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To Spread Love Media Forum: Professor Guo Xiaoping, Speech of the Audio-Visual Communication Revolution Driven by Technology and Culture

On the afternoon of May 23rd, the assistant dean of Journalism and Information Communication School of Huazhong University of Science and Technology gave us a brilliant lecture of the audio-visual communication revolution driven by technology and culture. Luo Zhenglin,the assistant dean of our school, hosted the lecture. With his fine
sense of humour, Professor Guo Xiaoping shared many vivid cases in the lecture. He analysed the audio-visual communication revolution in the period of media convergence, introduced how big data changed the pattern of vedio industry, and discussed the network broadcast as well as the contrast between the traditional television industry and audio-visual new media. Students were all absorbed in the lecture and frequently interacted with Professor Guo Xiaoping.

Firstly, Professor Guo Xiaoping pointed out that the revolution of audio-visual communication is indeed caused by the the change of media technology and culture. So we need to pay attention to not only the new technologies but also the cultural and social changes caused by them. 

Secondly, Professor Guo Xiaoping analysed how audio-visual communication changed in the context of media convergence. What can not be overlooked is that the users of traditional media have changed their role from the audience to the video-producer. Digital audiovisual technology has freed people from traditional one-to-one communication. In the past, watching TV is kind of an artistic visual consumption behavior. However, in today's living culture, watching TV has changed from a ritualized behavior to a fragmented-time-filling behavior. And he is pretty sure that our culture has turned to visual culture, and the traditional television age will also be replaced by the integrated video age little by little.

Thirdly, Professor Guo Xiaoping introduced the concept of big data and big data mining, and introdeced its creative uses in television audience measurement and homemade content by Internet users. He also analyzed the suggested videos based on big data in detail. And for the time being, there are three ways to recommend videos for users: social recommendations, big data recommendation and editors' choices. The current data mining can analyze users' social attribute and their interests easily, but still cannot analyze their ideas very well, such as their standpoints and attitudes. Although the technology has no values, but it can shape our values. We therefore should be proactive to the information cocoons.
Fourthly, Professor Guo Xiaoping recommended some books for students to better understand cognitive surplus. He said that being bored could also generate economic benefits, and Webcast is kind of economics generated by people's sitting-around.

Fifthly, Professor Guo Xiaoping said that many satellite televisions of the second- and third-tier Chinese cities were in a tight corner and could only broadcast tear jerker TV series as well ridiculous anti-Japan plays, because they cannot own the major opera. In contrast, new audio-visual media flourish. Web-based programming has been finer and finer, and network vedio has become an important part of the digital entertainment content.

In conclusion, Professor Guo Xiaoping indicated the premium content scarcity at the present. In the future, mobilization,internet-enabled businesses and social network are inevitable. As a result, the web experience and fan economy are ways for business indeed.