Research On Micro-blog Under Sight Of Media Ecology

With the rapid development of micro-blog, it has become an indispensable media for people to spread and obtain information as well as improve and maintain relationships. From the perspective of media ecology, this article provides a systematic analysis of the growth environment, growth process and current living situation of micro-blog in dynamic development. And then analyzes strategies for the sustainable development of micro-blog in our country profoundly. Political environment, economical environment, cultural environment and technological environment are the macro environment that micro-blog grows in, these environmental factors always influence micro-blog in some way. Meanwhile, the environment micro-blog relying on keeps an energy-exchange relationship with micro-blog. Micro-blog has its unique time, space, and nutrient ecological niche. While it competes with other media groups for media ecological resources, it gradually forms an internal relations inside micro-blog groups. It also sets up a variety of ecological relations of media, such as the relationship with the population of inside network media and the network media outside etc. The relations between populations of the inside network media are formed in the competition and segmentation, including positive interaction relations and the negative interaction relations which are caused by competitions. And the relationships between population with the media population outside are cooperative relations of mutual benefit and reciprocity formed by almost no intersection of micro-blog and network media outside on the ecological niche. Under the function of internal and external facts, micro-blog needs to adjust strategies constantly to adapt to the changes of ecological environment, the media ecological strategy of micro-blog includes the self-improvement and the change of niche. The former adapts to the change of ecological environment actively by improving the idea of development, the function and regulatory mechanism. The latter adapts to the change passively by improving niche, breaking through niche and developing niche. The media ecological optimization of micro-blog is directly related to its sustainable development. From the aspects of improving the ecological environment and the relationship, this article discusses the strategies to realize the media ecological optimization.