Research On Communication Mechanism Of Sina Microblog

Marshall McLuhan once said, media is the motivation of the human society. With the development and innovation of the digital technology, the public have more chance to choose media in daily life. Under the background of media convergence, microblog which has the character of convergence of internet and mobile has emerged at this historic moment.In 21 Nov.2009, Yunan province opened its governmental microblog in Sina.com which was the first one in China at that time. Yunan province used the Sina microblog to explain the group incident of Kunming at the first time to avoid greater turmoil. During the 2011 CPPCC, Sina microblog became to a new way for many delegates to hear public's opinion. In 15 Nov.2010, Sina microblog sent out the fire information about Shanghai apartment. Unitll 28 Jan.2011, YaoChen became to the first user who have more than 5 million fans at Sina microblog. She is the NO.1 of the celebrity charts of Sina microblog, and becomes the truly "microblog queen". Nowadays, microblog appears in people's daily life actively. Because it resorts to the more powerful information transmission force and the ability of participate in social and public affairs.As a popular word of 2010, microblog has brought a warm discuss and attracted world's attention. It's enlarging users and effects have brought a revolution to the modern society. It enhances people's discourse power and has become a new way of expressing themselves. It is very easy, short and fast. It provides not only a stage for common people to express their opinion, but also a brand-new communication and interactive experience. It can make people to get a comprehensive sense. However, there are also some factors that restrict its development, such as its profit pattern, business marketing and application in other fields. Its uncertain prospect still worries us. Based on the present situation and according to the unique Sina microblog, this thesis combines theory and practice methods to analyze the communication characteristics of Sina microblog, establish the communication mode and explore the inner communication mechanism. This paper attempts to find the effect of communication elements to the communication effect in the communication course. The communication elements include communicator, information, media, audience activity and feedback. According to the existing problems at present, this thesis from two aspects of content and supervision to analyze microblog's future development scientifically and attempts to find its application in other fields.The whole article is divided into five chapters to dissertate. The first chapter of Introduction mainly expatiates and disserts the research background, research object, research methods, purpose and significance of this research. Based on the literature review of the domestic and abroad research on microblog, the main research contents have established what the communication mechanism of Sina mircoblog is. During the research, this paper adopts various research methods to analyze, such as Literature Research, Comparative Approach, Case Analysis Method, Content Analysis and so on.The second chapter is interpretation of microblog. This part defines the microblog at first, and then dissertate the microblog in aspect of media sense through the analysis of several obvious characteristics of microblog,The third chapter is meant to dissert the communication mechanism of Sina microblog. First, from the angle of communication course of Sina microblog and expatiate on its communication elements. Second, establish the communication mode of Sina microblog, then explores its internal communication mechanism.The forth chapter is a case study on the Sina microblog of YaoChen. This chapter intends to research on her microblog in five dimensions, such as communicator, information, communication channel, audience activity and feedback. By using content analysis methods, trying to find out why Yaochen's microblog is outstanding from numerous celebrities'microblogs, and the internal reasons of so high attention. In addition, this chapter disserts on the appearance of microblog whether generate new theory in future.The fifth chapter from two aspects to dissert the difficulties in the current development and the future development of microblog.All in all, the appearance of Sina microblog is changing people's ideas and behaviors. What's more, it is also changing people's interpersonal relationship. This just as the nick name of Sina microblog,"collar", what is called by net friends can brings us warm. This thesis based on the existing research to analyze the characteristics of Sina microblog, establish its communication mode, and then explores the internal communication mechanism. In addition, through the investigation of individual case, this thesis does more comprehensive analysis and research on the inner motivation of microblog, expected that this research can do some contribute for the development of social media in China.