Community means a group of people live together and the group of interacting organisms sharing a populated environment. In human communities, they live together they can have the same economic or life style, especial they have the same religions. However, the word community in the recently years had been changed. People do not need to live together or they do not even need to know each other. Because of the internet is used by all over the world, user can have the same interested then they can have the community through the internet. For example, the YouTube will the best evidence, how people change the community, user can upload the video and share the video to every user. On the other hand those people they do not know each other and they can make the comment and communicate to each other. There are lots of communities on the internet, such as the face book, blog and my space, etc. community does not just means people need to have the friendship, it can been identify that people have the same interested, they do not need to have any friendship and they can communicate through the internet.

Nowadays, most people they need to use internet, they can have any information from the internet. Because of the internet user can have the information from the internet every day, it makes the other information resource in the market share is reducing sharply. For example: the newspaper, book, magazine, or the electric resource radio. That kind of information resource has been used smaller. The research shown in the last 25 years newspaper circulation is down 7 million. In the 2009, traditional advertising is in steep decline. Such as the newspaper had gone down 18.7%, the television advertising had decreased 10.1%, the radio has down 11.7% and the magazine had reduced 14.8%. Those show that the tradition advertising has been changed a lot, instead of using the internet. In the last 5 years unique readers of online newspaper are up 30 million. Meanwhile, digital advertising is growing rapidly. For example, people use mobile to read the advertising had up 18.1% and the laptop user increased 9.2%. Because of the internet is getting more convenience. Audience would like to use the digital devices instead of the tradition way. As long as people start to use the electric device, they use the electric devices to read the advertising will much longer than the tradition one. That’s why digital media can develop so quickly and digital media knowledge is very important to people.

In China, when people start to find the job, they need to find out what kind of job is involve to their professional then they start to prepare how to get the job. However, Chinese condition does not every perfect yet, some kind of job they do not need to have the knowledge relate to the job; on the other hand they at least need to know how to use computer and internet. This is the most important part of how to get the job. One undeniable fact is that a substantial increase in Internet penetration rate in China. At the same time, online communication is also very active. For example: the interactive space network, China now has millions of forums, blogs and those are more than 200 million. Every 6 people have one blog, Internet users upload the new Notes more than 4 million every day, and all kinds of forums upload new posts each day is uncountable. Such a large-scale interaction means that the exchange of information on the Internet is open, full, and it is free in China. Therefore, to grasp the digital or the IT knowledge is very important for everyone in today’s society, it can help people to find job and make the life more interesting.

Reference

China's Internet is free and active.(2010). Retrieved from: http://news.qq.com/a/20100122/002916.htm

Stuart Lawley. (2010).Open Letter to ICANN and the Internet Community. Retrieved from: 

http://www.circleid.com/posts/20100418_open_letter_to_icann_and_the_internet_community/

The term “rich media” was coined to describe a broad range of digital interactive media. Rich media is not a form of advertising, but a technical, is a use of animation, audio, video and other interactive forms of integrated communication approach. The rich media just from the technical point of view, it can be applied to a variety of network services, such as website design, e-mail, banner ads, button ads, pop-up ads, interstitial ads, etc. The Internet has become the most important or second most important source of information, so the rich media is developing quickly and it is the social product. Compare the rich media to the television and the newspaper, Rich media advertising technology offers more performance elements, which include the text, images, sound together; it is more interesting, coupled with strong interactive features that allow the audience to understand more fully the contents of the product. But this does not affect advertising in television, newspaper broadcast, because from now, rich media adverting are sometimes an extension of traditional media advertising platform, a lot of advertisers do not tailored specifically for the Internet. However, nowadays people can use internet everywhere, so people may prefer to use computer to watch the programs instead of the television. Some may use mobile phone to watch the TV show. So in the web side can provide more business opportunity for the company. People will prefer to watch the programs on the internet because the customers can decide watch time to watch the program, what kinds of programs they want to watch.

 

Rich Media technology as a wealth of entertainment performance techniques, and database features, making broadband adverting convey the product to achieve more effective, and the effect of advertising message and purpose, could have both audio and video entertainment television adverting, print adverting and emotional power of the text, direct DM the accuracy of advertising messages, can be said that the real integration of the current advantages of the media, but this online advertising will have a fully interactive virtual reality capability that far surpass any kind of advertising can bring to our experience. Then the form of online advertising is hard to predict, but in a sense, the disappearance of a single form is positive. Habits of Internet users in constant change, as advertisers demand also change accordingly. Advertisers want to attract the audience to become more involved in the process of dissemination of information, but can reach target populations and to communicate with the user results. Compared with the traditional media is concerned, the application of Internet advertising can become more flexible, we can be a variety of platforms, including the Web2.0, including business advertising, including in the traditional web portals and vertical websites some of the more and more creative advertising to publish, to achieve a valid purpose to attract the target audience. So the advertise technical must keep developing to keep the audiences’ attention.

In my career no matter I will be the employee or have my own business, I should know the point is everything must involve with the internet and the internet products. The customers or the audiences are more like to keep their eyes on the internet. I should understand that the audience take participate in their own adverting in the past, not just watch passively let it blindly, and hope in the performance of platforms and form innovation. The rich media is tracking user behavior can be automated, easy-to-a series of advertising effectiveness of statistical indicators for monitoring effects of rich media advertising. People cannot just pay attention at what they can see right now, they need to know what will be developed in the future and need to study it to improve themselves.

Reference：

Online media plays an important role in marketing. (2010). Retrieved from: 

http://news.iresearch.cn/0200/20101109/127393.shtml

Printable Version. (2010). What is rich media and how can I learn more about its accessibility? Retrieved from: 

http://www.washington.edu/accessit/articles?146