A Study On Viral Communication Of Microblog

The viral phenomena have already existed as early as in the age of traditionalinterpersonal communication and mass communication, but the viral phenomena werebehaved more directly and bring more strongly social impact until the advent of the internet,also gained more wide attention for its rapid spread. The microblog has a natural fusion withviral communication. The “follow” function of microblog enables the subscribers to get theviral message and be infected actively. The “retweet” function is easy to replicate and carriedwith congenital infectious genes. The microblog’s interactive mechanism based on thefunction of comment and retweet achieved the expansion of information and promoted itsvariation. The fragmentation feature of microblog’s content makes the same topic obtainedaccumulative effects of dissemination with frequent updates and repeated narrations. Thephenomena of viral communication behaved as a normal in the microblog.This paper attempts to introduce the biological virus communication model by analogy,and make research on the key elements and the multi-step diffusion model as well as theprocess of viral communication, systematically explain the microblog’s communicationmechanism based on the viral phenomena of the microblog with a view to aspects of“infection (follow)”、“replicate (retweet)” and “variation (value-added)”,etc. On the basis ofthe background introduce (Chapter1) and clear definition (Chapter2),the main parts of thispaper are as follows:The third chapter summarized the manifestations of the microblog’s viral phenomenaand analyzed three key elements of the communication process in depth, namely, the viruscommunicator, the infected receiver and the virus content. The content-based relationshipamong followers is highly consistent with the relationship between the communicator and thereceiver of the viral communication which established depending on the virus content. Thus,the viral phenomena generated with a relatively stable environment and diffused moresmoothly.The fourth chapter analyzed the multi-step diffusion model of the viral communicationof microblog. Due to the followers involved in each stage of viral communication in different level, leading to different effects of the information dissemination in each stage and showingdifferent characteristics as well.The fifth chapter made a further study on the process of the viral communication on thebasis of analyzing the viral communication mode. This chapter used the social networkanalysis method combined with a case of viral communication to show the pathways ofcommunication directly and clearly, and analyze the power and the role of opinion leaders,find out that the opinion leaders have not monopoly power of the information, but they play avery important role in communication as the key “bridge” node of information. The long-taileffect of viral communication, the phenomena of the viral content value-added, theattenuation of the communication process and attenuation caused were discussed in thischapter.