Public Information Production Of Microblogging Under The Way Of New Media Reading

Reading, is a social practice and mental processes that humans get meaning from the symbol, It also as a information and knowledge transfer process achieved by the information and knowledge producers and recipients by means of text. Since ancient times, the way of reading has passed "Original media" era, Paper media era, Electronic media age, and Network media age. The so-called "new media", in fact, is a relative concept, according to the convention saying, the new media is a media type supported by the network information technology, appears after newspapers, radio, television and magazines.With the continuous development of new media, the mode of transmission and communication platform become more varied, the reading patterns and habits of audience also occurred profound changes.The transform of reading patterns produced certain effect to the production of public information as the same. The new media reading no longer just stay in the level of browse and get the information, the reading mode includes the participation in information production of audience. In the new media environment, the boundaries between disseminator and receiver has increasingly blurred, the status of audience became more important, the level of participate in the production of public information increasingly high, As a the main body of public information production, the read orientation of audience, include the choice of contents and the handle of information all reflect personal knowledge, attainment and the way of thinking, and then influence public perception, judgment and evaluation, finally influence the production of public information.From traditional media to new media, the way of the production of public information experienced a enormous change, Whether the main body of public information production, techniques, communication carriers, or the operation of the mechanism is different. New media is a strong public information platform, more and more people take the new media as a major channel for information, In this process, the production of public information experienced a process from professional production of content to user generate content, the participatory of audience getting stronger. In this paper, the transform of reading patterns of the new media is a background, mainly make the participatory of audience outstanding, and place extra emphasis on the discussion about the the production of public information from the main body of information production. In summary, the main body of information production in traditional media is industry media workers or intellectuals, but in new media, it collaborative done by professional producers and users, and the part of users getting more an more strong.while the dominant position of audience established, the way of thinking affect the production of public information are also able to show, which runs through the whole process of reading, and plays an important role in reading effect and public information production.The information on MicroBlog is supported by individual, and as a information platform, it combines "privatization" and "public" two properties. It has a unique mode of information, information content and information participation, it has own advantages in the production of public information, but there are visible defects. From the second half of2013, the MicroBlogbecame cooling, the number of users reduced instead of increasing, and the activity of users also in decline, some investigator think that the MicroBlog was in decline, Zeng Kailiang, the commentator of CCTV network had predicted that2014will be "the twilight years of MicroBlog".Except the replacement of the new media and the competition form some social networking platform like "We Chat", MicroBlog’s own problems is increasingly prominent, for example, excessive entertainment, information fragmentation and so on, It’s a direct result of the alienation of the audience thinking, the productivity of public information decreases.How to develop the advantage of MicroBlog that as a public information platform, becoming an important subject in the current development of MicroBlog.This paper is divided into five parts. The first part is an introduction, mainly discourse the research background and the significance of the topic, and summary related researches from domestic and international; The second part, combine the features of media in Various periods in order to tease the locus that the way of reading changes; The third part, elaborate some related concepts about public information, then comparative analyze the public information production mechanism between traditional media and new media from users, and explain the inner relationship between information production and reading from the perspective of cognitive science; The fourth part, the information environment of MicroBlog is a background, analyze the advantages and disadvantages of MicroBlog that as a public information production platform; The fifth part, give some constructive comments to enhance the power of public information production of MicroBlog.