New-Media: the Media Which Talks with the New Generation

Different people have different view about the definition of new media, the general answer for new media are new platforms or channels. But the traditional media practitioners have superficial recognition of new media, which caused little effect for them to dealing with the impact for traditional media from new media.

How to cognize the nature of new media, then taking the necessary measures according the recognition to realize traditional media’s transformation?

At first, new media should be defined as a media which connect new generation, which means a media which can get connect with new generation and lead them to spend time on it should be called new media.

The core nature of the definition shows the connected function and attributes of the media, which is the development dilemma of the traditional media. 

In the past, traditional media can connect part of users in special condition, which accumulated a certain number of loyalty user. Those loyalty user means the glorious age of traditional media. Facing the new users, traditional media lack of the research about the products and services for them, which deeply decreased the competence of attracting new users for a long time.

Along with the development of mobile internet, the deadliest thing for traditional media is the loyalty users (middle-aged and elderly people are included) gone. They can realize media consumption through smart phone, causing the function of traditional media as the social connector passed away. 

For reasons above, the traditional media have to adjust their new media development strategies, producing products and services meet the demand of the target users to realize the reconnect to new generation. The means to realize this core appealing include media contents, medium forms and connect models. Now, new media should be defined the media which can connect with new generation. Taking three steps in concepts, methods and practices are required to realize the purpose. 

At first, change your mind. Establishing the products and improving the services around the users to realize the connection with them through several new medium forms and connection methods. 

At the same time, give up the wrong concept that taking medium forms and media contents as the focused point. What most important is to put connecting new generation at the core position, then put the means to realize connection  at the subordinate position.

Secondly, about the method, old brands always keep its original orientation and cognition, so that they may bring their conservative thinking ways and methods to their new activity of connection. So in the new connect activity, you must make a brand new packing for your brand so that it could realize the connection with the growing customers. 

At the same time, mobile internet made the society more personalized, the emotional appeal is growing. A new spokesman of the new generation seems to be essential for connecting with the users of the young.

Last but not the least, in real practice, the basic concept should be “new, small and creativity”. The word “new” means that we must use new tools, new ideas and new thinking ways to realize the connection with new generation. The spokesman that of the new generation is also necessary, so that in proper state we can connect with the young. 

"Small" means you have to adjust the small sized team and make a clear strategy of the target users. By community operation, the efficiency of the connection could be raised and its value could be realized. 

While for creativity, it is the important guarantee of the success of connection. The mind of new mediators is decentralized, they don’t need rules, only creativity could give them the dynamic requirement. 

In the development trend of the internet, to realize the self-grow, there are three cores: connection, creativity, transboundary. Gather unrelated things have relationship with you is a creativity and also a transboundary.