Ethical Research Of Microblogging In Sight Of The Communication Process

The microblogging has broken the boundaries of the human form of informationdissemination. The microblogging is remodeling our concepts of communication. Theemergence of microblogging caused great impact on the communication order of traditionalmedia. Microblogging has become the main way for people to access to information sources.The microblogging solves the proximity of the general audience for media use. Due tothe freedom of network communication, alienation of microblogging information seem moreserious than the traditional way. The most prominent is the verbal violence, false informationand rumors, etc.This article is to analysis the ethical issues from the source, channel and the sink with astarting point from the propagation of the microblogging. First, the microblogginginformation on the reliability evaluation is supposed to be low. But the public are oftenwilling to believe that microblogging rather than official source on important matters. Second,with its codec system, microblogging can disseminate vast amounts of information other thanthe140words of its own. Besides, there is a significant conflict in the channel environment ofmicroblogging. The microblogging environment of public opinion is full of confrontation andpolarization. Third, the ability of microblogging audience to distinguish a huge information isdifference.So this article based on the spread of microblogging, use the ethical theory to analysismicroblogging problem and conflict. From the social factors, technical factors and legalfactors to consider the impact of microblogging’s ethical conflicts. And focus on thespeculation of both sides to the conflict, avoid prematurely and mindsetly to qualitativeproblem. Finally, we should remain the openness of microblogging and digest the antagonismof public opinion, refactoring the social trust, and optimize the propagation path ofmicroblogging to resolve the ethical conflicts of the spread of microblogging.