The changes and reconstruction of the dissemination of the period of the wisdom era, the theory and practice

Author: (Ph.D. School of Economics and Management of Communication University of China)

Source: "Young Reporter", No. 12, 2022

During the era of wisdom, the laws, mechanisms and laws of Volkswagen spread, with the rapid development and violent promotion of Internet emerging technologies, showed weaker explanations. Today's communication studies in a near -broken innovation method to express it in social changes. The change that happened. Compared with previous continuous innovation, this paradigm innovation that is out of the underlying logical connection requires us to carry out related research based on problems. Therefore, how to return to the first scene of practice is an important focus in the research of communication studies, and Interdisciplinary is a key research field. The first director of the MIT Media Lab, Negelong, advocated the research method of problem -oriented and anti -disciplines. Only through multidisciplinary joint mechanism can we re -understand, interpret and grasp the transmission ecology driven by technology. Therefore, we must change the traditional reference nature, and form an effective overlap among different discipline logic with horizontally, and then shape the new methodology of communication in the context of the current wisdom era.

The increasingly booming information technology revolution has caused the development goals, structural elements, operating mechanisms and internal logic of the media industry to change. In recent years, with the rise of technologies such as big data and intelligent algorithms and penetration in various fields, the research paradigm and practice of communication studies have also undergone a subversive revolution. The individual's behavior trajectory and habits in the Internet have been captured by big data and algorithms, which are all predicted by big data and algorithms, which leads to the core of the attention in the spread of the spread from universal mass groups to heterogeneous individuals. In this context, we need to examine the path and method of communication research with a new thinking and perspective, the theoretical adaptability innovation and the breakthrough in practice. This conversion has brought huge impact on the hypothetical premise, inertia thinking, and research framework of the public. Calculating the generation of communication paradigms makes an emerging cross -discipline- "Calculation Communication Studies" emerged.

On the basis of sorting out relevant representative literature, this article traces the historical context and development trajectory of communication science, explore its innovation of traditional communication in theory and methodology, reflect on disciplines in explaining and analyzing its research practice, clarify calculation communication Learn to change the significance of the transformation of communication.

Data -driven communication paradigm innovation

(1) From "traditional computing" to "social computing"

Talking about the study of calculation communication, the first thing to go back to the category of computing research in the field of communication. With the development of society, the steering from traditional computing research to social computing research has appeared. The former mainly calculates the samples and structured data of samples through the method of interventional (such as questionnaires, statistics). The results are relatively single and the calculation cycle is longer. In contrast, social computing research has undergone revolutionary changes in the aspects of data collection, structure, calculation, analysis, and presentation, and the calculation speed has been greatly improved. For the technical advantages contained in social computing research, for communication, not only overcome and make up for the limitations of traditional computing research to a certain extent [1], but also expand the computing research boundary in communication.

With the rapid iteration of information technology, the concept of social computing [2] is continuously given new connotation and significance in a new social situation. Driven by the promotion of big data technology and intelligent algorithms, the convenient and efficient social computing research method has set up a bridge in social science and natural sciences. With more intelligent computing methods, it provides an increasingly wide research horizon for communication research. In recent years, scholars' research on communication science has brought new method tools and thinking methods, and the underlying logic of the transformation of communication science is built under the characteristics of more diversity, complexity and heterogeneity. Yu Guoming and other in -depth analysis and explaining the new ideas, frameworks, and methods provided by big data technology for the field of news communication [3]; Zhu Jianhua and other classic models based on communication studies have The practical cases were summarized and analyzed [4]; Wang Chengjun and others believed that the development of online science and big data technology enhanced the calculation of individual communication behavior [5]. Therefore, from the perspective of innovative spread, computing communication, social computing the revolutionary significance of the Institute of Communication, not only the optimization of more scientific, complex and accurate research methods and measurement tools, but also , Paradigm and methodology bring more adaptive disruptive changes.

(2) From "Calculation Social Science" to "Calculation Communication"

Along with the "social computing", it has gradually become a research hotspot focusing on domestic and foreign scholars, and "Calculating Social Sciences" enters the academic field of vision [6]. It is defined as a new discipline that analyzes and grasped the rules of individuals and group behaviors by collecting, processing, analysis, and storage of a large amount of data, and using computing technologies including natural language processing and semantic modeling. Driven by big data and artificial intelligence technology, under the influence of data science and online science, computing social sciences has blended with communication with the emergence development trend since the beginning of the 21st century. Compared with the quantitative research paradigm of previous communication sciences, people spontaneously or passively generated on the Internet platform have become the source of the development of social science development. The research capabilities of breadth and scale, the communication academic community has begun to pay attention to the impact and value of scientific research and social development in big data, algorithms and other technologies. As a result, "Computational Communication Research" appeared in the field Methods The Research on Methods) This term is called "Calculating Communication" in China [7], which has promoted the transformation of communication research paradigm [8]. (3) Empowerment algorithm medium

The emergence of "computing communication" allows human communication behaviors to be deeper insight in the era of big data. Data no longer exists in isolation, and digital technology is no longer limited to the simple collection and storage of data. The algorithm logic is processed and integrated with the original data to realize the adjustment, calculation, and analysis of the data, which plays an important function in the field of communication. Judgment and behavioral decisions have an important impact. "Internet+" and big data have penetrated into many scenarios that can be reached daily. Individuals continue to carry out data production and exchange in the network virtual world, and calculate communication to help achieve analysis of individual preferences, behavior trajectory, and precise portraits. With grasping, the rules of communication in the field of communication through algorithm: participating subjects from single to diversified; multi -subject relationships and mutual influence are no longer limited to unidirectional causality, but in the commonly formed social network ecosystem The operation mechanism and law. In addition, because people naturally have image preferences, for example, perception plays a key role in people's cognition and identification of communication information, but traditional communication studies often ignore this, or the limitations of technology cannot be effectively effective Obtaining and recognition, and by calculating the emotional analysis of communication, the imitation of the main body, etc., can better discover that people's irrational mechanisms based on emotional resonance on the platform will help establish a relationship in the process of communication Emphasized.

The theoretical innovation of communication theory driven by algorithm

Calculate communication and interdisciplinary research methods to systematically combine, and then verify the classic theoretical assumptions with social science calculation methods to further explain and understand the complexity of society. Based on the new media ecology and media platforms There are also expansion and innovation.

The "5W model" proposed by Laswell in 1948 laid a classic position in the field of communication. However, with the development of society and the iteration of technology, the 5W model shows the limitations of the times in the new communication relationship. The calculation of the research paradigm of the communication has expanded the boundary driven by the elements of 5W under emerging technology, as shown in Table 1 shown in Table 1 The

Table 1: Comparison of "Calculation Communication" and "Traditional Communication" 5W model

In the era of interconnection, many users of the individual assumed a two -way interaction role in the process of communication. They both accepted information and actively participated in the production process of information, playing the role of creators and publishers. Compared with the mainstream media of the Popular Communication era, as an information producer, the increasingly developing technology provides users with more convenient conditions for the main body of the communication, and also gives users more free information production space. At the same time, the emergence of social robots makes social media full of information that is not created by humans [10], but imitates human behavior under the control of automation software, including publishing content or publishing comments. Some scholars use computing communication methods to study and respond to related issues of social robots in the theme communication path [11], and describe and analyze the phenomenon of communication through data capture and analysis of robot accounts [12]. For information, the intelligence driven by information technology, compared with the news content of traditional media production, processing capabilities will produce more diversification and significant changes at the text content level. Calculating the communication technology on the one hand through big data collection and analysis capabilities can expand the breadth and depth of the content background. For example, it can use a certain news element to quickly generate its related network and background resources to further enhance the analysis capabilities of information content, so that it can be found that it is more to find more Many news clues. For example, you can use the topic modeling, emotional analysis, and social network analysis methods to discover and analyze text information [13]. On the other hand, using big data mining technology can provide a more comprehensive basis for viewpoint demonstration. At the level of the media, after the emergence of the Internet, it forms an empowerment and empowerment of the medium. The transmission of the media has gone through the alternation process of physical medium, relationship medium, and algorithm medium. The physical media of the Popular Communication era includes television, telephone, telegram, etc. In the interconnection era, people and people in the Internet and on various socialized platforms form an invisible relationship with a heavy logo, that is, Relationship medium. The computing communication relies on a large amount of data and quantitative social network analysis methods to connect the information of people, people, and things, which means that everyone/things/things (physiological/psychological) related to users (physiological/psychology) and The weight of the individual's value formed the user's choice. Only the relationship between the relationship can associate all aspects. Therefore, under the research field of computing communication, the media is no longer just the carrier of information, but the user's needs and choices are defined to define the medium. represent. In the research paradigm of computing communication, users based on data marks and algorithms behind the platform have become key nodes in social communication relations networks. In addition, the traditional 5W model places some very important factors in the level of communication effects, and the study of calculation and communication uses more accurate calculation methods to expand and reappear the audience's cognition, emotion or behavior in a linear reproduction method. extend. Through the social network analysis method, it can be distinguished at the level of information sources, and it is found that the important information content in the center of the network, that is, the important information content with higher central indicators, and judge each other The information characteristics that form a close relationship can also be more scientifically identified through the connection density and agglomeration coefficients such as connection density and agglomeration coefficient between the network, and the formation of the formation of the network structure in the theme content. influences. Technology -driven communication practice expansion

The purpose of computing communication is to obtain and analyze the user's dissemination of the activity data in the network platform, and analyze the generating mechanisms and basic principles behind the analysis tools such as spreading text mining, machine learning, social network analysis, and computer vision.

Explore new problems based on text analysis methods. Based on the degree of influence and characteristics of different categories of opinions through text mining methods to tap the value of their highlights in public opinion guidance [14]; on the basis of classification, association and clustering analysis of text Related research and evaluation [15]; build prediction models containing users, content and social characteristics to evaluate its predictive performance in the spread of communication [16].

The new revolution is caused by smart algorithm recommendation [17]. The transmission path driven by big data technology can be roughly included from content to distribution algorithm to user end, and then optimized the content of the content through user feedback. In the research paradigm of the communication science, the key elements are users. Different platforms follow different distribution logic, such as the "centralization" of Douyin and the "inclusive style" of the fast hand. Become the core part of the smart algorithm recommendation model. The influence of algorithms on information dissemination has attracted more and more attention and attention. The real value of algorithm research is the dynamic evolutionary relationship between the algorithm and the media ecology [18]. If the algorithm recommendation model is abstracted, then the recommended system is essentially solved by the matching between the user, the platform ecological environment and the content of the communication, and the prejudice problem brought by the algorithm.

Conclusion

Computing the communication science has restructured the existing competitive pattern of the media industry, and conducted profound insights and predicting accurate communication capabilities on the laws of communication, communication path, communication mode, and communication effect. However, we must face up some problems facing the development of computing communication: such as calculating the relationship and causality in the study of communication studies; relying on the user's privacy and ethics behind the logic of big data and algorithm; On this basis, the development of new theories, etc., all need to pay attention to and effectively solve the emphasis on and effectively resolved in the future computing communication studies. Of course, in the era of subversive innovation, the rapid development and iteration of technology, and the changes in technological changes affecting the chain of the medium and spreading. For wings, continuous development of leapfrog development. Reference format for this article:

Gongdi. Digital Zhizhi era communication paradigm, theory and practice changes and reorganization-take the research perspective of calculating the research of communication as an example [J]. Young reporter, 2022 (12): 28-30.

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