伦敦奥运微博传播应用-研究

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1、ContentsChineseAbstract⋯⋯．⋯．⋯⋯⋯．⋯⋯．⋯⋯．⋯．．⋯．⋯⋯．⋯⋯⋯．⋯．⋯．⋯．⋯⋯．⋯．⋯．⋯⋯．⋯．⋯⋯．⋯⋯．．IABSTRACT⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯IIIntroduction．⋯．．⋯．⋯．⋯．⋯⋯⋯．⋯⋯⋯．⋯．⋯．．⋯⋯．⋯．．⋯．⋯⋯．⋯⋯⋯．⋯⋯．⋯．⋯．⋯⋯．⋯．⋯．⋯⋯．．⋯1ChapterIThedevelopment，charactersandapplicationofmicrobiog⋯⋯⋯⋯⋯⋯⋯⋯．．51．1Thedevelopmentof

2、microblog⋯⋯．⋯．⋯⋯．⋯．⋯．⋯⋯⋯．⋯⋯．⋯．⋯．⋯⋯．⋯．⋯．⋯⋯．⋯．⋯51．2Thecharactersofmicroblog．⋯．⋯．⋯⋯．⋯．⋯．．⋯．⋯．⋯⋯．⋯．⋯．⋯⋯．⋯．⋯⋯⋯⋯．⋯．⋯．⋯．．61．3Theapplicationofmicroblog．⋯．⋯．．⋯．⋯⋯．⋯．⋯．⋯⋯．⋯．⋯．⋯．⋯⋯．⋯．⋯．⋯⋯．⋯⋯⋯．⋯61．3．1Theapplicationofthepolitical．⋯⋯．⋯．⋯．⋯．．⋯⋯⋯⋯⋯．⋯⋯⋯⋯．⋯．⋯⋯⋯．．⋯．⋯61．3．2Theapplicationoftheeconomy⋯⋯．⋯

3、⋯⋯⋯⋯．⋯．⋯⋯．⋯．⋯⋯．⋯⋯⋯．⋯⋯．⋯．．．．71．3．3Theapplicationoftheculture．⋯⋯．⋯．⋯．⋯．⋯．⋯⋯．⋯．⋯．⋯⋯．⋯．⋯．⋯⋯．⋯⋯⋯．．．71．3．4Theapplicationofthesocialmanagement⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．7ChapterlITheapplicationofmicroblogcommunicationduringLondonOlympics．．92．1TheapplicationofmicroblogcommunicationbeforeLondonOlympi

4、cs⋯⋯⋯⋯⋯．92．1．1TheeveoftheLondonOlympicmicrobloggingapplicationOverview⋯⋯⋯92．1．2Themicrobloggingpropagationintheaudiencelookforwarddrivenbythepsychological．⋯⋯．⋯．．⋯⋯．⋯⋯．⋯⋯．⋯⋯．⋯．⋯．⋯．⋯⋯．⋯．⋯．⋯⋯．⋯．⋯．⋯．⋯⋯．⋯⋯．．⋯102．2TheapplicationofmicroblogcommunicationduringLondonOlympics．⋯．⋯⋯⋯112．2．1Londo

5、nOlympicsmicrobloggingapplicationOverview．．．．．．．．．．．．．．．．．．．．．．．．．．．．．112．2．2Microbloggingspreadtheplayoftheagenda—settingfunction⋯⋯⋯⋯⋯⋯．．122．2．3Microbloggingspreadtheroleoftherealityconstruction．．．．．．．．．．．．．．．．．．．．．．．．．．．132．2。4Microbloggingapplicationmainusetomeetthepsychological．．

6、．．．．．．．．．．．．．．．．142．2．5Microbloggingpropagationprocesscannotbeignored”opinionleaders”．152．3TheapplicationofmicroblogcommunicationafterLondonOlympics．．．．．．．．．．．．．．．．．162．3．1Conversionofthepost—Olympicperiodmicrobloggingspreadfunction⋯．．162．3．2Thepost—Olympicperiodweakeningoftheroleoft

7、hespreadofmicroblogging⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯172．3．3Thepost—Olympicperiodmicrobloggingspreaddeepening⋯⋯⋯⋯⋯⋯⋯⋯182．3．4Thepost-Olympicperiodmicrobloggingspreadthestrengtheningofthe’’opinionleaders”．⋯．⋯．⋯．⋯⋯⋯．．⋯．⋯．⋯⋯⋯．⋯⋯．⋯．⋯．⋯⋯．⋯．⋯．⋯．⋯．⋯⋯．⋯⋯．⋯．．18ChapterIIIThecharactersofmicroblogcom

8、municationdu