Public Dissemination Microblogging Era And Culture Of Citizenship

Since its emergence in2006, microblog has quickly swept the world. As a vital part of communication form, the public-interest communication on microblog is developing very fast as well. Therefore, the paper aims to explore the reasons why microblog can be used as an important "public-interest communication" tool in new media field and investigate how much the microblog meant to the real world. In the paper, the main theories applied include communications, sociology and linguistics. It focuses on the grounded theory which is one of the qualitative research methods and selecting typical cases to analyze microblog text in depth and then establishing five dialogue forms which includes attention and calling form, emotional expression form, proposal and negotiation form, action form, and beings without form. Based on theses analyses, the paper clarifies the developing progress of the civic consciousness on microblog.Meanwhile, the paper analyzes the dialogue relationships in the public-interest communication on microblog from four aspects:interpersonal communication context, group communication context, social context and cultural context. Then, the paper finds out the affecting factors and developing environment of the civic consciousness in multiple contexts. Finally, it summarizes the actions of training the civic consciousness in public-interest communication on microblog. Besides, the paper analyzes the problem of the public-interest communication on microblog from four affections. Firstly, it is difficult to guarantee the truth of the public-interest information. Secondly, it is easy to invade the fights of others. Thirdly, the momentum and effect of the public-interest communication are disproportionate. Lastly, the persistence and the validity of the public-interest communication are not enough.Considering solving these problems, the paper proposes some suggestions for the development of public-interest communication on microblog. Firstly, the microblog should create a good atmosphere to enlighten public-interest consciousness of the public. Secondly, the microblog should play an important role in supervision to enhance the public trust of the public-interest actions. Thirdly, the topics of the public-interest communication should be enriched to improve the users’engagement. At last, pay close attention to refine the relevant laws in order to provide legal protections for public-interest communication on microblog.