微博首发的传播效应和媒体效应

微博,即微博客(MicroBlog)的简称。微博不只是普通的社交网络,也对舆论热点事件的传播产生了巨大影响。微博首发是对微博首发的主体进行探讨,对微博首发和网络公民的关系进行挖掘。微博首发改变着大众传播的特性。本文提出了微传播的概念,同时详细解读了微博的传播特性对传统的大众传播中所提出的相关理论的改变和突破,微博首发影响传统媒体的生存现状;对微博首发与传统媒体的关系进行分析,探讨微博首发带来的媒体效应,以及传统媒体因此而受到的影响。

The Communication and Media Effects of Micro- blog Starting

Micro blog, the abbreviation of Micro Blog, is not just an ordinary social network, it has great influence on the spread of public opinion on hot issues. Study of micro blog starting is to explore its subject and the relationship between micro blog starting and network citizens. Micro blog starting is changing the characteristics of mass communication. This paper puts forward the concept of micro propagation and makes a detailed interpretation of how propagation characteristics of micro blog change and breakthrough the relevant theory of traditional mass media, and how micro blog starting impacts on its survival status. Then, it analyzes the relationship between micro blog starting and traditional media, and discusses the media effect and threats to traditional media from micro blog starting.