Research On The Development Of Weibo Hashtag Function

At present,the use of hashtag by Weibo users is very common.Traditional media and self-media use hashtag to disseminate information to audiences.Movies and TV shows and variety shows use hashtag for announcements.Merchants use hashtag to expand marketing.Ordinary users use hashtag to obtain information and participate in the discussion...The hashtag represented by the double # has become the most important communication medium of the Weibo platform,and has received the attention of all parties.This article takes the hashtag of Weibo as the research object and uses the methods of literature research,case analysis and comparative research to sort out the development process of the hashtag function,especially the development of the hashtag function on Weibo after the transformation of it.Through combing data and comparative analysis,this article finds that Weibo has made an important transformation on the hashtag function inherited from Twitter,so that the hashtag has new features.This transformation is to increase the hashtag's page link.The modified activity platform for hashtag has obvious hierarchies,specifically as follows: blog posts with topics are the primary event platforms for hashtag,hashtag's pages are the secondary event platforms for hashtag,and topic list is the third level activities for hashtag platform.The primary activity platform and the tertiary activity platform provide the entrance for the secondary activity platform.The subsequent development of the hashtag function also revolves around these three-level platforms.First of all,the hashtag's page as an independent page is gradually laid out,completing the integration of fragmented information and becoming a hub for information dissemination,which greatly improves the efficiency of dissemination;secondly,because the hashtag's page gathers a lot of traffic,it gradually becomes an advertisement And the important position of marketing,the platform further develops the advertising value of the hashtag's page to make the platform profitable;finally,the platform establishes a gatekeeper to manage the hashtag's page,and at the same time limits the power of the gatekeeper,so that the hashtag function can better serve Used by the platform.So far,the operation of the hashtag function has formed a "drainage-monetization-management" closed loop.However,with the excessive development of the commercial value of the hashtag's page,the user experience has been damaged to varying degrees.The subsequent adjustment of the hashtag function will inevitably revolve around the balance between commercial value and user experience.On the other hand,both the hashtag's host and the platform have a part of the power on the hashtag's page,and the game between the two powers also determines the future development direction of the hashtag function.Finally,since the current hashtags have been applied to pictures and short videos,considering the changes in the current media environment and the latest strategic layout of Weibo,the use of pictures and videos will be the future development direction of hashtag functions.