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在社会公众的媒介接触由传统媒体向网络媒体移向转变的框架内,网络媒介内部受众行为由传统门户网站与搜索引擎等信息内容获取向社会化媒体的社会性的创造与分享转向;在社会化媒体内部,亦发生由最初网络邮件、博客等媒体向社交媒体、微博等兼具人际传播与大众传播特性媒体的结构性转移。从中可发现两条演变主线:个人逐渐掌控创造并传播内容的权利与能力,分享与关联而创新了媒介与人的社会化属性。
In the framework of social media’s social contact from traditional media to online media, the internal audience behavior in the online media turned to the social creation and sharing of social media from traditional portal websites and search engines and other information content. In the society Within the media, there has also been a structural shift from the initial webmail, blogs and other media to social media, Weibo and other media that have characteristics of interpersonal communication and mass media. There are two main lines of evolution that can be found out: individuals increasingly take control of the rights and capabilities to create and distribute content, share and link together and innovate the socialization of media and people.