The Research From The Perspective Of Media Ecology On Users’ Ecological Niche Of Microblog

Microblog has developed into one of the major online media since it first emerged in China within just a few years. After outbreaking, microblog has entered a period of stable development in recent years. However,a slowdown in daily active user is increasingly apparent during the past years.Drawing on the perspectives of Media Ecological Niche and ecology theory, this thesis aims to explore the current situation and characteristics of microblog. In research content, it selects one of the important ecological factors-microblog users, as a research dimension. From psychological and physiological aspects, it conducts empirical measurement of niche measurement dimensions.The theory of Media Ecology Niche studies the media use of environment resources and the interaction with other media. In accordance with the evolutionary process of Internet media, it selects network media portals, forums, communities, social networks and micro-contrast in mobile Internet as references. The research objective is the coexistence and competition in network media. Through the advantages and disadvantages in competition of media microblog in above four media, it also combined with the current status for the development of Twitter, trying to figure out competitive advantages for each media on user dimension and planning of future development for microblog on ecological niche dislocation.This thesis is divided into four chapters:chapter one for introduction, which introduces the current research status of domestic microblog media and the literature review on ecological media theories; chapter two studied two important ecological factors:user and advertisement, in ecological microblog; chapter three analyzed competitive advantages and disadvantages of microblog from physiological features and psychological needs by empirical measurement on microblog and another four media; chapter four proposes corresponding suggestions to the future development of microblog on the basis of previous research results from ecological planning.