From The Use And Satisfy The Theory Analysis Of Traditional Magazines And Weibo Cross-media Cooperation

McLuhan said:“Medium is the basic driving force of socialdevelopment and distinguish between different social forms.Each kindof new media declare that we are entering a new era.”The emergenceof MicroBlog marks a new media era. MicroBlog with its unique advantagerapidly occupied the user and advertising market, caused greatchallenge to traditional media. Instead of doing nothing, thetraditional media seek cooperation with positive attitude. Case is notrare, methods and types of practice are also varied, but the effectis worth pondering.This paper will use various research methods to focuse on thecross-media cooperation of magazine media and MicroBlog.I’llcontrast the differences in the transmission process and analyze thetransmission characteristics of the two media.In order to better meetthe demand of the audience, both sides must make adjustments for theirown communication model.While cross-media cooperation provides afeasible way.From the Uses and Gratifications Theory,the thesis willselect specific cooperation phenomenon to analysis how two kinds of media to meet customer needs by multifaceted integration.Althoughmedia integaration is efficient in terms of user demand,but there arestill many practical problems in the process.《Vista》 and《SanlianLife Weekly》 official MicroBlog will be analyzed to point out thepractical difficulties in the process of interaction.On the basis ofa comprehensive understanding of practical problems, I will makerational thinking on the development direction of interaction of twomedia.This article first crossed the boundaries of traditional media andnew media to explore the cutting edge of communication trends.Theresearch object is to fill in a blank area,too.Moreover, on the basisof Propagation law,the author puts forward reasonable suggestions anddevelopment direction of the future. Combined the latest means ofcommunication with the classical theory is also on the inheritance andinnovation of traditional theories.Media development changes with each passing day.Journal oftraditional media how to break through the traditional patterns andbuild cooperation alliances with microblogs to develop more product that can satisfy the audience demand, we still need to wait and see.But one thing is certain, no matter in what way, the final purpose isto bring the audience a more comprehensive, convenient and personalizedservice, realizing the maximization of transmission efficiency.