The Development Course Of Sina Weibo From "Micro" To "Not Micro"

The development of media technology brings about the change of media form and media environment.The change of media environment also affects the development of media form.Sina Weibo has been developing for more than ten years.In the continuous change of new and old media environment,Sina Weibo has experienced the development from "micro" to "not micro ".This paper holds that the transformation and development of "micro" characteristic of Sina Weibo is the key to maintain its media vitality.In the early stage of Sina Weibo," micro " was shaped by the limitations of the early mobile Internet,but it was shown as an advantage and pushed Sina Weibo to realize the early growth.Sina Weibo realizes the layout of multi-terminal with "micro ",reduces the threshold of user expression,improves the efficiency of obtaining information,and forms a platform gathering hot spots.But with the maturity of mobile Internet technology and the upgrading of user needs,"micro " has gradually become a hindrance to the development of Sina Weibo.From the internal point of view,the unbalanced development of double ends,the low quality content ecology and the transformation of commercial value have become the obstacles to the development of Sina Weibo;from the external point of view,the rise of new media such as long picture and text selfmedia platform,short video platform,micro-blog and so on has further highlighted the limitations of "micro ".In order to adapt to the development of the new media environment,Sina Weibo integrates a variety of content products,such as long text,video,live broadcast and so on,and becomes a multi-media integrated content platform,which promotes its own media competitiveness as a whole.Sina Weibo's "secondary rise" can also be regarded as the adaptation and evolution of the old medium,Weibo,to the new media environment.From the development course of Sina weibo from "micro" to "not micro",it can be found that Sina weibo goes through the process of constantly adapting to the development from the PC terminal environment to the mobile terminal environment.Sina weibo was able to move from "micro" to "not micro" by building a basic content format within the platform.The process of realizing the rejuvenation of Sina Weibo reveals that other media should change their media form with the change of media environment,so as to realize the evolution of their own media.From the perspective of content,the competition between different media platforms finally returns to the competition in the field of content.Only by having high-quality content sources,doing a good job in content operation and developing high-quality content ecology can achieve long-term and sustainable development.