The Propagation Characteristics Of Sina Celebrity Microblog

The emergence of Twitter had a profound impact on Americans lives and socialdevelopment in2006,the powerful influence greatly stimulate the development ofChina’s microblog market. Sina，Tencent，Netease and Sohu four websites haveopened the microblog service. They launched a microblog war. Sina microblogfollowed the celebrity strategy of Sina blog，so seize the initiative in the fierce marketcompetition, Sina microblog quickly took possession of nearly87%market share，farmore than the other three microblog sites.The celebrity microblog is an important part of the Sina microblog, plays anirreplaceable role in the growing influence of the Sina microblog and Sina microblogdevelopment. From the movie stars to the academics，from the media stars to thefashion people， celebrities have won high popularity and attention by theirreputation and social status. The huge number of fans is on the rise. Casually issue amicroblog with no substantive will obtain thousands of fans to reply. The hugeinfluence of Celebrity microblog is unprecedented. But this prosperity of celebritymicroblog has also brought many negative effects, such as the false identity ofcelebrity、the growing number of zombie fans and the negative comments of Celebrity.Therefore, analyze the propagation characteristics of celebrity microblog rationallyand the reason of this prosperity become a very worthy problem of study.This paper regard the Sina’s celebrity microblog as the research object. Firstly,define "celebrity" of celebrity microblog. Focus on the "V" authentication mechanismof celebrity user. analyze the role of authentication and research Sina microblogapplication plate for celebrities-Hall of Fame and Billboard. The second part throughthe microblog data，research the communication Model of Microblog，analyze therelationship between the celebrity microblog and the core nodes in the Microbloginformation dissemination. And analyze the propagation characteristics of thecelebrity microblog from the5w elements of information dissemination，research thepropagation characteristics of the celebrity microblog.The third part research theopinion leaders of microblog from the traditional theory of opinion leaders, researchwhy celebrity microblog become the microblog opinion leaders, analyze the characteristics and role of microblog opinion leaders. Finally, make some discussionsabout the problems brought from the prosperity of the celebrity microblog, such aszombie fans and the false identity.