伦敦奥运微博传播应用研究

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

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

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

4、nOlympicmicrobloggingapplicationOverview⋯⋯⋯92．1．2Themicrobloggingpropagationintheaudiencelookforwarddrivenbythepsychological．⋯⋯．⋯．．⋯⋯．⋯⋯．⋯⋯．⋯⋯．⋯．⋯．⋯．⋯⋯．⋯．⋯．⋯⋯．⋯．⋯．⋯．⋯⋯．⋯⋯．．⋯102．2TheapplicationofmicroblogcommunicationduringLondonOlympics．⋯．⋯⋯⋯112．2．1LondonOlympicsmicrobloggingapplicationOvervie

5、w．．．．．．．．．．．．．．．．．．．．．．．．．．．．．112．2．2Microbloggingspreadtheplayoftheagenda—settingfunction⋯⋯⋯⋯⋯⋯．．122．2．3Microbloggingspreadtheroleoftherealityconstruction．．．．．．．．．．．．．．．．．．．．．．．．．．．132．2。4Microbloggingapplicationmainusetomeetthepsychological．．．．．．．．．．．．．．．．．．142．2．5Microbloggingpropagationpro

6、cesscannotbeignored”opinionleaders”．152．3TheapplicationofmicroblogcommunicationafterLondonOlympics．．．．．．．．．．．．．．．．．162．3．1Conversionofthepost—Olympicperiodmicrobloggingspreadfunction⋯．．162．3．2Thepost—Olympicperiodweakeningoftheroleofthespreadofmicroblogging⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯172．3．3Thep

7、ost—Olympicperiodmicrobloggingspreaddeepening⋯⋯⋯⋯⋯⋯⋯⋯182．3．4Thepost-Olympicperiodmicrobloggingspreadthestrengtheningofthe’’opinionleaders”．⋯．⋯．⋯．⋯⋯⋯．．⋯．⋯．⋯⋯⋯．⋯⋯．⋯．⋯．⋯⋯．⋯．⋯．⋯．⋯．⋯⋯．⋯⋯．⋯．．18ChapterIIIThecharactersofmicroblogcommunicationdu