A Content Analysis On Shanghai Journalists’ Microblogs On Sina

The rise of new media is changing traditional media and media environment. The booming of microblog has deeply affected media staff especially journalists. And journalist microblogs have become one of the frontiers of contemporary research in the area of journalism and communication study. However, empirical research on journalist group and their microblogs are very scarce. In this situation, this report analyzes Shanghai journalist group and microblogs on Sina with the method of randomly sampling and content analysis.This report presents the full view of Shanghai journalist group. With the data, journalist microblogs are being analyzed on their basic features, forms and content.The study shows:male and female journalists in Shanghai are of the same number; journalists from newspaper count the highest number on Sina microblog; and the largest number of verified journalists are from Oriental Morning PostJournalists differ from each other on the number of following, followers and microblogs. And journalists are apt to post more on Tuesdays. In the meantime, journalists in Shanghai repost more than create.When individual journalists are using microblogs, they reflect both social identity and professional identity. On one hand, more that 60% journalist microblogs are about their daily lives. On the other hand,32.7% journalist microblogs are about average news while 21.2% of them are on hot issues. 36.8% journalist microblogs are related to media job, among which the main part is to repost news official released.