Research Of The Influence Of Microblog To News And The Measures Of Traditional Media

Nowadays, the expression of interest is more diversified and fragmentary, making the public to compete media resources with traditional media. The discourse authority and transmission efficiency of traditional media is declining, and emerging media is increasingly boomed and active. Since it's birth in 2006, Microblog got more attention form more users, and became the new force in communication area. The dramatic rise of Microblog was caused by the current social environment, but the characteristic of itself is also the main reason for it's dramatic rise. Being different form communication characteristics of traditional mass media, the communication subject of Microblog is grassroots, the content is fragmentary, the speed is just-in-time, the channels are diversified, and the communicators and recipients are both interactive. Currently, although it still far from affects the survival of traditional media industry, but its development has attracted the attention of news industry.In this paper, I systematically discusses the concept of microblog, and trace back to the development history domestic and abroad. Secondly, I analyze the communicational function of Microblog of flexible "post", innovative "concern" and simple "forward. The changes of Microblog itself are the news which are worth reporting, as the platform of news occurred, information interacted, microblog has the function of information release; fragmentary writing let the most silent people speak; fissionable spread make the public sphere construct; the function of citizen journalists of Microblog mainly based on its mass news source, especially with advantaged communication speed during emergencies, so that ordinary internet users became "news reporter" from bystanders. Thirdly, I analyzed the news communication pattern between traditional media and Microblog, examining news communication pattern of newspapers and television traditional,through exploring the examples of "Yihuang demolition spontaneously combust in Jiangxi provice ", Leqing QianYunhui events in Zhejiang provice, Yushu earthquake in Qinghai, citizen journalists of Expo, random shot saving begging children etc., I discussed the influence of Microblog to news communication pattern form communication style and contents. At present, many traditional media and journalists have stationed in microblog, started using the microblog to verify news clues, traditional media transfer the part of discourse to public by Microblog, and also achieved its multiple vision in new media times at the same time. Therefore, in the internet era, the traditional media can merge with microblog, taking it as an important source of information, to break the traditional interview, setting discussion topics, promoting the media activities, together with the traditional media's "core competencies", insisting on exclusive in-depth reports, making its own news product more comprehensive, more quick, and more deep, thus giving full play to the powerful polymerization effect, improving traditional media news productivity.