| With continuous development of media technology, the communication form and media marketare changing by the time. Nowadays, it is hard for a single medium developing in this market only byitself. It needs lateral co-operation with other types of media, for example, traditional media expand theirchannels with the help of the new media, and the new media try to attract audience by complementingits their content structure with the help of the traditional media, and that is becoming a popular scene inthe media market nowadays. Sometimes the lateral ties between media would create some unique formsof communication, such as cell-phone newspaper, to fulfill demands of audiences. Therefore, mediaconvergence and integration have already been the research focus of the communication field.As soon as the micro-blog appears, it drew a great amount of fans with its instantaneity,immediacy, and interactivity. In order to use this new form of media to serve themselves, then, thetraditional media like newspapers, magazines and TV started to embrace this newcomer,. At the meantime, those traditional media are willing to show themselves on the web pages of the micro-blog toattract their audiences. So, how could we see the integration of the two media, a challenge or anopportunity, the replacement or taking advantage of each other? To study the convergence of micro-blogand TV, we need a panoramic observation and a comprehensive analysis. As for now, many researchersfocus on how the micro-blog brings great challenges to TV.This study is intended to create a new angle of observation. From the perspective of TV, it willinitiate the research method titled "layered cycle" including “Television organizations, TV columns,media workers, audiences”. In the chapter of “TV organizations and micro-blog”, as a journalist workingin the front line, the author closely observe the effect of integration between micro-blog and TVorganizations by the method of fieldwork. The author exclusively find that, based on the help of themicro-blog, TV has injected the new energy into the news producing of traditional media, besides, it also,initially, interacts with the audiences in an anthropomorphic voice, and completely discards its coldimage in front of the public previously. Moreover, the interaction between TV and some other traditionalmedia on the new platform offered by the micro-blog forms a powerful media matrix, creates aconstellation effect of traditional media on micro-blog, and is becoming a most strong power in thepublic opinion fields. The author also indicates that, within the micro-blog opinion fields,"Gatekeeper"theory is still working. Although the Micro-blog offers everybody a "microphone", without the help andguidance of traditional media, it will become a slight “wheat-straw” in the hands, which is just like adead "microphone" being unable to sound without the power on.In the chapter of integration between TV and micro-blog, the author operated questionnaire surveyon62TV workers, had depth-interview with dozens of TV men, and comprehensively analyzed the sampling micro-blogs of the TV workers with the method of content analysis. in addition, based onsocial network analysis, this paper is an groundbreaking empirical research unveiling the relationshipschema of TV men in the micro-blog fields. The author discovers that the micro-blog has alreadyestablished a "self-communication system" showing intense professional characteristics, also titled as"journalist self-media". In the fields of micro-blog, media figures are not the ordinary people driftingwith the tide, on the contrary, they are becoming the “peacock opinion leaders” with their professionalquality and images built by traditional media. Surrounded by a huge bunch of fans, swinging theirgorgeous tails, they are leading the trend of communication and the topics in the public.. Thedisseminating approach of micro-blog is “layered spreading” communication, rather than single virusfission. Accompanying with other disseminating methods, such as "tiger and panther opinion leaders”and “cat and rabbit audience","peacock opinion leaders” can improve the development ofcommunication only under the help of “layered spreading” communication.This paper operates a special survey on how audiences look upon "TV micro-log" initially. Withthe assistance of the data library of authoritative survey companies, a total of1103respondents havebeen chosen hierarchically in cities from first to fourth class. It has been surveyed that their selectinghabits of social media and their impression on “TV micro-blog”. The article exclusively finds out thatTV Media is still the most used and well-accepted one, and the audiences are willing to communicatewith TV media via the micro-blog. They think the micro-blog which is set up by TV media would bringa sound guidance to them, especially for teenagers.Moreover, many researchers demonstrate that with the appearance of the Internet, micro-blog andmicro-message, the traditional media are losing their influential and discursive power in the big events.However, in this research, it has been found that more than87%of respondents think they will wait forthe authoritative reports from mainstream media when the big event happens. The result of the researchis a strong fight-back to the views that "traditional media are declining", meanwhile, it as well as putsforward new requirements to the mainstream media that, in the great era of integration of new media andold media, traditional mainstream media should study carefully on the characteristics of new media, aswell as the true demands of audience. Besides, they should learn how to continually develop theadvantages of traditional media with the assistance of new media, and reflect on how to wave the bannerof reality, objectiveness, justice and equity, in order to lead the public opinions in a correct way and offeraudiences faster and better services. |
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