网民、人民和公民（Internet users, people and citizens）.docVIP

网民、人民和公民（Internet users, people and citizens） The influence of new media on advertising communication model Abstract: the emergence of new media represented by mobile phones and Internet media has changed the situation that the traditional mass media has dominated the whole world. The new media is different from the media characteristics of traditional media, which makes the media environment more complex. Based on the analysis of the new media and the media on the characteristics of change of perspective under the new media environment, to explore the environmental impact of the new media advertising communication model, aims to better understand the new media, the new media environment and the new advertising communication model, provide strategic thinking for advertising communication under the new situation. Key words: new media, media environment, advertising communication mode, new media and their characteristics New media is relative to the traditional media newspapers, magazines, radio, television, digital technology revolution based on new media form relying on the new technology of wireless communication technology and Internet technology to provide information services to the audience. The new media to be discussed in this paper include mobile media and network media: Immediacy of content updates. Mcluhan predicted: time and space in the twinkling of an eye but both times come to nothing. The Internet has broken the disadvantages of the fixed time of traditional media publishing and the high cost of information collection and sowing. It has adopted advanced digital record, transmission and processing methods to make the information transmission across the limitation of time and space. With the development of LBS technology, advertisers can even track the positioning of consumers, real-time push effective promotional information, and truly realize the instant dissemination of information immediately. Accuracy of audience arrival. In the traditional media a