The Reseach On Media Ecology Of Chinese Microblog

Microblog has achieved rapid development in China because of its quick releaseand dissemination of information.Microblog becomes an important medium for gettingand disseminating information,maintaining the interpersonal network. Based on thetheory of media ecology, this paper putting microblog in a dynamic developmentprocess to research the survival state and growth process of the microblogsystematically,and explore a road to the sustainable development of microblog.This study argues that the exchange of materiality and power between mediaecological environments and microblog is fundamental to the survival of microblog.The environmental factors, including political factor, economic factor, cultural factor,and technological factor, influence and regulate the communications supported bymicroblog. Microblog possess a unique niche in terms of space, time, and nutrition,which result in the intraspecific and interspecific competitions between microblog andother media. The intraspecific relationships indicate the interactions within microblogs,and the interspecific relationships are interactions among microblog, online media andtraditional media. The intraspecific relationships are reflected in the competition anddivisions of labor between individuals and groups within the spicy of microblog. Thepositive interspecific relationships are generated from the reciprocal relationshipsamong species of media, and the negative interspecific relationships result from thecompetitions among those media. The less overlap between ecological niches ofmicroblog and traditional media lead to mutual relationships.Microblog evolves under the effects of external and internal factors. The outcomeand direction of the evolution is adaptation. Niche-changing adaption and selfevolution-adaption are two major types of evolution. The former is the best way ofpassive adaptation in the competition, and the latter indicates the active adaption to theenvironment through ideological evolution, mechanism evolution and functionalityevolution.The optimization of microblog media ecology is essential to the balancedand sustainable development of microblog. The thesis suggests that building thehealthy and harmonious media ecological environment, creating the interactive andbalanced media ecological relationsihps, and establishing efficient supervisionmechanism are three approaches of optimizing the microblog media ecology.