With the continuous development and progress of Internet technology, from the initial WEB1.0 to today’s WEB4.0,media industry is undergoing tremendous changes. As the concept of omnimedia gradually emerged, the technical concept of big data also came into being in this context. According to the existing situation, it is not difficult to predict that with the continuous advancement and evolution of “big data”, the way of knowledge dissemination in human society will undergo earth-shaking changes.

Basic concepts and characteristics of omnimedia and big data

Basic concepts and characteristics of omnimedia

The concept of “omnimedia” does not have a full sense of the concept in academic circles or folks. However, it has a basic identity: the concept of “omnimedia” was born with the traditional media mainly based on paper media and the new media with mobile terminals such as mobile phones as the carrier. It is not only a general summary of the existing media, but also a description of the existing communication forms. In other words, the omnimedia not only includes the hardware form of the media itself, but also a description of the current and future communication development trends.

Information characteristics of big data

Information complexity

For big data, the information is complex and huge. From the perspective of its complexity, there are two main aspects of realization: first, there are more and more forms of carriers; second, the modes of data presentation are more and more diverse.

Information uncertainty

Another characteristic of information is its uncertainty. One is the ambiguity and inaccuracy caused by the hugeness and complexity of the information itself; Different degrees of ambiguity arise during data processing.

Emergence of information

In the era of big data, everyone can publish information through the Internet, so information grows exponentially every second, and the emergence of information also grows exponentially. In such a massive amount of information, how to ensure the authenticity and timeliness of information on social media is also a major challenge.

The transformation of social media marketing

Opportunities and competition brought by the era of big data

Big data is constantly colliding with the information industry in various forms. With this current situation, three major trends in the information industry are also facing up. These three trends are: First, data will not only be data in the future, but will be transformed into practical assets; secondly, vertical integration will continue to appear in the information industry; thirdly, pan-Internet applications will gradually become popular.

In the final analysis, social media is marketing through the interaction between people to achieve the role of publicity. The era of big data has promoted the vertical and vertical integration of the media industry, and user data and customer groups have become the most important factors in the entire industry chain. Enterprises can obtain more data and information through customer relationship management. The application of cloud computing technology makes data analysis more mature and can more accurately formulate development strategies. It not only reduces the cost of marketing for enterprises, but also expands the channels of enterprise marketing, and greatly improves user satisfaction.

The specific application of big data in today’s social software

With the continuous maturity of big data technology, more and more social networks and mobile terminal APPs use big data to improve user experience. As the largest sharing platform in China, Weibo is the No. 1 social network with its nearly 400 million users. Naturally, Weibo also seizes the hot spot of big data and produces a user report for users every year. In this report, a detailed analysis of the Weibo social trends of each account in the past year was conducted. There are also NetEase Cloud Music User Report and Douban Movie Annual Report. This kind of summary report based on big data has aroused great interest from users and formed a virtuous circle. It also shows that this method of using big data to summarize not only improves the It improves the user experience and also has a benign promotion effect on social media.

social media

Privacy ethics issues and countermeasures caused by big data in the all-media era

The arrival of the era of big data has changed our traditional way of obtaining information and brought convenience to our data analysis, but again, things are two-sided. The arrival of the era of big data has also had an impact on user privacy for a long time.

Personal privacy leakage caused by big data in the omnimedia era

Disclosure of Personally Identifiable Information

Technology is a double-edged sword, and so is big data technology. The most significant problem it brings is the leakage of personal information. The personal information referred to here refers to the acquisition of our information through the Internet, from our name, gender, age, and even our Internet habits and paths, and even our social media accounts can all be captured. When netizens obtain information through the Internet, the information generated by their online footprints will be retained by relevant data companies to form big data assets. Once these private information is obtained by criminals, it may lead to identity theft and personal loss, which cannot be separated from the easy capture of network information.

Leakage of personal behavior information

In today’s wide coverage of the Internet, users can connect to the Internet through their mobile terminals in any place, and the records of the network information users browse will be collected without anyone knowing, including the places consumed, the places they have visited. The geographic location of the device will be recorded and combined with other relevant personal information to analyze the private behavior of the user. Rights are violated.

Leakage of personal preference information

The characteristics of big data include the massive amount of data and the rapidity of analysis. Big data can analyze the user’s online behavior through customs clearance algorithms, so as to analyze the user’s preferences. For example, when we are shopping on Taobao, once we search for a certain product, then the recommended products on Taobao will be recommended around the information you have searched for. There is no doubt that for merchants and enterprises, this information is very valuable to them and sales can be greatly improved. However, from the perspective of consumers, the excessive capture of information has broken their original life. Too much push of relevant information has not brought users a better user experience, but has become a Information garbage, so this naturally raises more questions in society: where is the boundary of personal information privacy? How much personal information can social media obtain? Does cloud data belong to individuals or society?

Countermeasures

In response to the above problems faced in the era of big data, the author puts forward strategies and suggestions from the following points:

Technology is the key point in the era of big data

The author believes that on the issue of big data security, in the final analysis, we should start from big data. , Internet of Things, cloud computing and other technologies will be more innovatively integrated, and based on big data, a number of innovative work will be launched to seize the opportunity.

Strengthen field cooperation

As a representative of comprehensive multimedia, big data should pay more attention to the strengthening of interaction and cooperation between various fields, and should be well applied in both the commercial market and social marketing. At the same time, more attention should be paid to the establishment of relevant application platforms, such as data sharing brands and multi-domain linkage platforms, so as to make data sharing more reasonable and convenient at the enterprise level, and better enable enterprises to use big data to serve the public and the government. Use the government to drive enterprises and stimulate market demand at the same time.

Increase talent training

In the era of big data, in the final analysis, its development is based on talents. With the advent of the era of big data, a large number of new jobs are also created, such as data engineers, data analysts, data organizers, etc. It is a new industry, so its related industries are also in the early stage, and the number of data analysts with practical work experience is not many, and they are gradually becoming scarce talents. Therefore, the strengthening of the training of big data talents is also one of the key points of the development of the big data business. Facing this trend, colleges and universities can carry out corresponding courses. According to the different nature and needs of enterprises, enterprises can carry out training from the inside according to their own needs for technology. In addition, they can introduce some big data professionals to guide and teach employees, and adopt certain incentive mechanisms to encourage employees to continuously absorb new knowled.

Cultivate Internet users’ attention to information security

With the gradual popularization of the Internet and the continuous development of the Internet, the importance of network information security has also begun to be valued by various enterprises. Ensure data security,the main purpose of this approach is to ensure the security of network data and information, and at the same time to protect the legitimate information rights and interests of Internet users.

Conclusion

The development of big data has undoubtedly brought a huge tide of development to the media industry. It has not only changed the way the media industry produces and transmits news, but also changed the user experience of the audience when they obtain news, enriching the user’s news ingestion perception.However, the author believes that the development of big data will not stop at the moment, but will continue to move forward, constantly giving us more experience, and the hidden dangers of big data are also very eye-catching. Therefore, media people should weigh the pros and cons between the two, and do not violate the original intention of the media people while using big data.

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