Micro-blog Media Ecology

As a newly booming internet media form, micro-blog appeared in 2006, but depends on its own revolutionary integrated communication advantages, this media form develops in an astonishing speed. On its way of development, some problems arise, such as integrating of information, checking the content of certain information, the profitable model of micro-blog and the uncertainty of development direction etc. Such questions cause for concerns and controversies in academic field and business field, and maybe become the blocks of its development. In this research, micro-blog is discussed and analyzed in the background of media ecology, and try to find out certain strategies to guide the evolution of the micro-blog.In this research, qualitative research is mainly used and quantitative research is used as supplement. Depend on relevant empirical study, literature review and exemplification are used to research in this thesis and the beginning is introducing the theory of media ecology and the definition of micro-blog. This thesis focuses on media institutions and policy environment, media business, audience environment and the advertisement environment of micro-blog, and at the same time, analyzes the relatively typical interactions among various factors of media ecology. On this stage, promote or inhibits effect of the whole factors of the media ecology to micro-blog determined and feasible strategies and approaches in development about micro-blog are given in China. Depending on the development direction of micro-blog, finding out its profitable model; on the uncertain situation of national policy, solving the problem of information control; building the domestic specialties about micro-blog, avoiding development pattern homogenization.