Study On The Communication Characteristics And Effects Of Microblog

As it was born,sina microblog itself become a social event. Microblog greatly liberates the public discourse and represents a new personal expression.The stability and continuty of the identity constructs a lot of public participation in the network, and it laid a certain foundation for forming the public domain. Microblog not only creates a new mode of interpersonal communication, it also creates a new understanding of the information dissemination and enterprise marketing,and emergency communication with advantaged superiority.Some traditional media are beginning to find out how to integrate themselves with microblog.In this study, based on the theory of public domain and public policy speech model, microblog for inspects,with a case study of sina microblog, we will find the existence conditions and practical investigation in the microblog in the platform of public discourse.And it draws conclusions that communication effects in constructing the platform of public discourse. It has profound value that Microblog can construct harmonious, healthy and good ecological environment of Internet.