Ai Jun, a sociologist and folklorist, believes that every ideological emancipation, social change and scientific and educational progress will
Derive some special cultural phenomena. With the liberation of reform and opening up, the revolution of ideology, the progress of science and technology, and the development of market economy, the phenomenon of grass-roots culture has gradually formed the form of Innovation 2.0 (the next generation of innovation facing the knowledge society), which is a change of innovation form and social form, and a change of social morality, hobbies, values and aesthetics. The development trend of cultural diversity and the phenomenon of people's mass culture.
Its appearance reflects the characteristics of cultural diversity after the reform and opening up, and also reflects in a certain sense that the elegant cultural pattern dominated by spring snow is already bearing the impact of "subculture, subculture" in social culture. This special cultural phenomenon is actually an expression of social people's demands, reflecting social people's needs for life and consumption and their psychological needs.
His definition of grass-roots culture is: "Grass-roots culture belongs to a special cultural trend phenomenon formed by some special groups in a certain period of life, and it is actually a phenomenon of" subculture, subculture ". It has the characteristics of civilian culture, belongs to a social and cultural phenomenon without specific laws and standards to follow, and is a dynamic and changeable cultural phenomenon. It is different from elegant culture, high-class culture, palace culture and traditional culture. " The development of science and technology has triggered the changes of innovation form and social form, and Innovation 2.0 is also becoming a typical innovation form under the condition of knowledge society, affecting the grass-roots process of society. Web2.0 is a typical embodiment of innovation 2.0 in the Internet field, and blog is undoubtedly a typical representative of Web2.0. As a controlling and underdeveloped force, blog provides opportunities and a stage for the general public and media elites and potential media elites. Since the media elites have entered the blog writing market, after full competition, the development of blogs in China is bound to be completely opposite to that of blogs in the United States that oppose professionalism and elitism. Therefore, the development of blogs in China must continue to be elitist, rather than grass-roots like the ancestors of the United States. Actually, I don't need to say anything more. Those grassroots who expect to bring traffic to their blogs through BSP homepage may have to make themselves an elite first. Look at the excellent blogs recommended by Sina. Yu Hua, Zhang Haidi, Pan Shiyi and Xu Xiaoping are real elites. If you are lucky, maybe you can show your face in the "latest blog" in the lower left corner.
There is no denying the influence of the elite. In fact, Sina is using their influence to attract grassroots people to start blogging on its website, which will be very effective. But the internet is bringing influence to those who had no influence before. As undersound said, the blogosphere is a long tail, and every blogger is a little bit on this tail. This is what the new york Times said: "Everyone is famous for 15" (everyone can be famous for 15). )。 This 15 person may include your lover, friends and colleagues, and your influence on them may far exceed those elites. Antie told you that you should watch Super Girl. You may not watch it, but your girlfriend told you to watch Super Girl, and you did.
Back to the media control mentioned earlier, in fact, all control is the control of some people over others, and some elites deprive other elites of their right to speak. Many things Antie can't say in the newspaper, but only on his blog. However, I don't think the blogger An Tie is still an elite. It's just that his blog has slightly more readers than other blogs. He has millions of readers like Reader. It's not a play yet. Even the president of People's Daily, if he becomes a blogger, I'm afraid no one will regard him as an elite.
From the media point of view, the total number of readers of blogs is increasing rapidly. Although every blog is small, no matter how many readers there are, there will be the most loyal readers. The readers of the whole blogosphere are definitely a number that can compete with any media. This is the power of the long tail. It is easy to control a few elites, but it is difficult to control millions of bloggers. China's blogosphere can't go to the road of elite media, because even a weak voice has aspirations and possibilities. Portal websites use elites as signboards to attract a large number of grassroots. Blogs make grassroots no longer just a background for setting off elites. At least among 15 people, every blogger is the protagonist whether he can be selected on the home page of BSP or not.