Research On The Publicity Of Micro-blog:Viewed From The Perspective Of Empowerment Theory

The carnival of Micro-blog has changed, from the year of 2013. Micro-blog had experienced a process from rise to the center of opinion, in the past 3 years. Now, it has begun to chill-down. The power of Micro-blog not only changes the manner of getting information and the media use habits for people, but also alters the traditional power structure. Draw support of Micro-blog, the general publics has begun to participate in the public discussion and take the social actions. As a result, authoritative discourse has been gradually digested. In this process, the user of Micro-blog becomes to be an independent and free individual, who is able to take the public discussion. At the same time, public benefit is increasingly being taken seriously. The Micro-blog has been demonstrated the publicity by all above the changes.The essay is divided into following parts. Firstly, the review of international and domestic literatures on publicity vs. Micro-blog and empowerment vs. communication are conducted, as well as core concepts are defined. Secondly, the author analyzes how the personal rights transform into the public discourse power, and the people who increase the power. Thirdly, the essay indicates the features of public discourse in the Micro-blog area, and describes the relationship of public discourse and official discourse. Indicated through the research, both the vulnerable groups or general publics, and the elite group in which, members can switch the identity, are the main subject of empower of Micro-blog. The essay indicates that Micro-blog propagation empowerment has three modes and levels. As a result of the difference between the different groups, the public discourse in Micro-blog area has two parts. Through the studies, the types of interaction between public discourse and official discourse can be described as two modes.In the end, the author put forward three questions, from the perspective of re-centering, to investigate how the publicity is shaped by pros and cons. The essay attempts to explain the publicity of Micro-blog from the perspective of empowerment.