The Study Of "@Xinhua Viewpoint" Sina Micro-blog’social Functions

After just a few years of development time,Micro-blog as a new media form,ithas become one of the most popular forms of communication.Micro-Blog is verypopular with its characteristics of convenient and widespread,and in a short period oftime, it gathered a large number of users.A media to spread to50million people,radiotook38years,televisiontook13years,Internet only took4years,but Micro-blog tookjust14Months.In recent years,with the rapid development of Micro-blog in the country,itsinfluence is growing,the number of users is constantly refreshed,many of the mediahave chosen to enter the field of Micro-blog. Now,the media has become a highlyactive user base on the Micro-blog Platform.As influential,authoritative mainstreammedia,they are more aware of the importance of the Micro-blog.The Mocro-bloghas become the new communication channel to communicate information and toguide public opinion."@Xinhua Viewpoint"Sina micro-bolg was founded by Xinhua News Agenceduring"Two sessions"in March2010.It not only as important part of new mediastrategy of the Xinhua News Agency,but also as new channles of communication.Withthe increasing number of its fans,and the influence is constantly growing,its hasbecome more and more important to the Xinhua News Agency.The paper start from status quo of the use of the "Xinhua Viewpoint"Sinamicro-blog,through its publishing content published statistics and analysis as well aslanguage and formal characteristics,to this overview of the overall situation.Followedby "@Xinhua Viewpoint" Sina microblog presence of background summarized asthree:in the micro-blog era into which the mainstream media is required.Presence of"the two field of public opinion",the mainstream media with the micro-blog Guideonline public opinion.The mainstream media with the micro-blog timely communicatethe truth because of the network spread fast and content complex.Finally,throughanalysis and research,summed up six social functions of the "@XinhuaViewpoint"Sina micro-blog, that is the function of communicate authoritative newstimely,the function of guide the online public opinion,the function of online interactive communication,the function of transmission of fragment culturalinformation,the function of communication of fragmented service information,and thefunction of social mobilization.