A Study Of Microblogging Information Transmission Under Broken Windows Framework

With the advent of web era, the continuous development of computer technologyand rapid expansion of portable smartphones and tablets constantly reshapes the formsof online media.Acase in point is Sina Weibo (hereafter referred to as weibo). Sinceits initiation in2009, Weibo expanded enormously its customer base over the yearswhich culminated in a huge wave of public interest nationwide that made Weibo themost popular and disputed Chinese medium. Weibo is often described as a fast andefficient publisher of news feeds; a debating room that contains the opinions ofNetizens; a government testing ground that integrates public views; and a storm centerat which internet incidents brew at flashing speed. Inevitably, in the complicatedworld of Weibo, various undesired phenomena accompany the expansion of the onlinecommunity. Flame wars, trolling, publicity stunts, and rumor spreading to name just afew, some that came into existence well before Weibo did parasite on Weibo in orderto survive.Based on the participation, observation, analysis, and research of Weibo, thisstudy seeks to demonstrate the past history as well as current reality of Weibo via theBroken Windows theory, a classical framework of criminal justice. The study probesinto the disorderly web environment of Weibo to demonstrate the formation ofBroken Windows Effect through cases, data analysis, and comparative studies. Inaddition, the study will identify risks and damage that Broken Windows Effect willlikely inflict on the normal operation and organic growth of Weibo. The analysis ofBroken Windows Effect lays out the foundation of the author’s further investigation oftracing the origin and identifying cultural root of Weibo’s Broken Windows Effect.Moreover, this study will discuss the thorny issue of rectifying the BrokenWindow on Weibo. However, Rome wasn’t built in a day. Neither ridding the vicious circle of harming web environment and regular order, nor will according the growth ofscale with the growth of profit, be accomplished in the short-term. Putting in practiceany recovering measures on Weibo, the zero-tolerance policy proposed by BrokenWindows Theory included, will prove a dilemma that req uires coordinated efforts ofmanaging parties to balance contrasting interests. Challenge also lies in improving theability and efficiency of management force while retaining users’ confidence in thestability of the system and fending off their fears of chaos scenarios. In other words,the key of addressing the Broken Windows Effect on Weibo is tip-toeing aroundover-regulation to ensure the energy and vibrance of the Weibo community and in themeantime, holding responsible violators of rules.Links research closely with recent technological trends, author of this paperexplores a variety of options to purify the clamorous media outlet that Weibo providesand transforms it into a public space for Netizens to express views and advocatedemocratic values with reasoning. Currently a yardstick that gauges online pressfreedom in China, the case of Weibo holds water when studying other new mediaplatforms, it also confers truth on discussion of other hot topics in Sociologyincluding freedom, equality, democracy, and the project of harmonious society.