Analysis Of The Micro-blog Culture Phenomenon

Now, weibo in China has entered a stage of steady development, the accumulation of more thanseven years and popular microblogging constantly changing in the realistic society the public way of lifeand values, pregnant with a new, complex, weibo culture was born.From the perspective of communicationtransmission characteristics of inductive weibo, can be found that: first, weibo on the mode of transmissionshow a feature of fragmentation, main performance for users to use audio, participate in the fragmentationof time, and deliver content from three aspects of miniaturization; Second, communication channels, theuser can use computers, cell phones, etc. The spread of diversification and mobility medium use weibo, atthe same time through weibo and cross exist in real life interpersonal communication and masscommunication mode to send and receive information; Third, on the velocity of propagation, weibo givesmass real-time interactive opportunity making the spread of information on weibo as the spread of thevirus.Weibo the main social function is embodied in three aspects: first, weibo can be regarded as a kind ofthe media, to the public the opportunity to release information and access to all kinds of information, this isthe most core weibo function; Secondly, on the microblogging platform, the public can be based on thereality of interpersonal relationships, or network on the formation of the virtual network to carry out theinteraction and communication, this is the basic function of the weibo; Finally, weibo for enterprisemicroblogging, government affairs weibo users to expand marketing, officials and interactive space, this isweibo whistles.The spread of microblog features and social functions constituted a unique cultural landscape, weneed to use the dialectical view. On the one hand, weibo culture reflects the active effect of four aspects:weibo culture presents an individual self-worth reveal and public discourse carnival scene; From theperspective of social psychology, weibo culture can reduce the distance of human psychological level, forthe individual in the complex social reality life finds a trusted group sense of belonging; Mainstreamculture and elite culture and popular culture and so on the many kinds of culture and the different values inthe weibo content production levels compatible with each other, permeate each other, embodies the weiboculture full of inclusive positive significance; Information in the process of the spread of the microblogging platform, can pass "sweep" type filter, makes more essence, picked out valuable information. Weibo, on theother hand, culture is also four sorts of negative effects: in the discourse practice of weibo culture level,public figures has absolute superiority, grassroots users is located on the edge, there is obvious in the voiceof tilt; Weibo culture is easy to form public opinion one-sided phenomenon, lead to mass opinion presentthe tendency of extreme, a "group polarization" effect; Weibo content published on the use of convenienceand space limitations, it is easy to lead to the degeneration of popular thinking logic level and spiritualdepth resolution; Weibo culture, long-distance communication and interactive virtual, actually is the realpersonality of the fuzzy and apathy of the real social relations.Weibo culture as a kind of network subculture, its multiple meaning not only embodies in the field ofcommunication studies, also in sociology, psychology, philosophy, etc, so we need to use the macro viewand dialectical thinking to understand it, and at the same time can do can only be found in the realisticsociety attention weibo culture benign development bottlenecks, and actively explore the solution. Weibolow barriers to entry in the audit and supervision mechanism is not sound for the development of weiboculture bring a lot of criticism; At the same time, the diversity of sources of information on weibo,uncertainty and fragmentation, and makes the microblog information reliability, false information withthem, being fooled. In addition, the weibo space carrying large amount of information, to produce a largeamount of audio-visual garbage. To maintain pure and weibo microblogging space the benign developmentof culture, need microblogging site, weibo users, government work together to realize three aspects: first,the microblogging site should enhance responsibility consciousness, through the management, technologydevelopment and human organization autonomous measures to improve the platform, improve autonomousability; Second, you can focus on cultivating "opinion leaders" media literacy to guide ordinary weibo usersrational selection, evaluation and dissemination of microblog information, improve the overall publicweibo media literacy; Finally, you also need to relevant government departments to perfect the laws andregulations, establishing and perfecting the supervision and punishment mechanism, affecting the benigndevelopment of weibo culture phenomenon to give supervision and punishment.