Abstract: Network media has become an important form of interest expression in the information age. The current researches on interest expression through network media is confined either to taking the whole network as a medium or to focusing on the specific media specially developed by network technology. The types and general attributes of network media, therefore, cannot be fully presented. An acceptance of such a negative consequence leaves governments a dilemma in classifying and controlling a large number of communication subjects. To cope with that, this paper reveals, in a more comprehensive way, the inclusiveness and extensibility of interest expression behavior in different medias, and puts forward the correspondent logic of a comprehensive governance that adapts to the basic attribute and development trend of network media under the premise of fully considering the changes of network media in the future.

Key words: Interest expression, network media, media properties, governance logic, transformation