Paper keyword: Triangular bream says stand upright of grey  of ィ of  of  the Huaihe River shakes summary of paper of serve? 　 : Ping of  of  of widow vomit チ is contrary to  Li of ⒌ of ァ of Cui of be good at ⒐ of ㄖ of  of  of exhausted  of Cheng of  δ Gorgon euryale especially it is difficult that  coil  fries ッ of  of food container Gua to irrigate tenon Shan aing shallow lake overgrown with wild plants human skeleton of  of grave of Pie of neon of lament of enzymatic  of Song of  of buy Γ  is irrigated raft, the mankind can control better than allowing when to be awaited before od, in the process that creates new culture, also pay close attention to oneself development and life quality to rise more. No matter be the personalized space of the individual homepage on Internet, housing, still be service of personalized product, individuation, nowhere is not reflected it is with the person this times spirit. The classical writer place of Marxism of no less than discusses: The free development of everybody is the condition of the free development of all people. [1] everybody is distinctive individual, have feature of its individual character. In the times of individual character of this make public, the individuation of transmission also became the need that the society admits. 1. Individuation transmits 　 　 individual character, weigh character again in the west. Because individual character structure is more complex, a lot of psychologist study from oneself angle offers the definition of individual character. Modern psychology is individual character definition commonly the whole spiritual outlook of a person, namely a person forms below certain society condition, have certain tendency, the summation of stabler psychological feature. [The territory learns in transmission here, the author gives a definition as follows to personalized transmission: "Below the condition that accepts numerous demand diversification, social news is delivered or social information system, in its on original characteristic, distinctive and have certain tendentiousness move, also say cent is numerous change transmission. 2. 　 of 　 of personalized transmission element process of a basic transmission is by message, agency, peddler, get the person that pass and feedback this 5 element are formed. [3] the individual character of this 5 element gifted the individuation of transmission. 2.1 message. What is personalized message? The definition is here true, accord with social tendency of the day, language and expressive form have distinguishing feature each, can contented people is specific the information of demand. When facing huge news, news column is changed, fine become divided became inevitable trend, classifying information is to press need to offer, make information transmission provides individuation more. [4]2006 year Google announced to will face American mobile phone to support the Google homepage that rolls out personalized version in January, apply to new the most mobile phone that roll out, pass homepage of individuation of user of Google mobile phone, the user can undertake on the mobile phone the network is searched, examine E-mail, caption of the news that browse. [5] develops quickly as what get numerous individuation rate, the thing of unanimous, echo what other says can lose the market very quickly, those who replace is the content that has characteristic and individual character alone. The message that offers individuation is to realize better human nature to serve essentially. 2.2 agency. As the flying development of science and technology, agency all the more of individuation gets people attention. Personalized agency has more perfect function, can offer more human nature changes a service. Be like: Digital TV, TV of direct seeding satellite, mobile TV, network TV, TV of warm accelerant train, mobile multimedia (newspaper of TV of mobile phone short message, mobile phone, mobile phone) , on the net instant communication group group, rich guest waits. The rich settle or live in a strange place that gets favour in order to compare is exemple: 2006 China " rich guest " be born four years on the seminar, zhang Xiaorong of Internet lab vice president mentions: Rich guest lets an individual make the principal part of network society, made the connection of high quality of deep administrative levels arises between the netizen, realized the individual's value times add, we think this is the prime cause with rich guest swift and violent development. [6] is in transmission process, suffer many point of view to look from what have decision effect, the progress with the technology is quickened in what information society flows as information, requirement laborer masters more information, people travels a tool to also will raise taller requirement to information. Face increasingly the culture domain of fractionize, agency also was entered have specific aim, the times that pattern of individuation of be particular about recombines. 2.3 peddler. Personalized peddler has distinctive language to convey a style commonly, transmit means and thought. It is with the master of ceremonies exemple, TV program compere, revealed a kind of anthropomorphize that has appeal quite to spread way for the audience, this is about to seek the form of compere individual character, natural, reach the disposition that accords with this program content sincerely. Next, language of compere individual character is brighter and outstanding, can behave special charm and appeal more, hong Kong phoenix is defended inspect " current affairs straight be open to traffic " compere Lu Yu with " say " the method of news explored a message kind the new form of news program, get of the audience love. [7] rich guest is paid close attention to, what also write because of everybody just about " diary " the color that has oneself and characteristic, accord with the taste of different crowd. The Ying Genzhi of individual character language of peddler's Yu Feng's full nature and deep connotation, distinctive expression color should cooperate proper blame language symbol, be like the communication of the eyes, appropriate gesture. Have extensive knowledge, the peddler ability of open thinking makes information shows his real value, because this individual artistic appreciation and accomplishment of character and morals are personalized peddler,want the field that effort develops. 2.4 suffer numerous. People contacts agency to be based on a few main demand generally, include information requirement, recreational demand, demand of human relations in society and psychological demand. When this explains the audience is choosing what kind of agency content, have dynamic role and active right. [8] suffers numerous personalized then to show. In light of the natural attribute that shows from inside sufferring numerous society to live and social attribute, suffer numerous cent to suffer numerous, female to suffer numerous, old age to suffer numerous, children for the male numerous, middleaged suffer numerous, different occupational numerous etc, suffer numerous also can differ to information choice. Progress as communication technology additionally, information becomes whole society to share wealth increasingly, the individual can possess more and more important information easily, make individual force increases increasingly, the positional all the more in social production is important. Such, individual character is encouraged with praise highly, the individual's requirement also increasingly diversification. Suffer numerous the personalized requirement to transmitting content, make information travels to cent numerous change, individuation develops, offer individuation to served to cause transmission content and the change that spread way thereby. 2.5 feedback. Personalized feedback body spreads feedback mechanism now two-way sex is more outstanding, peddler and the ambiguous trend that get numerous dividing line. In mass communication, peddler is appropriative " guard a pass person " part, filter and choose of the person through guarding a pass, eliminate those are regarded as to not agree with add up to group standard or guard a pass the content of person value standard, and the information that already containing those oneself value sense and subjective manner is communicated suffer numerous. But as the network transmission appears, the relation between peddler and propagation tool has a change, suffer numerous with peddler the station was in " equal " locally, each other is the main body that information transmits. Emperor of Ni Geluo Pang says: "The essential feature of information age is true personification after " . [This plants 9] " participate in freedom " with " interactive freedom " the biggest attraction that caters to personalized transmission just about. Traditional media falls in the pressure that gets numerous choice deflection, also begin to pay attention to feedback two-way and interactive sex. If a few TV programs invite an audience to be chaired with the stage, perhaps offer connection way, let the audience leaves an opinion and give corresponding award to wait. 3. Although personalized transmission already was transmission development trend,personalized transmission causes problem 　 　 , dan Reren is the individual character that goes after transmission overly, may cause a series of problem. If make individual character news, cause false information to run rampant, or information is lack fidelity; Make a few media are lost to cater to the masses specific suffer numerous, pose the problem such as thick newspaper; The pursuit of beyond the mark develop to individual character, be like by " exceed female " to " good man " wait for similar beautiful field, virtually misdirect part suffers numerous understand to individual character. Want to solve these problems to need the progress of time and technology, here author offers proposal of a few maneuverability only. Above all, ensure the authenticity of information. In personalized transmission, suffer on one hand numerous should have clear eye, widen news channel, want to pay attention to agency accomplishment education, enjoy mass communication resource can proper understanding, constructively, the vehicle that develops health criticizes capacity. On the other hand, the country also perfects the mechanism of information management field in effort, promulgate corresponding code, will assure the authenticity of information. Next, media needs to make clear oneself task, suffer numerous specific aim clearly. The service of a media satisfies every impossibly to accept numerous demand, want those who decide oneself to get numerous group, know its interest, the element such as psychology, ability has finished transmission job. Again, media should have true public opinion oriented action. Want to accept oneself to serve as the responsibility of information and discussion common carrier; Media interior member begins mutual criticism; Apply all methods to increase the capacity of its staff member, independent character and effectiveness. [10] is final, innovation consciousness and ability are the way that media wants hard to foster. Because personalized service is attracted a lot of suffer numerous, may bring about the hasten of other media is the same as. Of individual character last period shorter, this has the media staff member of innovation consciousness and ability with respect to need. Bibliographical reference: [1] " the Communist Party is enunciative " (" Marx Engels anthology " the 1st, ) of the 294th page. [2] leaf Yi Qian. Common psychology [M] , hua Dong Normal University is published, 1998, 33. [3] Guo Qingguang. " transmission learns a tutorial " [university of M] China people is published 1999, 58. [4] , [5] corrects Wen Bo. " generality of mobile phone media " [university of M] China people is published 2006, 177, 59. [6] " rich guest is newest trend of 10 great progress " . [7] makes Li. " the individuation that talks about economic master of ceremonies " China learns allied net 2003. [8] Fu Guogang. " the TV agency individuation that digitlizes a times travels " broadcasting television information 2005. [9] Lai Haofeng. " of network environment accept numerous become divided and individual transmission " . [Committee of 10] freedom of information. " a free and responsible journalism " [M] , chinese people press, 2004, p55. (www.my-paper.info my paper)