Impact Study Of Weico Towards Traditional Media

With the development of digital media technology, the “we media” age, as a leadingcharacter weibo has already showed in the we media age, and it had a huge impact on theJournalism&Communication. With the quality of participation, initiative, openness and morefit for the youngs, this grassroots-oriented discourse platform and the restriction of limiting thenumber of characters to140characters bring shallow reading and the high-intensive userstickiness have gradually weakened the dominance of traditional media.The contents of WEIBO is fragmented, its mode of transmission is fission, it changed thepropagation characteristics of many traditional media to achieve the spread of N to N+N, it isthe full three-dimensional propagation mechanisms. In the age of WEIBO, everyone could be areporter, according to statistics of103WEIBO website, the user accounts have reached1.2billion in total. As a result of the large number of the contents, nowadays, WEIBO as a “leader"has been improved and now it is more practicable for Chinese Internet users’ habits,accompanied by continuous innovation and the application of mobile phone technology,WEIBO has its unique component whichoccupies the minds of users.To face the age of WEIBO, the communication model of it has irreplaceable advantages,and it represented both chalanges and opputunaties. For one hand, it could expand the sourcesof traditional media, on the other hand it could strengthen the exchanges with the audiences andmay also enhance the ability to guide the public opinion, as well as to promote to establishedthe WEIBO virtual community.As from the media, there are great differences between WEIBO and traditional media onagenda setting, dissemination subject and the dissemination of content. Unlike the agendasetting of traditional media, WEIBO has freedom agenda setting properties in the dissemination.WEIBO represents the ideas of grassroots Internet users, but traditional media shows how theofficial authoritie think, the former in terms of content is like the "raw material”, the latter ismore like the "factory."To face the challenge, the traditional media have to explore a efficeient way. Lot oftraditional media to follow the trend by opening an official WEIBO acount and publishing statements which combined with personalized set accorfing to the audience analyse, so as toenhance the image and value of the parent media. In order to protect their invincible position,traditional media need to strengthen its core competitiveness, compared to Weibo, it hasprofessional editorial team and freedom, traditional media should take advantage of this,increase the number of in-depth reports, then it could has the chance to do a great job indiversified competition, to overcome its weaknesses by acquiring its strong points, in order towin the competition.