Research On The Communication Of The Public Intellectuals’ Microblog

Microblog has become an important access to information and communication channels of Internet users, and gradually developed into the birthplace of the significant public events and the strongest network public opinion field. It changed the Chinese society deeply, and has a profound social influence. In all kinds of microblog users, public intellectuals is a unique and important using group. Microblog provides them with a new way to intervene public affairs, and with also a more free and open public discourse platform. With keen observation, profound knowledge, calm analysis, and broad public carings, public intellectuals frequently comment on public events on microblog, act as the the originator of public issues, the core of the diffusion of information and public opinion.They grow into microblog opinion leaders with a huge amount of fans and strong influence on network public opinions.Public Intellectuals’microblog is one of the most important dynamic node in the information dissemination field, which plays an important role in public opinion guiding, public event speading, and network public discourse platform building. The research is based on public Intellectuals’ microblog, mainly with theories of mass communication, sociology and public opinion.The author uses case study method, observational method, content analysis and other research methods. Lasswell V W Schematic is used as the research frame work, the concept of public intellectuals, content, media composition, audience and communication effect are deeply analysed. The reeducation-through-labor of Tang Hui is selected as the case, the study examines the mechanism and influence of the public Intellectuals’ microblog in the process of the public events. On the basis of the above analysis, the author criticizes the problems of public Intellectuals’microblog, and put forward the suggestions to promote the development of public Intellectuals’microblog.At present, the study on public Intellectuals’microblog is a piece of virgin land to expand, having less related research literature. In this article,the author explores the information dissemination, influence spreading, public opinion guidance, etc, unique function of public Intellectuals’microblog. To some extent have remedied the shortcomings of this research, it is the innovation of this article.