Research On Spreading Effects Of Stars' Microblogging In China

With the vigorous and rapid development, microblogging has become a main platform of people to release messages, gain information and interact with each other. So, microblogging has attracted a wide range of users, including governments, enterprises, celebrities, stars and general public, which indicates the beginning of the national microblogging era. Compared with ordinary bloggers, the celebrities take more advantages of spreading information on microblog. Especially for the stars from entertainment circle, they have the unique charm among the celebrities. Not only because they have more followers on microblog, but also for their charisma and attraction among people. At present, there is few research of microblogging's spreading effect. And for the stars' microblogging, the research of spreading effect is still blank in this field.Therefore, this article focused on the stars'microblogging, began the research of its spreading effects with the combination of questionnaire. Hoping that this research could conclude the influence and problems of stars' microblogging, and put forward some improvement suggestions to make them play a positive role on microblog. Besides, since weibo.com is good at using "celebrity strategy" and plays excellent performance in all aspects, such as abundant star resources and wide range of users, this research is mainly based on weibo.com.Overall, this article can be divided into three parts. The first part is consisting of three chapters. Chapter1introduced the background, methods, purpose, significance and literature review of the research. Chapter2is an overview of the stars' microblogging, including the development of domestic and foreign microblogging, the basic concept of stars' microblogging and the development of domestic stars' microblogging. Chapter3mainly focused on the study of the information classification, spreading characteristics and the constitution of audience.The second part of this article consists of Chapter4and Chapter5, mainly introduced the study of spreading effects of stars' microblogging, including the microcosmic effects on audience and the macro effects on society. Chapter4is based on the results of questionnaire, introduced the study of cognition, attitude and behavior of audience as well as the influencing factors of spreading effects of stars' microblogging. And Chapter5discussed the social environmental cognition, guidance of public opinion and social behavior demonstration of stars'microblogging.The third part of the article is Chapter6, which contains the conclusion and the revelation. This chapter explored the problems of current stars'microblogging, raised some feasible proposals for how to improve spreading effects, and also summarized the defects and shortcomings in the research as well.