China Microblogging Media Guide Strategy

Micro-blogging has been rapidly developing since it was introduced to China a few years ago. As the media communications platform, it has build a new space for the network expression and communication with a manner of a simple, instant information. Expanding of the mass communication platform, give equal voice to the public, change the mode of transmission of information, enrich the channels of public access to information, opinion expression.makes the focus of network consensus began to shift to Micro-blogging.We can see that micro-blog is gradually become the media which the network’s public opione converged.And at the same time the gossip spread rapily. Many events in the micro-blogging platform, caused widespread concern and discussion, and some even give China political economic and cultural aspects a huge loss, but also bring great challenges to the government. So how to response the public opinion of mcro-blog is a novel and practical problem.the emergence of Micro-blogging, make network consensus information have characteristics of newer faster and more difficult to control. in order to explore the mechanism of transmission of micro-blogging,this paper first introduces the conception of micro-blogging and Micro-blogging consensus. And then discusses the relationship of micro-blogging users and the social network structure characteristic, the analysis of impact on the spread of public opinion.Micro-blogging users in concern and attention in the process of the realization of the interpersonal function, build up a virtual circle of interpersonal communication, make the traditional context of scattered, isolated, anonymous audience is connected into a vast network of human relationships, the spread of information and content on Micro-blogging platform dependent on Micro-blogging user network.second, this article tries to analyze the public opinion hot issues, discusses the evolvement mechanism of micro-blogging public opinion generated, and study the reasons of the micro-blogging public opinion out of control, put forward from three aspects of government, media and the public micro-blogging public opinion to guide the Suggestions and countermeasures. It will be built on a pragmatic basis,guided and managed with a rational and scientific attitude. The system will ensure the spread of truth is faster than rumors. It will also help to maintain a sound internet environment and establish our socialist civilization.