The Study Of Construction Towards Influencing Power Of The Traditional Media’s Official Micro-blogs

With the development of Internet revolution, the traditional media are faced with hugeimpact, and at the same time they are also trying to adjust themselves to the new mediaenvironment and make preparations for the future. From the integration of newspaper andInternet to the fusion between radio media and Internet, from mobile phones to electric paperbooks and then Tablet PC, the traditional media continuously catch up with the changes ofdigital media. Different receiving terminals are connected with each other freely, and thedigital process of traditional media keeps going on. As sina micro-blog appears, grows andbecomes stronger day after day, more and more traditional media begin to pay close attentionto micro-blog which is spring up quickly. As a result, the official micro-blogs of traditionalmedia emerge as the times require.Indeed, as a new method of communicating information, micro-blog makes up thedeficiency of traditional media in communicating with the audience and brings fresh air andvigor to the old media. However, as far as the present situation, the development of traditionalmedia’s official micro-blogs is not very good. It’s time for improving the management andinfluencing power of traditional media’s official micro-blogs.Focused on the traditional media’s official micro-blogs, led by the entry point‘influencing power research’, the article begins with the analysis towards the intension,manifestation, composition, significance of the influencing power of traditional media’sofficial micro-blogs. After referring to the achievements from Carl· Hovland’s research onpersuading and the theories, experiences related to the influencing power of the academiccircle and the industry, the article generalizes a series of factors which impacts the influencingpower construction of traditional media’s official micro-blogs. And then this study has ananalysis and discussion on the obstacles that the traditional media’s official micro-blogs arefaced with in the process of influencing power construction and try to find solutions for theproblems in order to make the traditional media’s official micro-blogs better.