Research On Micro-blog Under Sight Of Media Ecology

From rise to development, the micro-blog in China has been only three years, but to its phenomenal growth rate, it has become the most fervent communication tools. Not only ordinary people interested in the use of micro-blog to record life, the major famous media have also seen the enormous potential of micro-blog in the dissemination. They seized the opportunity, using micro-blog to enhance their own influence. Micro-blog has been the best validation:"Everyone is a disseminator.""The ecology viewpoint is the main ideological basis", this view is accepted by more and more persons, and become an inexhaustible motive force for sustainable development. Media ecology combines the knowledge of ecology and dissemination, from a macro point of view, it is the whole of human society as an ecosystem, audience and media are individual factors that affect the system. By inspecting the entire system, it pursues a harmonious balance between the media, audience, and society.The micro-blog in China is still in the critical period of development, the ecological environment that affects its survival and development is still imbalance. This imbalance is the result of both internal and external factors, and is bound to affect the development of micro-blog. Media ecology provides a good perspective to study micro-blog. As a new species in the media ecosystem, the birth of micro-blog is closely related with the surrounding media environment, but also to a certain extent, affected the surrounding ecological environment.Based on media ecology perspective on micro-blog, regard it as an organism in ecosystem, it can take a more comprehensive and objective look on its present and future.Based on the theory of media ecology as a fulcrum, I introduce the concept of media ecosystem, media ecological environment, media niche and vector populations, and place the micro-blog in a macro, development, dynamic evolutionary process, and make a systematic investigation on the survival condition and growth process of micro-blog. I also analyze the integration and competition relationship between micro-blog and other media, current ecological crisis and dilemma of development are also needed to focus on. On the basis of the comprehensive study of micro-blog, I have explored a way of sustainable development.