Research On Newspaper Microblogging In Digital Background

In the 21st century, along with the development of China, digital technology as the representative of the third technological revolution is throwing a storm into people’s daily life. But the other side of the new media’s boom is the "Lost" of traditional media, undoubtedly the one who faced the most obvious impact was "The press".Since the arrival of web2.0, information dissemination is increasingly showing the situation that "everyone has a microphone", also challenge the traditional mode of newspapers’ transmission. In particular, the most influence one is the micro-blog, which leads the newspaper experiencing the new media’s power.Media convergence is the inevitable choice, but how to integrating is a problem which must be necessary to think about. Facing with the new environment, the newspaper has been struggling to catch up. But after a large influx in the new media market, these also face a scrambling piece, more questions must be solved, after the early enthusiasm, now almost all of them are in an embarrassing situation.This paper is focused and based on this background, using the newspaper micro-blog as the main object, searching its development context, and exploring how could the press spread more effectively and truly adapt into the media convergence. Also find the further reconstruction and future development of the press in the area of micro-blog, hope to make recommendations and guidelines about the digital press. Fact-based and data-driven, the article attempts to discuss the trend of the media convergence, given the future of newspaper convergence.