| As a booming personal publishing way on the net, blog is becoming one of the hottest topics of communication and web research. There have been several years from blog's appearance to it's introduced to China. But blog was only community of few people before November 2003 .And owing to "Muzimei" and "Zhuyinggingtong", mass get to know the Blog. And blog begin it's popular course until 2005. Because of blog's characteristic of share and release individuality, all-round communication in web world will be established.This paper mainly discusses the effect what blog cause to individual in terms of communication. Firstly, this paper introduce classify and character of blog. And analyze how the blog brought us to review and re-evaluate some traditional theories of Mass Communication such as Gatekeepers and Agenda setting. Secondly, discuss the motion of individual come into blog based on the Uses and Gratifications Approach. Then separate the blogger into two parts, that is personality and the common people to contrast these two. Thirdly, this paper tries to analyze several aspects of blog based on the theories of McLuhan. These aspects include the peep in blog, blog and individual self-expression, blog and human relations, blog and share. Lastly, make an evaluation and analysis on the prospect of blog's practical tension based on the study of above. |
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