Cloud transmission is a mechanism for transferring and sharing information in the context of cloud computing. There are three characteristics which best define it: first of all, cloud computing promotes the mutual integration of the internet and the mobile internet so as to form an “intercould”, with the essence of cloud transmission being the process of information flowing through this “intercould”; secondly, users can simply receive services in accordance with their own requirements and then release the resources again after using them, without worrying about who provides these resources; thirdly, the content of these resources has enlarged to a wide range, including physical infrastructure and software resources.

Cloud transmission possesses revolutionary potential

As a new model of information spreading, cloud transmission possesses the basic characteristics of network communication, as well as some revolutionary potential related to mobility, positionality and instantaneity.

Information such as the exact position of related users can be attained through the mobile internet, thus realizing mobile transmission. Under the model of cloud transmission, the whole or at least the main computing tasks of users can be completed within the cloud, so as to effectively enhance the mobility and convenience of information communication. Meanwhile, users can completely or partially store their private information within the cloud, and then visit and deliver this information through mobile terminals at any time. Users maintain the same copy of data though different terminals, in order to ensure the synchronization of data, as well as avoiding data conflicts and inconsistency.

In the context of cloud computing, there is a mutual communication and integration between the internet, the mobile internet and the “internet of things”. Cloud transmission is an omnipresent mode of information transmission, and users just need to carry portable mobile terminals to upload their photos and videos as well as expressing their opinions. It is therefore the case that the boundary between the virtual and the real societies has been further blurred, and that people can realize a seamless connection of both online and offline communication and trading.

As is well known, the semantic net is a network for people and computers to realize direct and easy communication through the function of a semantic search, something which may gradually replace the current World Wide Web. It should be pointed out that cloud computing provides an advanced platform for the semantic net, thus boosting its technical development and application. This way the content of information transmission can be enlarged from the grammatical sphere to the semantic and pragmatic spheres, so as to realize the spread of perfect information.

So-called “big data” is a collection of data sets so large and complex that it becomes difficult to process using on-hand database management tools or traditional data processing applications. It is however the case that cloud transmission can release the huge potential of human beings for producing and spreading information, which is largely due to the irrelevance of the time and place of transmission, as well as to various tools which ease the production and spread of information.

Cloud transmission to change the operating mode of the public media

Four basic models of information transmission, which are interpersonal, group, organizational and public communication, have all become mixed within the system of cloud transmission.

The two models of interpersonal and group communication present three main tendencies. First of all, the “private cloud” is a fundamental platform for these two kinds of communication. Once a “private cloud” is established, users can visit its general files and cooperate with each other. They can authorize access to their own friend groups, thus realizing the sharing of the same file between different groups. Secondly, information services based on location will become an important application. The model of location-based services such as qieke.com and foursquare.com has gained the favor of users. Lastly, mobile instant messaging will gradually become a common tool for interpersonal and group communication. Some instant messaging platforms like Wechat and Youni have become prominent for users’ social communication, and people can realize interaction in the cloud at anytime and anywhere.

Within the environment of the traditional internet, the spread and share of information resources is realized through relatively complicated methods. Cloud computing will change the model of information construction, as well as largely reducing the overlapping investment of government and enterprises in building data centers. Large enterprises can independently construct their own “centers for private cloud computing”, while middle and small-sized enterprises can hire certain servicing platforms, including Infrastructure as a Service (IaaS), Platform as a service (Paas) and Software as a service (Saas).

In the context of cloud transmission, a new kind of system for public communication will be created due to the mutual integration of traditional, network and mobile network media. Professional media can conduct live broadcasts by utilizing the systems in the cloud. Meanwhile, audiences can hear news anytime and anywhere, as well as customize all kinds of news information in accordance with their own requirements by using laptops and mobile phones.

The model of cloud transmission will certainly exert a profound influence on the operating modes of the public media. In the context of cloud transmission, “location-based news” will become a new kind of operating mode for the media, and a significant channel for the traditional paper media to realize its transformation. It should be emphasized that position-based news organizes and arranges its content on the basis of geographical position, thus providing specialized and customized news. This kind of news will tend to become a mainstream tendency of journalism in the future. There are three factors which give rise to this result: first, the content of position-based news can be stored in the cloud; secondly, individualized information will be pushed to mobile terminals based on the geographical position of users and their phones; and thirdly, position-based news can charge audiences for the quantity of news.

This article is one of the results of the “research on the spread, propagation and administrative model of the mobile internet in the context of cloud computing” project, which is sponsored by the Ministry of Education of the People’s Republic of China.

The author is from the School of Journalism and Communication of Huazhong University of Science and Technology.

The Chinese version appeared in Chinese Social Sciences Today, No.558, 12th of February, 2014.

Chinese link: http://www.csstoday.net/xueshuzixun/guoneixinwen/87672.html

　　Translated by Chen Meina

　　Revised by Gabriele Corsetti