The Path Of Moral Communication Under The Micro-media Perspective

Micro media, a new type of information sharing of the media platform, is called by a joint name of micro-blog, We Chat, face book and other social media. Micro media is famous of its highly convenient, user-friendly, its faster propagation speed and the wider range further break the limitation of time and space for the traditional media, and also improve the efficiency of the user's life, rebuild the social relations between users of Micro media. Micro media extended the scope of moral communication, accelerate the knowledge renewal speed, enhance the moral infection and able to steer public opinion to a certain degree with its special character, there is no doubt that micro media will become the major media of communication ethics in the new century. How the micro media effect the moral propagation, this paper will from three aspects to analyzed, one is "the medium is the message", the potential impact on moral communication from micro media. Canadian scholar Mc Luhan Marshall believes that the most important role the media played is to impact our understanding and thinking habits. The second is the direct transmission of moral information in the perspective of micro media. There are different types of ethic information circulate in micro media. This requires the user to waste time to choose from different types of information. The third is the indirect spread of ethic information, this mode of transmission is a special function of micro media, involve "praise", "comment", "forward" and other functions. Different opinions gather into a strong consensus to express their moral principles and values through such mode. This paper will answer the question that how a consensus formed and how a consensus work on people's moral by interpreting the communication theory of "agenda setting" and " silent spiral" in a new way.InordertomakeahigherefficientuseofMicromediatoguidethepublicopinionandcommunicatemoralinformation,weshouldoptimizethepropagationpathinMicromedia. This paper proposes the necessary moral essential of micro media building that is freedom, equality, autonomy, true. Freedom involve propagating freedom, receiving freedom, choosing freedom and thought freedom; equality is based on the equality of the allocation of media resources, the equality of capabilities of user to obtain information, the equality of information channels; truth is the foundation of the micro media construction; the user's self-discipline can be a necessary condition for the healthy development of the micro media. Freedom, equality is the overall environment of the micro media, the reality is for the spread of information in the micro media, self discipline is for all the participants in the micro media. And this article thinks that freedom is the ultimate value of micro media and equality is means. And the realization of the principle of equality must rely on the self discipline of users to dissemination and transmit the true information.But micro media has a double nature. The character of micro media brought about convenient to people's daily life, but also brought various problems, such as false information inburst; ugly information; user thinking ability decreased and negative values of the intrusion. This is because that the micro media's own existence itself contains conflicts and contradiction: conflict between free unlimited extension and the shortage of sense of responsibility, and conflict between micro media construction equal demanding and inequality of right of speech and information resource. The author thinks that the construction of micro media must rely on freedom, equality, autonomy, true. Secondly, in order to toward on the ideal micro media society, to construct of a efficient communicate path in micro media, there are several specific suggestions for the implementation: First, strengthen the micro media social and moral responsibility of spreading; Second, to create an open, fairness, public confidence in the interactive platform; Third, promote the construction of net moral from the perspective of Micro media; Forth, improve the social environment of moral communication from the perspective of Micro media; Five, Improve the social supervision mechanism from the perspective of Micro media. Obviously, Micro media will become a important part of our daily life and social practice. Also promoting the development of micro media can realize its own value, that is a very important part of our daily work.