Research Involvement Of Microblogging Events

As one of the important ways of people express—micro blog’s dissemination ofthe contents not only whipped up a whirlwind in the network world, and evencaused the traditional media participation greatly,eventually expanded the breadthand depth of the formation of new micro-blog events."Micro-blog event" as a newtype of Chinese network media events, not only means the new media eventdissemination platform may be transferred (from the forum and blog tomicro-blog),but also brings impact on the public opinion ecology, news productioneven the user itself. With the birth and prevalence of micro-blog, peoplecommunicate with each other in performance, diversification and even more faster.Because of the micro blog’s convenient operation, low barriers to entry, diversifiedcommunication channel, free communication of information and mass disseminationof information, more and more users can participate in the " micro-blog " incident.Involvement theory originated in the psychology, promoted and developed inthe marketing because of the scholars’ attention. Generally, Involvement is a kind ofmental state, and its strength is affected by things and personal needs, values andwant to achieve the target in particular situations. Related to sexual desire is morestrong, cognition to self correlation degree is more deepen, and resulted in differentbehavioral effect. As more and more users participate in the " micro-blog " event, notonly the audience of their own on the events of the personal needs and valueschange, but different "involvement" will be had "the different participation behavior".Stratification of micro-blog audience, the users in different group will be formeddifferent behavior on media content.As the media informations’ receiver, micro-blog audience have quite largedifferences. With the combination of sociology, psychology and media theories,through the division of "involvement" and "audience layered participation", itprovides a more detailed and clam judgment path to the spread of behavior analysis.From the beginning of2010to2013, this article classified the influential event basedon micro-blog, and distinguished the different users’ involvement degree in the event. Take micro-blog users in Shanghai area as an example, then obtains the micro-blog’saudience involvement results. This paper divides the micro-blog audience ofShanghai area into four types—Feeling, thinking, action and reaction audience.Based on the classification of micro-blog audience, the four basic models werelayered, namely "study—Feeling—behavior","feeling—Learning—behavior ","behavior—Learning—feeling" and "behavior—Feeling—learning ". After this division,the fundamental object in this paper is the effect of micro-blog event dissemination.The establishment and analysis of the Involved model are necessary. It is very helpfulto the study of the different types of micro-blog incident, so as to the "common"process of audience participate micro-blog event.On the other hand, as an open platform, micro-blog’s long-term and noregulation state had upgraded the influence of micro-blog event, the negative effectsare also expanding. For one thing, network monitoring technology is relativelybackward, traditional supervision mechanism completely lost the influence inmicro-blog platform due to the absence of relevant laws. On the other side,advanced network hardware and the rapid progress of network communicationtechnology makes certain information almost in hours or even instant widespreadform all over every corner of the world in the lowest cost and most. Finally, controlstrategy is proposed in this paper for different levels of audience.