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

Collective intelligence is a shared or group intelligence; it came from many cooperation and competition. Collective intelligence in bacteria, animals, humans, and the computer networks and various forms of consensus decision making appears. For the collective intelligence of the research, can actually be considered a part of sociology, business, computer science, mass media and the public behavior of branches - from the quark-level research to bacteria, plants, animals and humane society's level of group behavior one area. The concept is also often appearing in science fiction, it is treated as people join and biochemical species telepathy. The collective intelligence also can be defined as some form of network; it is by advances in communication technology triggered. Because of the network popularity in everyday life, people use internet everyday and major of people cannot live without internet. So internet users can publish their own content. The collective intelligence can improve the social sharing of existing knowledge.

The collective intelligence can be use in many areas such as the organization. Organization decision making cannot only use one people’s idea to do it, however, it need many employee to make the decision with many time discussion. For example, if all the team members are professional then to solve a specific problem will not necessarily more effective, because the elite way of thinking is similar to, if given the group a few ordinary people to enter, solving the problem may be more smooth. This shows how the collective intelligence works. How the collective intelligence connect to the business. Such as: In the financial markets, the price is not an individual or a collaboration by the power of the decision, which is composed of many independent individual transactions of common decision, all actions are based on a belief based on: They believe that the current trade fair for their best interests. Although at first glance this seems counterintuitive, but in the future market, a large number of participants are based on their confidence in future prices for contracts traded, so the effect of the market in terms of price forecasting, often considered better than independent experts to predict the performance better. This is because the market of knowledge, experience and the will of hundreds of people organized together to form a personal view of the forecast does not depend.

In my future career, the collective intelligence is a useful thing for me. In the Chinese business environment, the human resource is one of the easiest resources, because Chinese population is high and more foreign employee coming to Chinese. On the other hand, the collective intelligence cannot be finding as easy as other countries. The organization strategy does not allow the collective intelligence work. So the collective intelligence does not work in some business. In my career, no matter I am work as an employee or an employer I should use this power to help me. This will help me in many areas. Therefore, the collective intelligence not only can be found in the organization. It can also be found on the internet. For example: when people looking the information about one topic, they can use internet to find the answer, such as the Google, yahoo and so on. Those research engine gathered lots of collective intelligence. The collective intelligence can help me when I am facing problems or looking a new idea. The power of collective intelligence should not be underestimated; as I am working I should understand this. Collective intelligence is a useful power, it can be valued, however, in Chinese society and because of the condition of the country many things are prohibited. So I should understand what I can do and how to do it to find out the biggest profit to help me in my career.

References:

Pierre Levy (1997). “Collective Intelligence”. Cambridge,MA: Perscus Books, pp:1-10

David H. Wolpert (2003). Collective Intelligence. NASA Ames Research Center, 1-15

Thomas W. Malone, Robert Laubacher and Chrysanthos Dellarocas.(2010). How business can use collective intelligence. Retrieved from:

http://www.financialpost.com/executive/story.html?id=3082329

Transmedia Storytelling

Transmeida storytelling is the new communication style that everyone can see it at every moment and everywhere. However, if people want to give transmeida storytelling a definition, it contains at least two meanings: Firstly, the same information in different media communication and integration between the cross. Secondly, it refers to cooperation between the media, symbiosis, interaction and coordination. The development of transmedia storytelling and spread in recent years has its social and historical inevitability, the media market is the result of growth and development. Look back to the media history, there are three types different mass media, the first one is the paper-based communication. Such as: media vehicle for newspapers, books, magazines and other forms. This type media has the limitation that is very hard to know what happen in the world and cannot receive the news immediate. The second one is the electronic communication. Such as: media carrier for broadcast, film, telephone, telegraph, television and other forms. This style has totally changed the first one. People can much easier to know what is happing in the world; however, it still has some limitations, for example the space problem. People cannot receive the news at anywhere. So the mess media has came into the third type which is the digital media age such as: high-definition television, computer, VCD, DVD, CD, Internet, etc. Audience can receive any information not matter where and when.

Media Integration and Cooperation tendency is becoming a trend of history. This transmedia storytelling integration and co-operative communication is only the external appearance. The transmedia storytelling is not only intervening in the mass media tycoons, and it will also spread around the world covering. Since the 90s of the 20th century, mass media has appeared two new phenomena. One is competition between the mass media. Another one is some mass media cooperate together to find common profit. However, those two totally different phenomena has the same result which is the transmedia storytelling cannot be prevented; it also means the mass media will lead into the “one world”.

                                                                     

I am studying the communication as my major, so in my planned profession the communication field will be the important part of my career, when I back to my country I am will have more opportunity than others, because I am studying the communication at the other country, although in the information age, everyone can receive the information anywhere but at least I study the knowledge at the different culture. Despite the transmedia storytelling will lead into “one world” as I said before, but at this moment it still needs a period to develop. So the transmedia storytelling will provide an opportunity to me what I can help my organization to show the different media to the audiences. People may easier to accept the different types of media and the transmeida storytelling will provide more business for my company. The transmedia storytelling will stead the all the mass media, however and this will help me to contact more and more customers and the customers will not only in the domestic, it will spread to all over the world. So the transmedia will help me to show all the people what I want to show. In my later career, how to be a business communication person is every hard to be done. To be a successful business communication person not only need to improve personal communication skill but also need to understand the global communication trend. In nowadays information time, audience cannot satisfy the single transmedia storytelling. The old style media way cannot as success as before. Because the information needs of people showed unprecedented strong, the new technology (especially network technology) for the rapid development of transmedia storytelling to provide the necessary technical support. People never felt the media technology has the great power that it can greatly affect people's life.


References:
Jenkins, H. (2007). Transmedia Storytelling 101.

Kushner, D. (2008, April 11). Rebel Alliance. Fast Company. Retrieved May 18, 2009, from
http://www.fastcompany.com/magazine/125/rebel-alliance.html

Perryman, N. (2008). Doctor Who and the Convergence of Media: A Case Study in ‘Transmedia Storytelling’. Convergence, 14(1), 21-39.