Research On The Interactive Behavior Of Media Micro-blog From The Perspective Of Social Capital

Social capital emphasizes the social network formed by social actors and the social resources that exist in these networks.These forms of social capital play a non-negligible role in the development of individuals,organizations,and even the country.Therefore,this paper proposes the following problem orientation: in the process of transformation and development of traditional media,how to avoid the lack of interaction under the centralized production and supply model,and obtain and use the social resources of the Internet era effectively and rationally.From the perspective of social capital theory,this study takes the micro-blog,which is the most representative media product in mass media transformation,as the specific target.Through the establishment of the relationship between the “social capital-social relationship network-media microblog interaction” and the empirical analysis of the interaction and effect of the media micro-blog in Hubei Province,ultimately generating a complete chain of traditional media social capital accumulation from the "actual" picture to the "ought" proposal.The study follows the following logic.Firstly,this paper conducts a detailed analysis of the interaction behavior of media microblogs from the interaction objects,interaction behaviors,interaction results and the significance of interaction,and draws conclusions:First,effective interaction is an important way for media microblogs to build social networks and accumulate social capital.Second,there are differences in the networks and social capital embedded in the network,which are constructed by different interactions.Then,taking media microblogs in Hubei Province as the typical example,selecting 46 media microblogs,with the leading influence in the province,as research samples,and collect mutual attention and mutual exchanges between media microblogs.Using social network analysis to analyze the structural characteristics of the network of media microblogs in Hubei Province: the relationship network is clearly stratified,the network ismainly based on weak links,the strong connections of regional subgroups have not established yet,and there are differences between the concern network and the communicate network.Next,based on the characteristics of the relationship network and the interactive reality of the media microblog,we explore the factors that influence the formation and development of the social capital of microblog media,and the performance of interactive behavior that is not conducive to the accumulation of social capital.Finally,we analyze the problems existing in interaction from the perspectives of concepts,mechanisms,and talents,and put forward suggestions from two perspectives,macro and micro: Firstly,propose macro strategies based on the attribution of issues,changing concepts,changing management models,and breaking talent barriers.Secondly,put forward operational proposals from the two interaction levels of concern and dialogue:“focusing on the target and the audience,expanding the network of relationships”,“Improve activity,and occupy an advantageous position in the network”,“get through online and offline,develop the real social capital of the media."...