The Research Of Microblogging Booming Under The Era Of We Media

The emergence of microblogging has become a unique phenomenon on the Internet. Adopting the analysis on both the text and the cases, the Sina Microblogging is chosen as the object in this research. On the basis of the Carnival Theory, theories on Uses and Gratifications and Social Responsibility are also used during the analysis on both carnival features and causes of microblogging booming. What’s more, the internal risks and preventive measures behind the mentioned phenomenon are also discussed in this thesis.Firstly, with the detailed analysis on the text, plenty of typical microblogging information is selected as the specific sample. By discussing the carnival features of microblogging booming, the thesis concludes that this phenomenon has showed external features of universal and ritual, as well as the internal spirits of equality, freedom and subversive.Secondly, by the analysis on the material and data from mass communication, sociology and other related subjects, the thesis also offers the relevant reasons on the situation of the microblogging booming. Namely, three reasons will be emphasized in the following parts, they are social cultural factors, psychological factors and network media factors. Particularly, the social cultural factor refers to the distinguishing feature of the so-called fragmented culture which is generated by the stratum differentiation, the individual consciousness and the informatization. And then, the psychological factor demonstrates the demands of netizens, for example, the emotional expression, the enlargement on interpersonal relationship and so on. At last, the network media factors include the mature of technology of macro-network we media and micro-propagation which become one of the most supportive factors on the distribution of news.Finally, through case analysis, the thesis also figures out the risks of this phenomenon, namely populism tendency and rampant with rumors. Furthermore, the Social Responsibility is also tried to be reconstructed during the prevention of the risks.