Under Dialogic Theory: A Study Of University Microblog

The world has rushed into the era of self-media. As one of the most importanttype of social media, microblog, with its advantage as fast, simple and effectivecommunication, has already shown its great influence on public relations practices.Meanwhile, the significance of microblog in the field of college public relations isbecoming increasingly prominent. More and more universities and colleges are usingmicroblog as an effective way to set up a two-way symmetrical communication withtheir publics. However, we have to admit that the construction of campus microblogis still at its beginning with no successful role model to follow. The disordered,isolated and unbalanced use of microblog has strongly undermined its great potentialin the practice of public relations.Appling the famous dialogic theory in public relations research, this thesis triesto evaluate the current situation of campus microblog by direct observation as well asempirical study of a sample of880-pieces individual “211”university blogs. Intheoretical aspect, the thesis extended the application of traditional dialogic theory tonew media environment, and provided testimony for validity of Kent and Taylor’sdialogic principles. Moreover, the thesis attempted to add a new principle as“emotional resonance” and has initially proved the rationality of it. In the way ofmicroblog public relations practice, this thesis tried to provide a systematic solutionfor daily college microblog construction in the view of front, middle and back stage.Finally, a case study was preceded as a corroborative evidence for the solution, whichcould give light to the development of college microblog.