The Analysis On The Role Played By Blog Media

"Bo Ke"is the translation of the English word"blogger". It refers to a group of people, who write through Internet, show their private diary to the public or take charge of the knowledge individually. Gradually, the extension of its concept has been enlarged; thus,"blog"and"blogosphere"appear. The definition of"blog"in this paper is the third meaning of it—blogosphere, and it tends to discuss about what kind of the character it acts as in propaganda.We think, blogosphere can act as three characters: individual media character, grassroots media character, and personal online publishing tool. In each field of different characters, blogosphere threatens some fixed characters by its abundant advantage. At the same time, they compete and exist by learning from each other.In expressing-oneself field, blogosphere not only has the internet advantage which the traditional media don't have, but also it is the upgrade edition of such internet tools as"individual homepage"or"BBS"—it has corrected the shortcoming of"individual homepage"which requires advanced skills, and it has also amended the shortage of"BBS"which floods the individuation because of its public character. In one word, the individualized contents and the public expression make it possible to help its users to realize their expression and become an forceful individual media tool in expressing-oneself field.In the news propaganda field, blogosphere has broken the monopolization which is made by some propaganda organization to the information channel. It makes its users really enjoy the previous"right to access the media". In the period of paper media and electronic media, because the propaganda tools is very expensive and the technique requirement is very high, many people who have mastered the source of the news are kept away from the circle of"newscasters". While as a grassroots media, blogosphere makes its users satisfied of their"right to access the media"on the base of"no technique requirement for the entrance". It is cheap and easy to operate, and this makes its users who have mastered the news source announce their information freely to the whole world. However, professional media can't be taken place of by it because of its profession and collectivization. So, blogosphere and professional media have formed the propaganda ecological circle by taking advantage of each other.In the publishing field, blogosphere make the educated realize their dream"writing a book and creating a theory"very easily through internet by its"five no threshold".Traditional publishing is a corporation publishing. During the publishing period, there exist many examinations and the publication number is in great shortage. Many factors lead the educated to a difficult situation to publish their own books. Blogosphere has the advantage of"No editors, no technique, no system, no cost, no form"and this became a perfect plan for individual publishing. The individual publishing character competes and exists together with corporation publishing.Character-acting is carried out in a certain social situation. If it fails to do it, this will have great influence on the social situation; social situation will take charge of and control the carrier which acts as the certain character. So it is not only necessary but also very important to manage and control blogosphere. This paper makes some discussions on the aspects of"self-discipline"and"outermanagements"to manage blogosphere. We wish the readers will also give some good suggestions to guide it how to develop healthfully, orderly and normally.