An Analysis Of Current Situation And Countermeasures On Weibo Of University Radio Station

After years of rapid development, Weibo has become one of the most commonly used media by university students, which changes their media exposure behaviors and influences the development of university radio stations. Since 2009, many university radio stations have opened their own Weibo accounts in order to expand their influence by merging with Weibo. In this process, most university radio stations carried on disseminating information through Weibo but achieved little results. However, some of them have still explored some new ways of using Weibo with their own characteristics. Generally speaking, university radio stations’ Weibos are under a poor condition that they have no characteristics of their own and a very limited influence. This thesis sets the Weibos of university radio stations as the study subject, discusses their current situations, conducts a comparative analysis between successful cases and the ordinary ones through samples, statistics, questionnaires, case study and observations, summarizes problems that university radio station Weibos are confronted with, and come up with solutions to improve the status quo.The first part of this thesis introduces the background, meaning, relevant studies, purposes, research methods and some other notice of this study. The second part describes the status quo of university radio station Weibos by reviewing relevant literature and analyzing questionnaires, in order to show the necessity of university radio station’s merging with Weibo. The third part makes a general introduction of university radio station Weibos from three aspects: numbers of universities and colleges with radio station Weibos, their locations and current situations. The introduction includes the growth of general number, the types of the universities, the locations, the number of followers and the amount of the posts. The fourth section of this part conducts a comparative study between two Weibo accounts named “@Huxi Radio” and “@Radio of Nanyuan”, discovers that the contents, the forms and the time of post are the factors that influence the interaction rate. The fourth part summarizes the problems in the development of university radio station Weibos, i.e., most of the posts are not original and is with no unique characteristics; the Weibo accounts fail in building a strong connection with radio itself thus fail to a combined strengths; the Weibo managers do not pay enough attention to interactions and feedbacks due to a lack of media awareness. In order to solve these problems, this thesis gives several suggestions, including taking advantage of the platform nature of Weibo to turn “narrow dissemination” to “wide broadcast”, utilizing Weibo to improve the effective reach of radio, making Weibo another communication channel of radio.