The Five Characteristics of Microblog Communication

As its name suggests, microblogging refers to microblogging, but in terms of its impact on the communication and social ecology, microblogging is much more than a literal interpretation. It has changed the trend of relying on traditional professional media for information dissemination in the past, and has given everyone the opportunity to be the publisher and commentator of hot information, that is to say, everyone can become a media outlet, which, to a certain extent, has shaken up the stable communication pattern of the established microblogging industry, and brought about a social and communication revolution, which has been called the "micro revolution" by the industry. It has shaken the existing stable communication pattern to a certain extent, and the social and communication revolution it has brought about is called the "micro revolution" in the industry. In a nutshell, microblogging is a medium that has the following five characteristics.

First, it is simple to operate and requires a high degree of originality.

Microblog registration and operation is simple, for the text skills and time requirements are not so strong, a picture of a sentence can become a short blog post, greatly reducing the threshold of entry, to facilitate the popularity of microblogging, is very suitable for the modern society of fast-paced lifestyle. At the same time, microbloggers can also perform search, retweet, comment, favorites, follow and other functions through the microblogging platform to quickly view the information and topics of interest to them. Moreover, compared with the "passive" attention of blogs, microblogging is more "active", as long as you tap "follow", that is, you are willing to accept instant updates from a certain user. Some of the original phrases from the mouths of ordinary people have been spread by microblogging, but they have also been regarded as "classics".

Second, the content of the communication is diversified.

Microblogs, which contain only 140 characters, can be disseminated with the help of multidisciplinary media technology, such as text, pictures, videos, and other forms of diversified dissemination, and the form of information expression is more vivid, which strengthens the user's reading experience and enhances the stickiness of the use of microblogs. Moreover, microblogging adopts the follow type of interaction, can realize the point to point, one point to multi-point interaction, information dissemination is more extensive and efficient.

Third, the information dissemination is real-time and fast, and there are various ways to send and receive.

As we all know, microblogging users can publish and forward information through web pages, WAP pages, cell phone SMS/MMS, instant messaging software (such as MSN, QQ, G-talk, etc.), and third-party Internet tools with open API access (generally limited to 140 characters). "It breaks the limitations of geography and time, realizes cross-media, cross-system and cross-platform real-time dissemination of information dissemination, and the speed of information diffusion is geometrically growing, which can be conveyed to the largest number of witnesses in a short period of time." said Shi Lu, planning manager of NetEase.

Fourth. The fragmentation and decentralization of communication information.

"'Fragmentation' is a figure of speech that describes the current context of communication in Chinese society, with the original meaning being that the complete thing is cracked into many zero pieces. As far as communication influence is concerned, the old days of relying on specialized authoritative media to "command the world" are gone. In terms of the influence of communication, the previous era of relying on professional and authoritative media to "command the world" no longer exists, and the channels of information dissemination are more diversified. Microblogging as an effective channel of information dissemination, can produce, dissemination of information also has the characteristics of fragmentation, most of the content is self-talking personal life minutiae, for news, events, information forwarding and tracking, each individual content can only express a limited amount of information." In an interview with Advertiser, Fu Zhihua, deputy general manager of DCCI Internet Data Center, said that despite the high degree of fragmentation of information, those "opinion leaders" with a high degree of attention, including celebrities, corporate celebrities, the remarks of media leaders, or other news events with a high degree of attention, can also be highlighted in the massive amount of information. The mass of information can be highlighted and followed by the majority of people. Nowadays, the huge amount of free information on Weibo has also become a convenient outlet for media staff to find topics.

Fifth, virtual and social identities overlap to a great extent.

Generally speaking, the main information of micro communication is personalized, socialized, and even running records, and it is easy to restore one's life, work, and emotional state. Therefore, most microblog users consciously or unconsciously correspond and publicize their virtual identities with their real social identities. The overlap of these two identities produces two regular micro-communication effects: one is to emphasize the personality narrative; the other is to form opinion leaders, who are also the most valuable representatives in microblog marketing.

Expanding Microblogging Platform Features

Convenience

Microblogging provides a platform where you can act as a viewer and browse the information you are interested in on microblogging; and you can act as a publisher and post content on microblogging for others to browse. The content you post is generally shorter, for example 140 characters, which gives the microblog its name. You can also post pictures, share videos, etc. The most important feature of microblogging is that it is quick to post information and the information spreads quickly. For example, if you have 2 million listeners (fans), the information you post will spread to 2 million people in an instant.

Second, microblogging opens a variety of APIs that allow a large number of users to instantly update their personal information through cell phones, the Internet, and other means. The instant messaging feature of the microblogging site is so powerful that you can update yourself instantly on your cell phone wherever there is an internet connection, even if you are right at the scene of the incident.

As an example, if you have a microblogger present at a big event or a big event that attracts global attention, and you use various means to publish it on your microblog, the real-time, on-site, and rapidity of the event will exceed that of any other media outlet.

Dissemination

Microblogs have a strong grassroots presence and are widely distributed across multiple platforms, including desktops, browsers, and mobile terminals. Traditional media have large economies of scale and "huge, arrogant organizations". On the other hand, "grassroots media" such as microblogging does not have any "threshold", and anyone who enjoys citizenship rights can join. [11] Microblogging has the potential for the coexistence of multiple business models, or the formation of multiple vertical segments. The microblogs that obey the logic of public ****** are free to browse, and more importantly, the content and impact of the microblogs, so they can maintain a certain degree of independence in the selection of sources, topics of interest, and the construction of personal narrative frameworks, thus changing the dynamics of the media development model.

In microblogging, access to information is highly autonomous and selective, and users can choose whether or not to "follow" a user based on their own interests and preferences, as well as on the type and quality of the content posted by the other user, and can categorize all of the users they "follow". The influence of microblog publicity is highly elastic and highly correlated with the quality of content. The impact of a microblog campaign is highly elastic and highly dependent on the quality of the content. It is based on the number of followers a user has. The more attractive and newsworthy the information posted by a user, the more people are interested in that user, the more people follow that user, and the more influence they have.

Microblog information **** enjoy convenient and rapid. Through various platforms connected to the network, information can be released instantly at any time and any place, and its information release speed exceeds that of traditional paper media and online media.

Originality

On micro-blogs, the 140-character limit brings civilians and Shakespeare to the same level, a fact that leads to an explosion of original content being produced. According to Dr. Li Song, the emergence of micro-blogs is epoch-making and truly marks the arrival of the personal Internet era. The emergence of blogs has pushed social media on the Internet a big step forward, as public figures have begun to build their online presence. However, the image on the blog is still a make-up performance, the creation of blog posts needs to take into account the complete logic, such a large amount of work for the blogger to become a very heavy burden. The "silent majority" has found a stage for themselves in micro-blogging.

Pan-Entertainment Tendency

Some scholars have found that microblogging has a pan-entertainment tendency in terms of hot topics and real-time hot searches in microblogging, both in terms of the content and the way of microblogging. The specific manifestations are as follows: 1, the main body of microblogging hot search stars significantly;

2, "entertainment", "emotion", "horoscope" as the hot search keywords, people's livelihood and political news is watered down

3, spoof communication symbols, highlighting the "image of sentimentalization";

4, microblogging event commentary entertainment, deviating from the original purpose of news dissemination.

Li Yang, director of the People's Daily Public Opinion Data Center, said in an article that the tendency of microblog entertainment is manifested in the following ways: softening the content, harming the meaning of the text, flirting with the inappropriate, and vulgar style;

The harm of the tendency of microblog pan-entertainment are:

1. easy to produce a large number of rumors, gossip, and rumors, which will impede the development of microblogging as a public **** space of the virtuous cycle;

2. easy to fall into the illusion of a national carnival, which is the most important part of the microblog. fall into the illusion of universal revelry, making users lose the ability to think independently and criticize rationally;

3. easy to become the main venue for youth subculture to erode China's mainstream culture;

Active Users

As of September 2021, Weibo's monthly active users amounted to 573 million, with the proportion of those coming from the mobile terminal at 94%; and the number of daily active users reached 248 million. Meanwhile, there are already 4.4 million certified accounts on Weibo, including celebrity stars, KOLs, corporate partners and media organizations.