Research On Interactive Communication Of TV Program’s Micro-blogs

With the rapid development of new social media, sina micro-blog as the representative of the network platform has become the base area of hot events, hot topics and public opinions. More and more traditional media have their own official micro-blogs in this active application platform, in order to obtain a space for their rights of speech. Because of the competition of TV media, they not only have TV channel’s official micro-blogs in sina, but also have TV program’s micro-blogs for its well-known. However, most of current researches on the media micro-blogs are about the traditional media, especially the print media. The research related to television media especially the TV programs is less than others.This paper will take the communication content of TV program’s sina official micro-blogs as the object of the research, using literature research method, case analysis research method and content analysis method to summarize the status of the television media and television program’ micro-blogs. Then the paper makes out the analysis of the official micro-blogs’ interactive communication mode. Based on the analysis above, selecting excellent Hunan TV’s program "Daddy where" as the studying case. The paper analysis the data and content of the sample blogs, and makes in-depth qualitative research, then makes out the conclusion about the advantages and disadvantages of TV programs’ micro-blog, in order to find a reasonable way to obtain good communication effect.