communication, most of We-media can run free, and the rapid development of this type of communication has also led companies and organizations to set up their own media departments like ‘wechat ofiicial account’. https://walkthechat.com/wechat-official-account-simple-guide/

There seems to be no special requirements for this new job roles related to media, but because this industry integrates digital media and internet and marketing skills, it requires more well-rounded future practitioners. 
The function and digital technology of We-media makes people do not need special skills or even academic experience requirements, but this ‘no requirement’ is exactly the most difficult requirement, because this industry has its special KPI indicators, such as namely reading volume, users growth and the network liquidity. 
How to do it with the help of digital economy and the influence from the We-media is the real challenge of this job role in the future.

Bibliography

Zh.wikipedia.org. (2020). 自媒体. [online] Available at: https://zh.wikipedia.org/wiki/%E8%87%AA%E5%AA%92%E4%BD%93 [Accessed 13 Feb. 2020].McLuhan, M. (n.d.). The medium is the message. p.7.

微信公众平台. (2020). 1938-2018 | 从鲁艺到沈音,祝福母校80岁生日快乐. [online] Available at: https://mp.weixin.qq.com/s/YCdYtYsiHpi7WPbkO7bm_A [Accessed 13 Feb. 2020].

Zh.wikipedia.org. (2020). 自媒体. [online] Available at: https://zh.wikipedia.org/wiki/%E8%87%AA%E5%AA%92%E4%BD%93 [Accessed 13 Feb. 2020].McLuhan, M. (n.d.). The medium is the message. p.7.

微信公众平台. (2020). 1938-2018 | 从鲁艺到沈音,祝福母校80岁生日快乐. [online] Available at: https://mp.weixin.qq.com/s/YCdYtYsiHpi7WPbkO7bm_A [Accessed 13 Feb. 2020].

WalktheChat. (2020). WeChat Official Account: a simple guide. [online] Available at: https://walkthechat.com/wechat-official-account-simple-guide/ [Accessed 14 Feb. 2020].

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The We-media time is coming》有2个想法

  1. Hi Bamboo! We-media is a real board job role, it can appear in almost every industry. Personally, I am a heavy user of We-media and I am really interested in contents related to traveling, language and novel recommendation. I have followed more than 10 Wechat official accounts. One explanation is the independence the job provides. Besides, the flexible schedule is also an attractive factor. Obviously, In china, or even in the rest if world, the number of personal media is increasing. Personal media do have several advantages over traditional one, but it does have limitation. For example, they can only focus on one specific area. It is hard for they to become as powerful as traditional media.

    As you mention, the qualification of personal media is a real concern. The lack of specific training might lead a problem of the poor information. Another one is the “paid viewers”, who always write positive comments and increase the total amount of reading. Sometimes, it is hard for the normal viewers to distinguish that information. However, the platform of the we-media try to fix those bugs. Wechat Official set a button of “Reading”, which means that every viewer only has one chance to click it and it can reflect the actual numbers of audiences.

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