The Production Mechanism Of Microblog Impact

Till March 2,2011, the number of registered users of sina microblogging has already over 100 million.Microblogging, the "little thing", makes influence on internet in a short period of time.It also gets more and more attention.Though there's more and more discussion about microblogging, academic research is relatively less and scattered. A large part of articles are talking about what is microblogging, how to use, and what are features of Micro blogging.The researches of microblogging impact only stops at the content of description.The article is going to attempt to research for the influence on Micro blogging deeply, generalize its influence about Micro blogging and analyze the process of generating of Micro blogging impact and understand the negative effect of Micro blogging.Microblogging is a media and also a tool for communication.The study is multi-disciplinary, is a combination of communication, sociology, psychology and ect.It uses questionnaire, literature research, participate in surveys, case studies and some other research methods. By studying the history and status of microblogging, this article thinks the impact of microblogging can put into four areas:the rapid development, very large market percentage, the key role played in the events and the change of people's lifestyle.How has such impact be produced?According to four elements of media ecology to explain the question, which is audience,information,communication and environment. Microblogging has met the psychological needs of people. Get users feel more satisfaction. Having a large number of users is the basis of the generation of microblogging impact.The release, forwarding, comments and counting functions encourage people to participate in passing along information and communication.It solves the problem of the lack of original content on the network and the vulnerability of poor communication channels targeted. It is the guarantee of microblogging impact. Microblogging links the contents and relations together, creating an information diffusion mode of a kind of 'virus type'. This is the key that microblogging impact continuously spreads. The using of mobile phone makes a promotion of microblogging's development. Microblogging makes up the weak of authority in the interaction with traditional media. So the media integration is the important guarantee for microblogging impact.At the same time, we should also notice that the negative effects often go with positive effects.The great influence of microblogging not only contains positive impacts but also serious negative impacts. So, we have to dig, capitalize on as well as control and constraint for the influence of microblogging.This article hopes to explore the theoretical basis for the reality, and to provide reference for microblogging marketing, microblogging control and ect.