The Research For Microblogging Communication Of TV

As microblogging have development so far, the impact on traditional media isself-evident. So newspapers, radio, television, etc is looking for some path of combinationwith microblogging. Television as a media master of sound and picture-in-one, still havesome disadvantages, for example the production cycle is long, broadcast time is fixed,cannot easily be saved, lack of interactive, etc. Exactly right, the advantages ofmicroblogging such as low barriers to release, spread fast, highly interactive,can preciselyto make up for these shortcomings of the TV.This paper use comprehensive analysis with data and cases, and put sinamicroblogging as the research object. Firstly, author has analyzed the general situation ofoperating about all levels television media in our country. According to Levinson’s theoryof evolution and remedial media, combined with the current dilemma of television in themedia and microblogging’s natural advantages, the author summed up three values ofmicroblogging as for TV, with the development of TV brand image, the audienceinteraction, and news of collaborative production.It is necessary for TV to complementeach other with microblogging. However, limited to the spread of television media hasalways been in a pointed pyramid, TV has been into a model of the routine automatically.During the actual operation, there will be a lot of problems, such as too official and formal,Lack of interaction with the audience. In addition, TV media as a special group, theirmicroblogging gathered three properties of private, organizations and public, how tochange from the three roles lightly and draw a clear the limits between the freedom ofcommunication and the social responsibility, all are easy to bring about some confusionabout microblogging using.Based on this, the television media needs to adjust and make innovation when usemicroblogging to spread ideas. In order to extended secondary spread outside the screen,TV could manage the fans equitably and brand promotion constantly. In addition, in viewof the micro era TV news lag, the author refers to the "diamond model" from and puts forward the TV news communication paradigm on microblogging which can balance speedand depth. Finally, the author draw lessons from foreign specification using social media,and show that TV media should improve self-discipline consciousness and professionalquality, uphold the principle of news authenticity, carefully treat their real-namemicro-blogging, avoid false information, and prevent leakage does not play. Of course, itwill be a good choice if they can separate public and private account.