Analyze The Battle Between Micro-blog And Media For The Right Of Master Discourse Right

Since2008，Sina micro-blog launched the online edition，micro-blogdomestic media and new things is familiar with more and more peopleand use it, even the traditional media itself also tend to use the micro-blogto interact with audience’s large number of use of micro-blog, bring thediscourse power for the audience who are "no voice" for a long time.Thus breaking the long-standing situation of “What I say" that structed bythe tradition media.Claude Levi－Strauss thought, society is made up of culturalrelations, and cultural relations is manifested in a variety of culturalactivities, which humans engaged in the production of material and spiritof thinking activity. Structuralism is trying to explore the hidden invarious relations behind the "creed of center”. All these activities arepermeated with the essential elements of a letter code (symbol).Differentideological form or state of mind is the letter codes of differentpermutation and combination. A cultural significance and reconstructionmake together through various practice phenomenon as an ideographicsystem and activities. The media usually serves as the Party mouthpieceand state ideology spokesman, whether from the news, reported theorganization of content selection and program layout, or from the mediaproduction process by the external constraints (such as political powerpenetration, market demand to restrict), they are around a purpose,namely to serve the authorities to control discourse right, tradition media"contracture" the master discourse right and therefore can not fall in thehands of the audience. But with the emergence and rapid development of micro-blog, themaster discourse right which controls by the traditional media, facing thedeconstructed risk. Micro-blog by virtue of its unique characteristics ofthe spread and the advantages of dissemination, deconstruct the＂discourse control center＂which the traditional media build up, and givethe discourse control to the audience ’s hands, all the same time the blogconstruct a new mode of discourse, it build a communication bridge ofthe discourse right between the traditional media and audience. Thetraditional media due to various limitations as well as professionalproduction characteristics, it has an absolute advantage and strong in themain discourse, so that it can not delivered its control, speech in thedissemination process. But the micro-blog allows the audience to achievediscourse control. However, the micro-blog has its own defects, such asonly published140characters, lack of sufficient put shutdown system, andeasy to produce fragments of memory and false information, which arethe advantage of the traditional media.So the traditional media and themicro-blog also exists a＂stalemate＂relationship, they can learn fromeach other with the use of complementary, to realize the complementarydevelopment.