The Studies On The Communication Bias Of Microblog From The Perspective Of Media Ecology

From Innis' s "time/space" bias theory to McLuhan's "sensory bias theory" to Nistelrom's "extensive bias theory",it shows that with the continuous renewal,enrichment and development of media forms,the influence of media's own bias can not be ignored.Microblog is a platform for information dissemination and acquisition based on user relationship built by Web2.0 and WAP and API technology.The integration of various technologies has given microblog complex transmission bias attributes: information can not only achieve far-reaching spatial dissemination,but also obtain lasting vitality in time.In addition,the interaction of microblog communication characteristics,strong user production capacity and the integration of diverse means of communication,make it also have relationship bias,content bias and sensory bias characteristics.In order to further explore the impact of the above communication bias on users' attitudes and willingness to use the media,based on the "use and satisfaction" theory,a model framework of the impact of communication bias on users' satisfaction of micro-blog is constructed.It is found that temporal and spatial bias,content bias,relationship bias and perception bias have significant positive effects on user satisfaction.Among them,relationship bias has the greatest impact on user satisfaction,followed by content bias,temporal and spatial bias and sensory bias.The deep reason is that in the era of web2.0,the characteristics of "weak links" and "micro-content" of micro-blog make messages spread in relationships,and the form of information is given more important significance.The powerful information dissemination advantage of microblog meets the needs of users to produce content and express themselves.The popularity of Internet technology and multimedia technology has to some extent eliminated the users' needs for the temporal and spatial bias and sensory bias of micro-blog.From the perspective of media environment,a set of physical and symbolic characteristics of the media itself brings about a set of communication bias,which determines various social events and cultural phenomena derived from the media.In view of the problems caused by different communication bias of microblog,the following suggestions are put forward for the healthy and sound development of new media.Operators should improve user feedback,enrich social forms,optimize the use of micro-blog experience,so as to guide the healthy development of micro-blog platform.The government should give full play to its guiding role,integrate its supervisory power,strengthen the construction of network legal system,develop network information technology,and improve information filtering mechanism and public opinion monitoring system.In addition,improving the self-discipline of the network industry and strengthening the media literacy education of the audience are the long-term strategies to help them get rid of the dependence on media tools and make rational use of the media.