| Recent years, new media has rapidly risen in just a few years, and increasingly permeates into people’s daily life deeply. As a new media, microblog form a dramatic impact on newspapers and other traditional media, with new communication method and strong information communication power. Since 2009, many traditional media have paid attention to microblog, try to operate media microblog, striving to explore a integration development way of depending on the advantages of integration of microblog. On this way, Inner Mongolia media microblog is later. Even after years of development, it has accumulated some experiences and show some advantages in news Communication, however, it is still an issue which needs to be discussed for Inner Mongolia traditional media to use the microblog to realize the integration development.This paper firstly sets out from the concept and propagation characteristics of microblog, introduces the development situation of media microblog at home and abroad, and studies the communication advantages of media microblog. On this basis, research the development and practices of media microblog in Inner Mongolia, point outs the main cases and characteristica of media microblog in Inner Mongolia based on Statistical data and concrete cases, and points the existing problem. Through the deep expoundation of the problems, investigate the facing opportunities and challenges of the media microblog in Inner Mongolia, such as the mobility transformation of media is inevitable trend; the pace the media convergence is accelerate; the news property of microblog is increasing. In this trend, Inner Mongolia microblog should do some works to the further development, which includes:makes clear location; puts the news as the main content; promotes the comprehensive interaction between the microblog and the other media; plays a role in guiding public opinion; provides personalized information services, innovats microblog marketing; creates a professional work team. |
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