Study On The Development Of Chinese Blog From Communications

Blog is the only media that can so close to the public, and so fully to be taken advantage of the general public Since our society has the media,yet.,which is called "a communicator can be used in tow minutes ". the columnist of "San Jose Mercury News" ,Dan Gillmor said that the blog represents "the news media 3.0", in other words,blog is a "Self media" or "Personal media" that know from web 1.0 or web 2.0.As a fire-new personal media,blog was becoming the most rapid development of new Internet applications of china and word, and also concerned by more and more people. "22nd China Internet Development Survey" showed that the proportion of Internet users who had a personal blog / personal space has reached 42.3 percent.The size of the user over 100,000,000,to 107 million.The development of blog on Chinese Internet is flourishing.The rapid development of the blog has changed live, work, way of thinking of the Internet users to a certain extent in the word of internet. Grassroots get the right to speak and the channel of expressing their ideas by blog.Blog showed a alarming development In such a short period of time,which caught some scholars'great interest,and become an important research subject of communication, particular communication of network.This paper intend to research the new media,blog from the angle communication by the methods of comparative analysis, literature research and case study, according to the development of Chinese blog,and combining with some classic theories of communication .The development of the blog in United Stateswas is earlier and more mature than other countries, soI will firstly summ up the characteristics of Chinese blog by comparing the development between USA and china in the first part, secondly, find more more points of the development of Chinese blog by analyzing the differences between Chinese blog and U.S. blog. First, the political blog, news blog, as well as a variety of themes blog in America has a good development, so people can get much rich information by reading blog. Whereas,the the mainstream of Chinese blog is the private log-blog,having so single message. Second, the means of commercialization of U.S. blog is richer and more mature than Chinese. At the same time, more and more individuals and units get considerable revenue by writing blog. China can get some Enlightenment from studying the situation of USA.I intend to analyzing to blog communication particularly by mass, information (content), as well as the results of communication(blog is a media, there is a brief analysis on media features),which are the essential processes of the spread course in the second part, because only having a holistic analysis from the spread of the whole process,we can find out the the advantages and shortcoming of the current development and dissemination of Chinese. I believe that,as a media, the Personal characteristics of Chinese blog is very clear at present,and information dissemination,News,and other functions has not been fully tapped.However,Chinese blog has the unique advantages at the needs of meeting people vent their feelings, slowing the psychological and social pressure; Further more, the grass-roots can be relatively easy to get the recognition and higher social status;At the same time, the development of blog giving a number of classic communication theory with new meaning,such as Authority to ensure theory, Spiral of Silence Theory,which is a good opportunity to spread the theory of communication in china.In the third part,I will select the typical phenomenon of Chinese blog:the celebrity blog as an example to have further analysis the characteristics of Chinese blog. After nearly two years of development,the meaning of celebrity blog has extended to including the "celebrity blog" and the "grass-roots celebrity blog" from the simple original meaning of "the celebrity blog".I consider that "the celebrity blog" has made some contribution to the rapid development of China really, nevertheless, Grass-roots blog should be the main force of the development of blog. The emergence of "the grass-roots celebrity blog" is very important of the development of Chinese blog.The influence of "the grass-roots celebrity blog" can not mtch with "the celebrity blog" now, whereas,Chinese celebrity blog will get a new situation if developing in line with this trend.In the last part,I will analyse the foreground of Chinese blog in two ways: the commercialization of blog and the relationship between blog and traditional media. the commercialization of blog has been a hot topic in IT industry,however,the main model of commercialization in china is only advertising and value-added services,not showing a lot of profitability. We should pay a lot of effort before we get profit from blog. Besides, in my opinion,Enterprises blog and independent blog are two good blog models of earning money.,which can be used in large-scale.As an emerging media,blog can't match with traditional media on influence,also the market share,but blog has played a role in some major issues,which showed that the advantage of the spread of blog not be replaced by traditional media. In the future, the relationship between blog and traditional media should be competiting among each other to survive,then work for social development together.