More vividly, with the great development of social networks, especially the mobile Internet, people are gradually fragmented into fragmented time, fragmented reading, fragmented shopping and fragmented socialization. Therefore, people's attention is no longer focused, except for the work or study that must be completed, time can no longer be used for a whole period, and their mood becomes impetuous because of this so-called fragmentation.
The study of fragmentation was first seen in "postmodern" literature in 1980s. After 2 1 century, China scholars, represented by Huang, introduced fragmentation into communication studies and widely used it in media studies. Its concept is defined as: the multiple divisions of social strata lead to consumer segmentation and media niche.
With the advent of the Internet era, a large number of applications of digital technology, network technology and transmission technology have greatly enhanced the audience's ability to process information as individuals. Fragmentation not only makes the audience segmentation appear fragmented, but also causes the audience's personalized information demand, and the whole network communication presents a fragmented context. As John Lavin, director of the Media Management Center of Northwest University, said, "Fragmentation" is "the most important trend in all media platforms".
Fragmentation has become the trend of social development, affecting all aspects of society. Fragmentation is the inevitable development of the audience's pursuit of self and personality, and it is the main basis for communicators to engage in communication activities.