Research On Communication Status Of Traditional Media Of China In Micro-blog

The one who can inspire users to contribute to the content at the most extent, who can guide the flow of information which contributed by users, who can optimize the structure of fragmented information, and can excavate and integrate the information resources in web2.0era, will most likely get the power to persuade and influence others. And the micro-blog offers an opportunity to have the power." The micro-blog put a great challenge to the traditional media with its unique communication form and the powerful ability of gather information. In this case, the traditional media begin to open the micro-blog actively, make full use of the advantage of micro-blog, in order to communicate information further and building its brand.This paper takes the Sina micro-blog as example. The author organized the traditional media which started the Sina micro-blog mainly in four dimensions of scale, the media type, the coverage of communication and the popularity. Upon this, the author revealed the general situation about the traditional media access to the Sina micro-blog. From February1,2012to29, urban category in the newspaper, southern metropolis daily and southern weekend have most fans in its category; guangzhou daily have the largest number of fans among official newspapers; and fans number of new weekly is at top among news magazines. The author surveyed and analyzed communication mode and content of these media according to GeneSmith’s "social software buzzer hives model" from five dimensions of identity, new things, share, relations, exchange. Through the analysis, the author revealed how the traditional media communicate news and build its brand through the Sina micro-blog, and proposed problems and strategies for the traditional media in usage of sina micro-blog. These are all good for traditional media to do mass communication and interpersonal communication in a better and more accurate way.The research shows that, by February2012, there were6725traditional media accessed to sina micro-blog, which include newspapers, magazines, radio and television. All of these media started micro-blog as separate identities and group identity. Generally speaking, the media in the developed economic regions were most likely to started a micro-blog. However, the traditional media still have a long way to go compared to some celebrities’micro-blogs which have millions of fans. Still, the traditional media do not fully master the micro-blog’s characteristics that are abundance information and instant interaction on internet. Therefore, the traditional media do not completely resolve the problems of ineffective and persuasion. There are lack of activation to users’interest points, and approaches although have the brand awareness.Therefore, in order to do mass communication and interpersonal communication in a better and more accurate way, the traditional media still need to communicate information exactly according to micro-blog’s communication form and audience psychological. At the same time, they should make full use of the opinion leaders in micro-blog, take advantage of interaction of micro-blog, and eventually promote the rate of interaction among their fans.