Empowerment Of Micro-blog Propagation

In the information age, vulnerable groups is the "middle and lower" in thedissemination of rank order. To break the information asymmetry and change theunequal communication role and achieving the power of media public sharing andpublic power opening, is the route that vulnerable groups using the newdissemination technologies to increase the power of themselves. Among them,microblog as new media representative, on people’s communication habits andlifestyle have great innovation and influence, traditional empowerment theoryconcerns the deactivating groups of individual level, group level in the process ofempowerment in microblog dissemination of practice has been carried out, and byattention, participation and collective action in complete personal powerdevelopment, achieve social justice play an important role.Based on the investigation and analysis of the new media practice andempowerment, the propagation decentralization in network times and theself-empowerment of citizens in poor circumstances of medium security, thispaper expounds the motivation of micro-blog propagation empowerment. Andbased on the characteristic and the advantage analysis of micro-blog transmissionempowerment, this paper studies empowerment mode and levels of micro-blogpropagation above the subject and object of micro-blog propagation. Throughthe study of micro-blog dissemination empowerment practice and analysis ofmicro public welfare, micro marketing, government micro-blog which are thethree kinds of concrete practice case, we find that micro-blog transmission havefour kinds of main transmission: first, building self-help and mutual aid system bythe micro-blog platform; second, sharing social resources in the process ofindividual rights value experience; third, promoting the strength of agenda settingby the way of viral dissemination; fourth, formation of interest group bypolymerization spread.Indicated through research, micro-blog propagation has the important valuein expanding the empowerment channel, strengthen the empowerment awareness,affirmation of personal values, weakening the powerlessness of citizens,overcoming barriers and increased interpersonal power. At the same time, gossipand rumors, anarchism crisis and aesthetic taste distortion may appear in theprocess of micro-blog propagation empowerment, this paper will look at the overall and analysis the empowerment value and effect of micro-blog propagation,make a future prospection for the micro-blog propagation empowerment in thedialectical, rational perspective.