Study On The Communication Behavior Of Microblog In Media Contest

Micro-Bo is the short term of Microblog, it is a platform, based on users’relationship, for information spreading, sharing and acquiring, the spreading of which is in the forms of words within the limits of140, pictures and videos. The users can release and acquire immediate information by web, mobile phone, client, etc. The occurrence of Micro-Bo has become a medium which develop unceasingly as bring changes to people’s living. In the context of Micro-Bo, the public and private speech and behavior habits has been dimmed by the fragmented and individual text segment; while, our spreading and living customs has been influenced unconsciously by the mutual following and sharing spreading method, individualized label and hot topic replaying free group, and all-inclusive and fast-speed spreading channel. Not only far-reaching and significant, this "Micro revolution" does bring enormous challenges and questions.This paper based on the theory of media situation three basic view that; Situation is information system,; Each kind of unique behavior need a unique situation, and the situation of researches on merger, etc. Based on the rich media characteristic of the transmission characteristics and, with Micro-Bo audience as the object of research are discussed. This essay has a research, combining the characters of Micro-Bo Medium and spreading from the perspective of Micro-Bo audience spreading behavior, on how the current state of Micro-blog development is, how the individuals in the Micro-Bo context play and switch the role, what the using preference of Micro-Bo audience is, whether the preference is related to the individual characters; whether the spreading behavior of the audience can be influenced on the basis of the Micro-Bo spreading system and function, how the public and private spreading behavior of the audience can be dimmed; Used McQuail, D.&Windahl,S., Communication Models, how the " Central Behavior" is realized:what the development limitations of Micro-Bo are; etc. In this age centered with audience, Micro-Bo will be gradually recognized and accepted by the audience and have a long-term development as long as well respect the audience, know the preference of the audience, and take the psychology and actual need of the audience as the starting and ending point.