| Since Twitter was launched in2006, the micro-blog has changed the pattern of the cyberspace and the way of people participating in social life by the powerful influence. In the field of Journalism and communication, the micro-blog has gradually evolved from the tool to get the news clues to a news media. As a kind of media, the micro-blog has the attribute of public sphere, the model of communication about the micro-blog has the feature with the cross feedback and full-time. There is a fission process in the communication with the micro-blog. As the behavior, the subject of the communication with micro-blog has combined the character of communicator and audience in the traditional medium system. The traditional construction with dualistic antithesis is broken gradually. Therefore, the subjectivity of the subject in the spread of micro-blog news has been established.The research about the subject of micro-blog news communication can begin with the micro-blog and its ontology. The summary about the features of the communication of micro-blog and the micro-blog news can be based on the research of the micro-blog news spread group, and establish the status of its ontology. The subject of micro-blog news communication can be divided into four type about the government agencies, the traditional medium, the opinion leaders and the grassroots groups according to the attribute of group and the level of possession of spread power. The establishment of the subject structure can further analyze the motives and behavior of the subject of micro-blog news spread. There are the external motivation with sharing, propagandize, explanation, and the intrinsic motivation with flaunt, abreaction, maintenance about the micro-blog news spread. The spreading behavior of the subject in micro-blog news can be divided into three dimensions about the content production, the route production and the community production. The research about the factor of promotion and restriction can attribute the behavior to the information right and the psychological empowerment from the media technology.The change of the media power structure acts on the subject of the spread of micro-blog news, and appears the subversive effect to the traditional medium structure. The subversive power has both the positive and negative effects, so that the regulation of micro-blog news spread needs to improve. Improving the professional quality and the citizen’s media literacy, and implementing the reasonable micro-blog regulation can regulate the behavior of the micro-blog news communication. |
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