Metropolis Daily And Weibo "compensatory" Fusion Development Research

Microblog is one of the key words of the past two years with the development of media forms. The number of Microblog users in China increased by as much as208.9%in the first half of2011,which grew from63million to195million. It becomes the fastest growing form of internet application. Because of the popularize of microblog, most of major metropolitan newspaper realize network fusion is the opportunity to survive and start to move closer to the microblog. They carry out a lot of measures and lead to an upsurge with the topic of micro-revolution.Levinson’s compensatory theory is the framework of this thesis. A large number of qualitative and quantitative research on paper and microblog versions of Modern Express by content analysis and discourse analysis. This thesis explores the compensation effect of emerging microblog on newspapers and the reverse compensation effect, which means the newspapers permeate into microblog. It strives to find a new way which can contribute to the development of newspapering in both compensation and reverse compensation mechanism. Ultimate purpose of this thesis is to provide new ideas of innovative spread method for traditional media and make the media convergence smoothly.