Study On Micro-blog Media Ecology

The year2007had witnessed the raise of Micro blog, which has developed as the mostpopular transmitting tool at a staggering rate in the past a few years. As a new cybermedium, Micro blog is not only a showing platform, but also a window for the public toknow the society and pay close attention to it. In this context, people from all walks of lifetend to focus on the Micro blog. As the slogan goes,“if you don’t have a Micro blog, youmay feel embarrassed to greet people”. Although it seems like a scoff on the surface, itimplies the significant role Micro blog plays in contemporary society.As a new web medium, Micro blog is at a critical stage of its development now. Thetheory,“media is a fish” has told us the fact that Micro blog, like a fish, lives in the mediumecological environment. Accordingly, the survival and development of Micro blog isclosely connected with the medium ecological environment as fish and water. Because ofthe particularity of the medium ecological environment, in order to know Micro blog and itsecological environment better, this paper, based on this idea, explored on all aspects ofMicro blog through researching on the medium ecology, its environment, and all theinteractions of the factors in the environments.Due to the differences between studies of western countries and those of China, theresearch scope of this paper is defined in Chinese context. There are five parts altogether: inthe first chapter, this paper mainly introduces the development of the theories about mediumecology, the overseas and domestic research status as well as the basic definition,characteristics and the development status. In the second chapter, the inside mediumecology of Micro blog has been analyzed. In the third chapter, the outside medium ecologyof Micro blog is explored as well. In the fourth chapter, the interrelationship between all thefactors about Micro blog within ecological environment has been examined from theperspective of medium ecology. Ultimately, in the last chapter, based on previous analysis,this paper is intended to discuss the current problems and the future development of Microblog, aiming at reaching the ecological balance of Micro blog, meanwhile, realizingharmonious development in the future.