Research On Information Transmission And Regulation Of Microblogging

Microblog in China with its immediacy, interactivity, openness and so on the prominent features of transmission, after the rapid development, has gradually entered the stage of comprehensive development. Along with the "V" certification in microblog introduced, government microblog and celebrity microblog have gradually generated, making microblog and the traditional media seamless dock.On account of interworking with wechat, microblog’s information can once again broadcast in more intimate and strong relationship in the circle of friends platform, which makes micro-blog being a more powerful communication platform. Its influence has extended to politics, entertainment, business, public welfare and the traditional media and other fields. Now, microblog not only is the public domain which the ordinary people express their opinions in, but it is also a grand stage which is related to every aspect of life, at the same time, for the government, enterprises, star, ordinary people. It is also the mean of participating in and leading the public opinion, image creation, brand marketing, information releasing and public relations crisis and so on. Therefore, wheather all kinds of useful information on microblog can effectively spread—-amplify the positive effect of microblog and to reduce its negative influence,becomes the key to wheather the microblog can developetrationally,orderly and healthily or not.This paper selects microblog as the object of study,combining the theory and the practice to make the systematic illustration of the development of microblog, studies the classification of microblog. Using communication theory, it analyzes the information communication mechanism, communication process, communication elements and communication features of different types of micro-blog,, and the existing problems in the process of information transmission, the effects caused on individuals as well as all aspects of the society. On the basis of social interaction theory,this paper mainly studies the sources of the government microblog influence on other microblog, and the influences on propagation area and the dialogue structure.Based on these, the paper develops the regulation measures of all kinds of microblog. At last,the paper puts forward the proposal that the regulation measures " microblog guides microblog " can be realized as long as it takes the government microblog as the starting point, thus to promote the healthy development of microblog, and finally to achieve the goal of" the microblog origins form people, and it benefits people".