The Communication Research On Official Micro-blogs Of Variety Shows

The rapid development of micro-blogs, coupled with the influence of media convergence, attracts various traditional media to converge with them and compete for the right to speak in them. Facing the challenge as well as opportunity, the TV media actively look for a way out. Many provincial satellite TV channels, local channels, and even a TV show have their own official micro-blogs. According to the statistics of China HowNet, there are some papers studying the micro-blog communication of TV media, but there is almost none studying that of variety shows. And this paper makes a research on the latter, taking the sina official micro-blog of the variety show Where Are We Going, Dad? as an example.This paper analyses the micro-blog communication of variety shows with six chapters. It starts from the introduction part, and then continues with a macro-analysis of the significance of existence of variety shows’ micro-blogs and their status quo, as well as the reason for taking the sina official micro-blog of Where Are We Going, Dad? as an example. Then with the case analysis, the paper studies the content production, language communication strategy, mode of communication and factors affecting communication effects of variety shows’ micro-blogs.The first chapter, the introduction part, is made up of five parts, namely the source of the topic, the significance of the topic, innovative points of the paper, research method and research review.The second chapter is divided into three sections. The first section is about the significance of existence of variety shows’ micro-blogs. The significance lies in two aspects. Firstly, with the development of society, the pace of life accelerates, and the audience needs timely information, which is the very moment for variety shows to open micro-blog accounts to spread the news at the first time. Secondly, the micro-blog is also an important channel for the news spreading of variety shows. The second section is about the status quo of micro-blogs of the shows. Besides, the uneven distribution is very obvious. They enjoy great popularity in some regions, but much less in some other regions. Moreover, their influences also differ dramatically, as shown from the number of fans. For example, Where Are We Going, Dad? has a big number of fans and a great influence. The third section is about the reason for choosing the sina official micro-blog of Where Are We Going, Dad? as case study. First, the show enjoys a high audience rating. Besides, its sina micro-blog is very influential.The third chapter deals with the case analysis of the show’s micro-blog, analyzing its content production. The content production mainly includes micro live, propaganda footage and show snapshots, life of heroes of the show, star parent-child information, personal emotion sharing, interactive information and related service information. Interactive information plays an important part in the micro-blog, including interaction with the stars, the media and the fans. Interaction is an important characteristic of social media, and the micro-blog put this strength into full play in information production. Fragmentation, timeliness, arbitrariness and other features of the micro-blog help to produce related service information, such as program notice, parent-child knowledge, essays, interesting stories and so on.The fourth chapter is devoted to the analysis of language communication strategy of sina official micro-blog of the show. Language expression is particularly important for such micro expression platform as the micro-blog. Its effect directly influences the communication effect of micro-blogs. It boasts three levels, namely diversity of language forms in macroscopic view, Information nodes in mesoscopic view and convergence of language essence in microscopic view.The fifth chapter deals with the communication modes of the official micro-blog of the show. Three modes, one-to-many communication, fission communication, interactive communication among key points, are all covered, and they have a progressive relationship. One-to-many communication means that all fans can see the released micro-blog content, which is a common feature of net communication. Fission communication features the commenting and forwarding of fans and it’s no longer from a point to a surface, but from points to surfaces, which is a big feature of micro-blog communication. Interactive communication among key points mainly refers to the continuous fission communication caused by the interaction among several key information sources. Not every micro-blog communication has this mode, but it plays an important part in the micro-blog of Where Are We Going, Dad?, and this chapter makes a key research on it.Communication effect is important for any communication mode. The sixth chapter analyzes factors affecting communication effect of the show’s micro-blog. Micro-blog release date and specific point in time, communication content, communication mode and information source are all important factors. Communication mode is analyzed from three aspects, namely, content classification, content subject and angles of discourse.Through specific analysis of the official micro-blog of Where Are We Going, Dad?, this paper draws some conclusions about micro-blog communication of variety shows, which provides guidance and reference for the development of variety shows’ micro-blogs in the future.