Research On Communication Empowerment And Influence Of Micro Blog

With the rapid development of economic society, People’s daily habits andcustoms are constantly changing due to the progress of technology and civilization.People’s spiritual needs have a qualitative change and people pay more attention tosocial fairness and justice, as well as political civilization and ecological civilization.Micro blog, as a typical representative of new media, has broken the authority patternestablished by traditional media, implements the equal relationship of the transmissionand reception of information, changes the way of passive reception of social public,especially for the disability or disadvantaged group and it provides a new way out tochange the states and empowerment practices. Take Sina Weibo as an example, inrecent years, micro blog empowerment practice cases of disability or vulnerableindividuals and groups emerge in endlessly. From the earliest self-help of WenzhouHigh-Speed Train Crashes on July23in micro blog to the rise of public welfarerepresented by Crackdown the Abduction in micro blog, all these have put forwardnew problems and research direction for the traditional empowerment theory, alsocreated the conditions for the deep research in the localization of empowerment theoryin China, in order to better guide and direct people to reasonably use micro blog torealize power increase. This paper, on the basis of the study of traditionalempowerment theory, combines the theory of communication relationship betweendisseminator and audience, use and satisfaction theory, agenda setting theory, the socialfunctions of information communication and other related knowledge, and studies anddiscusses communication empowerment and influence of micro blog under micro blogmedia ecological environment. Through the research and case analysis ofempowerment theory and practice of micro blog, it is concluded that the ecologicalenvironment of micro blog is equal, open, inclusive, and of higher self-purification ability., which not only can make the disability or disadvantaged individuals obtainpower increase in self-awareness, personal value assurance, interpersonalcommunication and social participation and other aspects, abut also can set the agendaof the vulnerable groups, the reasonable development of citizen journalism andextensive social mutual activities. Compared with traditional media, it hasepoch-making progress. However, at the same time, we must pay more attention to thenegative impact of micro blog empowerment process, such as the rumors and slander,distortion of the mass aesthetic taste. Unless the micro blog is derived into the orbit ofrule of law management, the sustainable and healthy development can be promoted.Firstly, this paper introduces the definition of empowerment, and identifies theresearch ranges of micro blog empowerment through the interpretation of itsconnotation. And it further identifies the subject and object of communicationempowerment of micro blog, among which the subject of empowerment refers thedisability or vulnerable individuals and groups and elite groups. Comparative analysison the differences of ranges are made from the aspects of respectively for both losepower, approval and empowerment mode; The object of empowerment,empowerment content, includes right of speech, political right, economic right andcultural right, among which the improvement of right of speech is the premise of otherpower increase. The author analyzes the characteristics of the micro bloggingempowerment using the theory of empowerment, and concludes that there is a lowbarrier for participating in the communication of micro blog information; transmissionenvironment is of anonymity and three main characteristics of micro blog informationflow, namely real-time transmission and inter-activeness and micro blog empowerment.Compared with the traditional media empowerment, it has obvious advantages.Secondly, this paper makes analysis on is the motivation and path ofcommunication empowerment of micro blog. Upgrading of new media is thetechnological driving force of communication empowerment of micro blog; thecommunication separation in network age is the resource driving force ofcommunication empowerment of micro blog; and citizen’s self empowerment is theconsciousness and action driving force of communication empowerment of micro blog.After the study of path of communication empowerment of micro blog by summarizingand analyzing the micro blogging empowerment practice cases, it is concluded that themain paths are assigning a personal power, rapid amplification communication rangesof public expression, interaction to promote widespread mutual aid and formation ofthe relevant interest groups. Thirdly, the author illustrates the possibility and superiority of micro blogempowerment using many cases and data, combines with some cases in Sina Weibosuch as Crackdown the Abduction in micro blog,"Sinopec Extremely ExpensiveWine Event", Poor Market of Bananas in Hainan, and discusses the empowermentform the aspects of individual demands, interpersonal relationship social participation.Besides, active empowerment and passive empowerment model are introduced toanalyze the communication empowerment of micro blog. The author thinks thatcurrently the primary mode of micro blog empowerment is passive empowerment, thatis, utilization rate of increasing self power in micro blog is not high for disability orvulnerable individuals and groups, and they have some disadvantages in the grip ofmicro blog technology and the creation of micro blog content, and the skills ofinformation communication.Fourthly, based on the previous research, the author dialectically analyzes themicro blog empowerment from two positive and negative aspects. The positiveinfluence is strengthening the sense of empowerment and broadening the channels ofempowerment, assuring personal value and weakening citizens’ feeling without right;the negative influence is breeding of rumors and slander, distorting public’s aesthetictaste and leading to powerlessness to government and traditional media. Finally, as forthe negative impact of micro blog empowerment, the paper studies the futureoptimization and development suggestions of micro blog transmission empowering,tries to promote the communication empowerment of micro blog within the frameworkof legitimacy and rationality, and thus contributes to the harmonious development ofsociety.