Micro-channel Users 'uses And Gratifications' Research

Along with continuous development of science and expanding demand of social contact, the development of new media showed strong momentum. Especially after the micro-blog produced, traditional media study patterns like newspaper, broadcast and television were broken, scholars pay more attention to the new media. As a new media, micro message,which produced only two years has been attracted the attention of the scholars.The emergence of new media brings the characteristics of "the unification of transmission and reception" to traditional media audience. Audience who used to be a passive message receiver begins to be an active message transmitter, each audience has the potential to be a source of information. In this case, traditional media research about "uses and gratifications" which treats audience as a message receiver can’t gratify these audiences’new changes with the development of new media.In the new media environment,audiences who have two identities use media for what demands, and what has happened to them when they use the medium, these studies have more practical significance.Therefore, this paper based on the introduction of the concept,the communication characteristics and the background of micro message,from the "uses and gratifications" theory point of view, by questionnaire, we select300undergraduates and graduate students who use micro message in Xi’an,investigate and analyse their social structures, using ways and needs.Based on the traditional "uses and gratifications" theory,we put forward some new "uses and gratifications" characteristics of micro message users’,like to contact new media,follow the crowd,or get the right of taking part in the media. And put forward some measures to deal with the problems found in the survey, provide some useful advice for micro message to gratify the audience better.