A Situation Analysis Of The Usage Of Sina Micro Blog In Presses From The Perspective Of Communication

In recent years, the proportion of micro blog users in Internet users has been increasing. Social organizations and enterprises also use micro blog to shape their brands and promote their products. Compared with new media like official websites and electronic business platforms, Chinese publishing industry reacts more rapidly in order to realize sustainable development with the help of micro blog.During the survey, I found that micro blog had already become an important platform for communicating information among a majority of presses. Consequently, analyzing the usage of micro blog in presses is helpful in showing the usage of micro blog on the whole. More importantly, the media property of micro blog determines that the using of micro blog in publishing is actually using new media to communicate information. Therefore, analyzing the usage of micro blog from the perspective of Communication can help us understand how presses use micro blog, find out the problems and provide rational coping strategies.This thesis is divided into five chapters. Chapter One is general introduction. Chapter Two introduces the usage of Sina micro blog in presses. Chapter Three analyzes the usage of micro blog in presses from the prospective of Communication. Chapter Four is about the problems and coping strategies of using micro blog. Chapter Five is the conclusion. Specifically, I conducted a survey about the usage of Sina micro blog in China’s major presses and analyzed the results. After introducing some background knowledge and the advantages of micro blog in terms of the development of presses, I concluded the possibilities and necessities of micro blog in communicating information. Furthermore, I analyzed some representative official micro blogs from the perspectives of subjects, audiences, contents, paths and results by using Lasswell’s "5W" Theory. On the basis of analyzing the above components of communication, I found some problems of using micro blog in publishing, including obscure subjects, incomplete transformation of identity and lack of interaction. Finally, I provided rational coping strategies in order to regularize the use of micro blog in communicating information and realize ideal results with the help of some classic theories like "Gatekeeper" and "Opinion Leader".Overall, traditional presses are positive and active in reacting to the widespread usage of micro blog, but there are still many shortcomings. Laying emphasis on the communicating effects of micro blog and grasping the communication patterns of micro blog will not only shape the brands of presses but also promote the sales of their products.