The Research Of The Development Strategy Of China’s Micro-blogging In The Media Ecological Niche Perspective

It has been about5years since the first micro-blogging site appeared in China in May of2007. In2011, after a rapid growth, China has truly entered the era of micro-blogging.Micro-blogging became the hottest media topic in2011and it attracted much interest for bothpractical applications and fundamental research. Academic discussions of the micro-bloggingcontinues to heat up. The scholars has studied micro-blogging in many different aspects.Although the present discussion about micro-blogging has been very intense, theresearch papers using the ecological method are still rare. Accoding to this, in this article weshall study micro-blogging from the perspective of the media niche theory. We shall examinethe present living conditions and the problems of the micro-blogging. We shall also explorethe social and cultural environment where the micro-bogging lives. Based on ecological nichetheory, we attempt to find the future development strategy of micro-blogging in our country.This article is including a total of five parts:Chapter1introduces the account of the significance of the topics and some of the statusquo of such subjects in our study. Illustrates this study’s research methods.Chapter2Illustrates the media niche theory and analysis of the overview ofmicroblogging and its problems. In this article we shall study micro-blogging from theperspective of the media niche theory.Chapter3and chapter4we attempt to find the future development strategy ofmicro-blogging in our country, especially the stategy of stagger competition and ecologicaldisplacement in order to seek the micro-blogging sustainable development strategy.Finally summarizes the characteristics of micro-blogging on the macro. Micro-bloggingshould find their own niche and follow the principle of the development of media ecology inorder to insure the sustainable development of micro-blogging.