A Research Of Blog Influence Based On Relational Communication Theory

In China, the amount of blog users has been more than 80,000,000, blog influence is gaining more and more attention. Comparing to the lively discussion via the Internet, the research of blog influence in academy is far behind. It's just a few of articles refers to the conceptualization of the blog, there is no article explains how the blog influence comes into play and how the influence really works. I think there may be two reasons, the first is the traditional linear theory of communication is hardly to explain the blog communication as a typical relational communication. The second, traditional method of quantitative analysis treat the object as single individual, which can never take the relationships between the individuals into account.based on the relational communication theory, this article verifies the ownership on Communication and reveals the model of blog communication. Strictly speaking, blog is not a complete medium, so when we define the conception of blog influence we could not copy the definition of medium influence. This research reactively reveals that the blog influence is made up of abilities of information-transmitting and relations-inter-activating in light of Social Capital. Introduce the Social Network Analysis into the research sphere of blog communication, sum up a model which describes how the blog influence works and how it produces. Besides the creation on the theory, my research also gives attention to the reality meaning and wish to make some sense to the applications based on the blog influence such as blog ad. and blog PR.