London Olympic Microblogging Communication Applied Research

Microblog has been developing rapidly since2009, when it came into being. With different types of microblogs such as grassroots micoblogs and m icoblogs in government administration emergeing in endlessly, microblog pla ys a more and more important roles in our life. For the socity, microblogs in g overnment and enterprise are being a key channel to transmit an order from a bove. For individual, microblogs of stars and grassroots are being an importa nt tool to transmit conditions to above. It seems that we are being in an conve nient times what anyone uses microblogs.As a sports show held every four years, the thirtieth Olympic Games has been successfully held from Julf28to August13. Microblogs have been used more extensively and more frequently in London Olympic Games. The New York Times called this event as a "Sociable Games".CNN even called it "Mic roblog Games". It can be concluded that microblog has achieved another clim ax during London Olympic Games after its rapid development in2011.This article obtains the phenomena and the laws from the perspective of c ommunication theory though analysing the data offered by several web portal s which show the number of using microblogs. And this article try to give rati onal explainations of the phonomena and the laws, aim to get the information about the change of social mentality and value in the big environment which is in the representation of social transformation and prominent contradiction. Probe the change about information demands and psychology of the public, a nd offers the scientific evidence to the government in satisfying the infpomati on demands of public, persuading audience emotion, coping with collective p ublic events.In the end, this article trys to provide references to effective ly u sing microblog, perfecting information disclosure systerm, strengthening and innovating the social administration.