The Demonstration Research For The Micro-blog Social Capital Of Undergraduate

In the context of the current era of new media, the connotation and extension of China’s new media have been greatly expanded. New media products are ubiquitous in our real life. In our daily life, there are many new media applications about our eat, wear, live,and shelter. On a wave of new media and online applications from the open palm changes are profoundly changing our lives and productivity aspects. Micro-blog is one of the representatives of this wave, which can not be ignored a force, and has established a strong influence and ecological adhesion.Social network theory and social network analysis has been a sociology major research orientation, is a famous doctrine, which "social capital" is undoubtedly one of the most influential theoretical concept.Social network analysis highlighted the impact of interpersonal relationships,the relationship between social network structure and connotation of social phenomena. In this regard, the explanatory power of social capital have been favored by more and more researchers and scholars from all disciplines, who are trying to use social capital concept to solve the problem within the discipline.Among these "structural hole" theory is relatively new, more powerful handling of social capital.There are three parts in this paper. The author of Lanzhou University Students micro-blog usage survey and analysis of the use of capital micro-blog influence on the society,understanding the situation of Lanzhou University micro-blog social capital.The analysis of Lanzhou University official micro-blog show how the users to "maintain" and "optimize" their own micro-blog social capital.By analyzing how the studio crazy brush micro-blog marketing profitable, micro-blog show the user how to "use" micro-blog social capital, social capital micro-blog how to bring benefits to the users.In this paper, the analysis of questionnaire and case analysis found that micro-blog’s frequent use of positive effect on interpersonal relationship, social trust, social participation and life satisfaction, which will increase the micro-blog users’ social capital.With the use of structural holes theory, the author analysis Lanzhou University official Micro-blog and found that, with thehelp of micro-blog Lanzhou University contact other universities easier,Lanzhou University Students can improve life satisfaction etc, but there are many problems, such as network construction of Lanzhou University official micro-blog need to be further improved etc.Brush mad studio micro-blog marketing is a relatively successful case, studio through the official micro-blog increased weak links, social trust, and then get more micro-blog social capital, and finally brought profits for the studio.