Research Of Media Blog's Dissemination Value And Application Methods

From 2006 media starting blog on the Internet, the boom of media blog in China has undergone five full years, until 2011 on March 3, various media organizations which registered in the Sina blog has reached 609, it has generated more and more influence on the Internet. The rapid development shows the media's attention for the new media-blog, but behind this prosperity, we can not ignore the series of problems in the development of the media blog. The academic research for the blog has been relatively mature, but special study of the media blog is relatively weak, as for the research of media blog's problem,dissemination value and application methods are even fewer. Because of this, the core of this paper focuses on the value of the media and the application methods, so as to provide answers to the problem.Full text using qualitative and quantitative research methods, following the logic ideas of "find problems---analyze value---look for method ", through analyzing the organic elements of the media blog , objectively summarized the current problem of media blog's development, main show is "lacking a clear understanding of media blog's nature, having a sufficient understanding on media's dissemination environment, following the traditional media dissemination thoughts and methods, not operating the media blog from a high degree of media's macro-management" , all of these problems shows that the media don't really understand the dissemination value of media blog.The second part mainly focuses on the analysis of the dissemination value of media blog, explore and summarize the four dissemination value of media blog. First of all, "media blog is a new channel for media to communicate with the audience," secondly, "media blog is a new way for media to establish and consolidate a strong relationship with the audience ", thirdly, "media blog is a new tool for media to create a distinctive brand," finally,"media blog is a new network platform for media to expand its influence"Combining the media blog's problems and dissemination value , in the third part of this paper started an research and give a conclusion respectively to the media blog's application methods, put forward 4 suggestions to the media blog's future application, they are" fully use the media blog's interactive mechanism to communicate with the audience, perform blog's characteristics fully to expand the media's influence , use the advantages of media blog's personality to shape the brand personality, to realize the integrated communication of media blog and existing media"...