Introduction to Network Communication (21st Century Journalism and Communication Series Textbooks)

Author: Peng Lan
Publisher:
Publish Date: 2001-10-02
Features: Network technology not only extends human communication space but also may rewrite many existing communication concepts. Studying these changes is a significant responsibility for future communication scholars. However, neither "technologically myopic" nor "electronic utopia" advocates can shoulder this responsibility. Only by setting aside emotional biases and preconceptions can one calmly face and analyze the issues. Network technology not only extends human communication space but also may rewrite many existing communication concepts. Studying these changes is a significant responsibility for future communication scholars. However, neither "technologically myopic" nor "electronic utopia" advocates can shoulder this responsibility. Only by setting aside emotional biases and preconceptions can one calmly face and analyze the issues. The foundation and basis of this research are not flights of fancy or speculation; they must not only rely on the guidance of communication theory but, more importantly, on practice. Compared to traditional media, network communication practice is more challenging. In traditional media, content, technology, and operations are often separated, whereas in the network world, these three aspects are becoming increasingly blurred. Without technical knowledge, it is difficult to integrate into all aspects of communication; yet, knowing only technology is not enough to become a good communicator. The business philosophy of websites must be expressed and realized through the design of technology and content. Therefore, the demand for interdisciplinary and versatile talents in network communication is self-evident. This is also the goal this book aims to achieve—to promote the mastery of network communication skills by introducing the various stages of practice (basic applications, web design, content dissemination, website operations, and network marketing), thereby deepening people's understanding of network communication activities. On this foundation, theoretical exploration can be conducted to explain some phenomena and issues in network communication, further enhancing understanding. Of course, network communication practice itself is ever-changing, so the limitations of this book are obvious. From a theoretical perspective, network communication research is still in its early stages. Due to the author's own limitations in knowledge and scope, omissions and even errors are inevitable. We sincerely hope for criticism and corrections from all sides.