The Application And Influence Analysis Of Micro-blog In News Reporting

As Micro blog has been rised and rapidly developed in China, the market getsready for the quick expension and popularization of Micro blog products. Micro blogappeared in the major websites and shaped own characteristics, it even became one ofthe standard configuration for some portal websites. Meanwhile, being a new mode oftransmission, Micro blog has already been out of the limitation of its own area, andincreasingly permeated in every aspect of this society. Undeniably, in the past year,Micro blog has gradually showed its unique charm in news reporting. PR Newswirereleased the first survey report about social media work habits of Chinses journalists inDecember,2010. it revealed that more than60%journalists accomplished the selectionof a subject by aquiring news clue or interviewee on Micro blog,47.7%use Micro blogfrequently. With the frequently using of Micro blog by journalists in traditional media,government offices and traditional media opened official Micro blog on their officalwebsites, then one hot topic which have to be faced appeared——the better use ofMicro blog in news reporting with the better service for the public.This paper standardizes the definition of Micro news and introduces the developingprogress of Micro blog first, then takes the character of news reporting as logic startingpoint. The main body of this paper discusses the four impetus including audience,competetion, technology and social environment which are applicated by Micro blog tonews reporting. And then, it collects and sorts the Micro blog events during2010and2012, and carrying on study selectively. It analyses three types of Micro blog newsincluding social news, entertainment news and breaking news. It reveals how Microblog has been used in repoting of these three types of news and what kind of effect ithas made, and summarizes the conprehensive influence of Micro blog in news reportingat last. In the fifth part of this paper, through the negative effect of Micro blog in newsreporting, it concludes and gives relative countermeasures. At last, it gives somesuggestions for the future development of Micro blog in news reporting. This paper isbased on the relative theories in jounalism and communication, literature andmanagment, this paper analyzes the application and influence of Micro blog in newsreporting by using mixed research, case analysis and survey method.