Research Microblogging Discourse Power Of Traditional Media

Weibo is also called Microblog, is a new communicative platform in recent years.It adjust the structure of discourse right based on a various of internet applications,especially rested on the blog’s structure of discourse right.This article did lots of sampling survey and content analysis based on severalsouthern newspapers’ Sina microblog and did some comparative analysis betweentraditional media and other users of Sina microblog. According to the forward surveyand analysis, this article presents that even though microblog gives people a broaderdiscourse space,there is an expanding trend in different microblog users and thediscourse of traditional media is threatened by personal opinion leaders on microblogbut it still has the dominant position of discourse right, especially in the respect ofreporting news. Traditional media can be more powerful through using microblogbetter.This article is consisted of6chapters. The first chapter combs the backgroundabout traditional media and microblog, settles the current research status and putforward the research methods. This is also the background of this article. The secondchapter discusses the condition of the traditional media joining microblog and pointsout its discourse on microblog. The third chapter solves problems relating tomicroblog discourse and makes integral theory foreshadowing. The forth and fifthchapters explore the discourse of some southern newspapers on Sina microblog byusing sample survey/content analysis/comparative analysis and then expand to thediscourse of traditional media on microblog. The last chapter does some summariesand points out the view of this whole article. That is traditional media still havesuperiority of discourse on microblog even though they are threatened by some others,espencially in the field of leading public opinions. And at the last, this article alsooffers some communicating suggestions for traditional media on microblog.