The Research On Micro-blog Interaction And Its Influence Towards Hostile Media Effect

Micro-blog is the product of the Internet technology development,interaction isits main property.This paper defined microblogging interaction as “user exchangeinformation on the technology platform of internet or telephone with the language ofsignal、text、image and so on to realize the interpersonal communication in thevirtual world”.The key point of this study is Weibo interaction research, and theimpaction the hostile media effect.Microblogging interaction research, mainly including the content of Weibomicroblogging interaction of user interactive features as well as interactivemicroblogging network structure. There are two additional important functions ofweibo interactions namely,clearing rumor and the searching functions in spite of thefunction of communication and information exchange. Two kinds of users exist inweibo,that are authenticated user and unauthorized users, using SPSS17.0statisticalanalysis software, users’ character analysis focus on these two types users’ number ofattention、fans and weibo number, correlation analysis are then conducted and theresults shows the two classes of users are different,there’s no correlation betweenattention,fans,and weibo number in certification type,While to the ordinarypeople,there exits a moderate correlation between number of weibo and fans and alow correlation between attention and fans;When referring to weibo interactivenetwork structure, this paper takes "the12th Grade1Class2of High school of Mei"as sample, using Ucinet software, the density of the small collective, centricity,condensing subgroup analysis is measured.In the forth Part of this paper,we occupied three indicators as value-releventinvolvement, impression-relevent involment and fanship in measuring the weibointeraction, using the personal stance and a perceived media position difference tomeasure the hostile media effects.In choosing the topic, this article takes the star’sposition for personal stance, with weibo user perceptions of “Haitao Du kneelQuanZhiLong events” as the sample.By distributing the questionnaire in sina weibo insnowball sampling way,this study recycles266effective copies.According to the star’sposition,we classify the user into3groups:supporters, neutral, opponents, then cometo the analysis of correlation and regression analysis between the microblogginginteraction index and hostile media effect and as the results shows:1. hostile mediaeffect exists in China;2.the value involvement and fanship have nothing to do withhostile media effect effect;3.impression-relevant involvement links to hostile mediaeffect, the greater the impression-relevant involvement, the greater the hostileeffect.According to the "Human Relation theory" which was raised by HuangGuoguang,people will engage in instrumental contacts to gain fame, status and so on,thus the impression of others will affect the thinking and behavior of the individual,the higher degree of involvement,the more the people process detailed information,which leading to a more narrow range of information acception andresults in more hostile.Innovation of this paper lies in:Firstly,enrich hostile media effect in domestic research.Secondly,through the study of interaction between weibo’s influence on hostilemedia effect, we hope to expand the research content of the micro-blog interactiveapplications.Thirdly,abroad study of hostile media effect is mostly interpreted by thecommunication theory, this paper illustrates the mechanism of influence of microbloginteraction towards hostile media effect in the perspective of social network theory.