Research On Micro - Bo Public Action From The Perspective Of Social Capital

As a kind of social media, Weibo has become a popular application on Internet in a whole new way of technology and spread. After many years, it is building a growing social network. Based on Social network, social capital is a form of capital as the core of interpersonal relationship. How much Social capital means whether can be able to mobilize in the social network and access to resources. Since2010, weibo penetrated into our lives slowly, a new kind of public welfare activity, weibo public action also rises. It doesn’t care about the degree of each person’s contribution, but promoting everyone to participate in public welfare spirit vigorously, therefore, rooted in the hearts of the people in a short time. With its simple and diverse forms, creative expression, and unique social media transmission mechanism, Weibo public action can send out the public information in a short period of time, accumulating the force of network groups, tracking process timely. Compared with the traditional public activities, it is more speed, powerful and transparent. Today, Weibo public interest action pass on very simple and important information to you:on the platform of weibo, social individual strength can expand under some kinds of consensus, discuss cooperation and mutual help. This is a kind of social capital, of China, construction of civil society, have a very positive impact on the current political and economic development, social cohesion and stability.Based on these facts, from the perspective of communication, use social capital theory of sociology, the study explores how weibo public action carries out effectively and how to accumulate social capital and put into operation. Point out the problems that weibo public actions have and explore feasible direction. In this paper, the structure is divided into three parts:Firstly, arranging the concept of social capital, analysis four core aspects of social capital concept. Combining weibo social media features, obtain more wide variety of social network, transplantation from real relationships could get general social trust, convenient operation gets more social participation actively, so the weibo social capital born. Secondly, introduce the present situation, transmission characteristics and the social effects of the weibo public action. Analyze how to use the characteristics of weibo accumulating structure of resources; How to accumulate relationship resources in the interactive experience, and how to accumulate the cognitive resources under the common viewpoints. At last, with the consciousness of social capital, rethinks the problems that behind the weibo public action and puts forward the institutionalization of survival management is feasible...