Self-media (English name: WeMedi, also known as "citizen media" or "personal media") is a way for organizations or individuals to publish their opinions and news through online channels. Self-media has the characteristics of popularization, personalization, strong interaction and fast communication. With the popularity of the Internet, it is easier for the public to disseminate and obtain information, and the media industry has also developed rapidly. However, due to the low threshold, the media industry has the disadvantages of mixed quality and low credibility.

Since the media era, different voices have come from all directions, and the voice of "mainstream media" has gradually weakened. People no longer accept being told right or wrong by a "unified voice", and everyone is judging things according to information obtained independently. Self-media is different from information dissemination led by professional media organizations. It is an information dissemination activity led by the general public, which has changed from the traditional "point-to-point" communication to the point-to-point communication concept. At the same time, it also refers to the information dissemination mode that provides individuals with both privacy and openness in information production, accumulation, enjoyment and dissemination. As early as the last century, the famous communication scientist McLuhan put forward a similar theory of "media is information". Its meaning is: the media itself is the truly meaningful information, that is, human beings can engage in communication and other social activities suitable for it only after they have a certain media. The most important function of the media is to "influence our habits of understanding and thinking". Therefore, for society, the truly meaningful and valuable "information" is not the content of media communication in various times, but the nature of the communication tools used in this era, the possibility it creates, and the social changes it brings.