| As the coming of Web2.0generation, the development of social media,which represented by blog and microblog, offered a public platform forChinese netizens to discuss social events online actively. Under suchconditions,“self-media” could be considered as the most typical feature of thedevelopment of China society. As one of the most popular news andinformation platforms, Sina had launched microblog service in the end of2009.Although there were many other microblog services in China, Sina microblogwas the most successful one in terms of its user’s number and social influence.Moreover, with the success of Sina Blog, the media influence of Sina had beenenhanced in a large scale.This paper, take Sina microblog as an example, firstly illustrated thebackground of the appearance of Sina microblog and its development in China.Secondly, the paper discussed the influence of microblog, which reflected inthe fields of social economy, political supervision as well as public discourse.Thirdly, this paper demonstrated the theoretical basis of the influence ofmicroblog: McLuhan’s Media Theory and Users and Gratification Theory. Atlast, this paper noted some suggestions about how to create influence onmicroblog effectively.The innovation of the paper is that it gives a deeply research about thecombination of microblog and two widely-used theories. Besides, somesuggestions in this paper are very practical. |
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