Study On Medium Usage Of Micro-blogging Audiences

The new science and technology, which change with each new day, have promoted the emergence of a new medium form named "micro-blogging", winning the attention of both the media and the IT field since its debuted. That patterns of communication and information transmission, the human life and society, the advancement of media personalization from its traditional form to the brand new form, and the changes from the media-centered-net-weaving to the net-weaving of the whole nation, in a certain number of scholars'opinion, have been affecting and changing humanity profoundly, thus fulfilling truly the value of micro-blogging and inviting the author's attention.Where should the research come in? The concept of the audience outlook grows with the unceasing development of technology and society. During the internet time, an endless column of successor emerges, blurring the distinction between the deliverer and the receiver. The concept of receiver, more than benefiting the reader, the spectator or the audience merely, is actually more dynamic and individual. To a certain extent, it is said that they already might decide the direction, the content and the effect of the medium information. That is why the medium users become the key of this research. Under this background, John Fiske, professor of Wisconsin university, USA, proposed a brand new concept on productive receiving. Its appearance, not only has provided a novel outlook of research, but also has initiated the transition of dissemination study from "what does the medium affect the audiences" to "what the audiences need from the medium". Therefore, the author will aim at the medium audience as the key point of the research.First, we have the necessity to classify the audiences of micro-blogging from the community. We should get to know their demand and preference, as well as the relevance between its level of use and the individual attribute. The author has carried on the analysis and the explanation to these questions through empirical investigation.Then, based on the former theories, the author further analyzed the in-depth reason to the popularity of micro-blogging. It has satisfied such needs of the present "age of fragments", as the right psychic distance, the prominent expression of the "grass roots", and the personalization. Moreover, the author has also analyzed the negative factors of this media form:the profit pattern not bright, the deficient information check person in shortage, the content supervision beset with difficulties, the homogenization and non-difference competition, the trash information in flood and inadequate audiences' usage adhesion and enthusiasm. In the author's opinion, the micro-blogging will not just like the morning dew. In the audience-centered time, as long as the medium respects fully the audiences' status, demands and preference, and explores the best mode of medium usage, these questions may be solved by innovation and development.Under this premise, the author had forecasted boldly the future model of this new media. The micro-blogging is possibly developing into a platform for news transformation and acceptance; the real-time search engine with magnanimous information storage; the new carrier manifesting political democracy, populace participation and deliberation over governmental affairs or the place for network discussion over other political issues.The author believed that, the study on the micro-blogging has certain origination through the numerous related research, particularly through the primitive data from the network questionnaire regarding the nearly 500 micro-blogging users. In further studying the effect on humanity's cognition, behavior and life, well serving the audiences through examining and enhancing the validity of micro-blogging, this research may be an exploration of certain benefits and meaning.