Microblog communication characteristics and trends

Communication Characteristics and Trends of Microblog

Microblog is both an intermediary for information dissemination and a network for social mobilization, and the release of information with the help of the public **** platform makes it ? Self-media? become possible. At the same time, microblogging's net-like structure and viral diffusion mode are the incomparable communication advantages of traditional media.

Microblogging is gradually changing the traditional media's news production, reporting process and marketing methods. Some noteworthy phenomena and trends include:

1. Traditional media's professional gate-keeping ability is still a core competency

First of all, as opposed to being fast, the accuracy of the information on microblogs is questionable. The people who publish the news may have a specific purpose in mind: whether it's to beat up on their competitors or to get more attention from their fans. Even if these factors are excluded, people who do not have the energy and ability to analyze and identify the authenticity of information are prone to posting or helping to spread some false information. For the microblogging . Information, most people have a half-hearted attitude. Therefore, the news media, which specializes in handling information, still assumes the gatekeeper function of verifying the authenticity of information. The authenticity of information requires that it not be quickly drowned out, and these two requirements go hand in hand. When big events happen, people still look to the traditional media for an authoritative voice, and this kind of scrutinized and verified news is the kind of news that people can dispel uncertainty about. Society's demand lies in the expectation of truthfulness in news. Information has the property of being difficult to retrieve, and once it has been transmitted, it is difficult to correct it. Fake news on microblogging is powerful and damaging, and we have seen that there are often specialists to correct the claims, but not everyone who has been previously exposed to misinformation has been able to get it corrected.

2. Trust is the key word in media, and credibility is the cornerstone of success

Microblogging is an instant publishing platform, and the page of the media or media people is a ? resume? Through these? resumes? , audiences choose their gatekeepers. The audience's choice of media, and even the choice of media journalists, is based on the belief that the media can provide a true picture of the world. Regardless of the technological conditions, credibility remains the main premise of news dissemination. In the world of microblogging, the chain of trust is clearer, reflected in the number of retweets and followers. Establishing its own credible image and maintaining credibility is the cornerstone of development for both traditional and new media.

3. Microblogging has its limitations and is constrained by the external environment

Any media is effective in a certain social environment, and microblogging's mobilization function requires the traditional media to take over and the intervention of the relevant departments in order to continue. Social, political and economic requirements for news reporting: economic aspects, although the person who sends out the information does not need economic feedback, there is no secondary sales and economic power control situation, but the microblogging operators as the main operating body, we must consider the economic security; and correspondingly, is politically correct and prudent, because this is in China and even in any country to carry out commercial activities This is a fundamental requirement for doing business in China and in any country. Sina's large editorial team is responsible for censoring what is said on Weibo. Some sensitive topics are deleted, which is a visible boundary for any media. The power of online opinion to drive reality cannot be underestimated, but it is not without boundaries. The number of people using microblogs in China is still limited, and their social influence has boundaries.

In the specific news operation, microblogging online people everywhere, breaking news anytime, anywhere, is becoming an increasingly important source of information for traditional media. Following the hotspots on the microblogging has become a basic news operation, traditional media in the timeliness of the second line, combing information, to analyze, strengthen the depth, pay attention to interpretation, deal with the news of the second point will become the main coping strategy.

In addition, some scholars have pointed out that in China, microblogging in the current response to the control of the significance of the breakthrough and the significance of social participation in the struggle is worthy of attention. In fact, as the edge of the breakthrough communication tool, microblogging universal participation and instant release characteristics, so that it may be to a certain extent to break through the information control, triggering the public spectators, and then expand the space of public opinion. Once a major news event has spread on microblogging, the pressure of public opinion will force the parties involved to come out and clarify, and the news that could not be reported due to various pressures may eventually be reported.