| In recent years, for various reasons, the number of unexpected events in China has gradually increased. The report of major incidents has always been an important issue in the study of the press. In the coverage of emergencies, due to the social environment and relevant institutional mechanisms, the traditional media are confronted with limitations and constraints, and it is often difficult to achieve the best dissemination effect. Since Twitter was born in2006, micro-blog has swept the globe and has been increasingly applied in various fields. Since2007, a number of emerging micro-blog site has emerged, e.g. Fanfou, Jiwai and Sina Weibo. As short Weibo’s history is, it has been applied to all aspects of the society. Micro-blog is not only a tool for personal expression and interpersonal communication, but also a means for information dissemination, marketing and public relations of government, enterprises and organizations.As the most typical representative of Web2.0era, the rapid rise of micro-blog has announced the arrival of a new era for network information dissemination. In this context, guided by theory of social network, the author of this essay has comprehensively analyzed the publication mechanism concerning its concept, connotation, communication process and mode of transmission, which is an innovative point of this study.As a media tool of large popularity, the transmission of micro-blog has shown a more and more powerful publicity, created a new model of interpersonal communication and news dissemination, moreover, profoundly influenced the generation and direction of public opinion in emergencies. Therefore, research concerning micro-blog publication mechanism in emergencies is of great significance in practice:First of all, researches on micro-blog publication mechanism in emergencies can help sort out the generation and development mechanism of emergencies, control and guide the direction of public opinion, thus efficiently solve of emergencies.Secondly, researches on micro-blog publication mechanism in emergencies can help the government timely and initiative release information, give full play to the role of micro-blog information dissemination, correctly guide public opinion and public behavior, timely eliminate the negative impact of incorrect information in the society, merit the establishment and improvement of emergency support mechanism in the whole society, form a collaborative interaction of government, media and the public in emergencies and also achieve a healthy and orderly development of the society.Thirdly, researches on micro-blog publication mechanism in emergencies can help new media and traditional media interact positively, stimulate innovation of traditional media based on learning from the micro-blog platform to seek new advantages in communication.Fourth, researches on micro-blog publication mechanism in emergencies meet the trend of triple play and media integration, which can help promote further innovation and development of micro-blog communication platform. There is no doubt that, in the context of triple play development, as an ascendant form of media, micro-blog suffers many issues to be resolved, such as the proliferation of spam, endless rumor, zombie fans, random standard of posts deletion etc. To conduct researches on micro-blog publication mechanism in emergencies, in fact, is to exclude a lot of interference and study under an ideal platform of dissemination, which is very likely to help us obtain a comprehensive and accurate view on the role of micro-blog in emergencies, face the problems during transmission and positively expect the prospect of micro-blog’s development in the context of triple play.As the most typical representative of Web2.0era, researches concerning micro-blog are still in a period of rapid development. Given the research background mentioned previously, this paper, based on the context of the integration and changes of media forms, will elaborate on the changes of and impacts on dissemination caused by micro-Blog.This study is mainly focused on the following aspects:(1) To elaborate on the meaning of the publication mechanism of micro-blog, and clarify the definitions of mechanism and publication mechanism;(2) To analyze factors of micro-blog transmission and mechanism of function; (3) To analyze the process of the…of publication mechanism of micro-blog;(4) To analyze the unique nature of communication mechanism of micro-blog in emergencies;(5) To give the concerned authority advice for a better comprehension of the nature of micro-Blog transmission and promote the harmony of the network.This study, based on Yong-Wen significant EMU security incidents occurred on July23,2011, guided by theories of social networks and social stratification, combining text analysis, content analysis, comparative analysis and literature study, on ground of discourse subject and the power of discourse, studies the characteristics and patterns of micro-blog’s information dissemination in emergencies, from the communication theories, analyzes the transmission mechanism of micro-Blog, makes clear the relationship between the publication elements, i.e. content, media, audience and results, and works on how micro-blog publication mechanism works and gives advice for the better realization of micro-blog’s value as a new media form. |
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