The Framework And Construction Mechanism Of Microblog's Image In The Mass Media

As the most popular form of online social networks in the Web2.0 era, Microblog has a variety of political,commercial,cultural and educational use.Drawing from social construction theories of technology, following the perspective of Rogers'innovation diffusion, the research uses the grounded theory approach to analyze the typical press coverage of microblog on the background of the rapid development of new media technology.The author select coverage from three representative newspaper and one Chinese website as the sample,that is the People's Daily, the China youth daily,the Beijing youth daily and FTchinese website. The research aims to explore the framework by which the media establish this emerging media technology, so as to find out the great impact on the diffusion of microblog exerted by the traditional, thus develop the preliminary theory of new media technology diffusion theory in the Context of China.This article is divided into six chapters, the first chapter introduces the background, origin, the significance, innovation points of this study, thus leads to the whole research.The second chapter interprets the method-the grounded theory about its origins, research principles and process.also, we explain the reason why chosen choose grounded theory as a research method.The third chapter analyzes the relevant literature like twitter and technology diffusion. The research questions are:1. Describe the framework established by news reports to construct the microblog image; 2. Are there any differences on the construction of microblog images by one media at different times 3. Are there any differences among different media but at the same time.The fourth chapter is the operation process, include data collection strategy, data description, the literature analysis, open coding, selective coding and the spindle coding.ChapterⅤanalyzes the results of ChapterⅣ, through the initial theorization and the literature review, to accomplish the construction of the eventual theory. PartⅥis the conclusion, to summarize the full text and reflect the limitations of this study, and d then propose the further research proposals.