Research On The Present Situation Of Sina Official Micro-blog@New Weekly

With Micro-blog fragmentation and highly interactivity mode of transmission is continually transforming the old propagation mode of traditional paper-based media, more and more traditional paper-based media have actively used the Micro-Blog platform to complete integration with new media. However, because of some them are lack of mastery of Micro-Blog dissemination rule, which lead to the spread effect in presentation and communication are difficult to keep from intermingling the good and the bad.In response to this situation, this paper chose@New Weekly, which was used earlier in domestic and the operation is successful. This paper is based on framing analysis, the theory of uses and gratifications, using quantitative statistics, content analysis, case analysis and other research methods. Focused on14different categories,3major aspects of its’content presentation, visual presentation, interaction presentation, and its’user feedback, index of uses and gratifications, which are all frequently used and expressed by@New Weekly. Then set up a systematic category which based on the research contents classification for discussion and analysis.Through these theory and research methods above, the specific features and effects of@New Weekly can be summarized. They are, home page setting concise and attaches great importance to prominent brand features, the information is full of humanity and literary, it is actively integrated into the " New Weekly Style " view, taking a good advantage on the editorial, good at integrating all kinds of information resources, and also good at constructing a commercial network. Also, its’deficiencies or problems can get a massive rationalization, such as its’shortage of the amount of content which is related to the parent magazine, the drainage and auxiliary power to the parent magazine need to be strengthened, the classification of audience is not detailed enough, its’event planning is lacking of " Under line " interactivity and so on. In response, some rationalization measures and proposals will be put forward.