我国传统媒体使用微博的现状及问题研究——以开通新浪微博的传统媒体为例

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1、ResearchonCommunicationStatusofTraditionaIMediaofChinainMicro-bIOg——WithTraditionalMediaintheSinamicro-·blogasacasestudyAbstractTheonewhocaninspireuserstocontributetothecontentatthemostextent，whocallguidetheflowofinformationwhichcontributedbyusers，whocanoptimizethestru

2、ctureoffragmentedinformation，andcarlexcavateandintegratetheinformationrCSOUI'CCSinweb2．0era,willmostlikelygetthepowertopersuadeandinfluenceothers．Andthemicro—blogoffersallopportunitytohavethepower．”Themicro—blogputagreatchallengetothetraditionalmedia、撕thitsuniquecommun

3、icationformandthepowerfulabilityofgatherinformation．Inthiscase，thetraditionalmediabegintoopenthemicro-blogactively,makefulluseoftheadvantageofmicro—blog,inordertocommunicateinformationfurtherandbmldingitsbrand．ThispapertakestheSinamicro-blogasexample．Theauthororganized

4、thetraditionalmediawhichstartedtheSinamicro-blogmainlyinfourdimensionsofscale，themediatype，thecoverageofcommunicationandthepopularity．Uponthis，theauthorrevealedthegeneralsituationaboutthetraditionalmediaacCCSStotheSinamicro-blog．FromFebruary1，2012to29，urbancategoryinth

5、enewspaper,southemmetropolisdailyandsouthernweekendhavemostfansirIitscategory；guangzhoudailyhavethelargestnumberoffansamongofficialnewspapers；andfansnumberofnewweeklyisattopamongnewsmagazines．Theauthorsurveyedandanalyzedcommunicationmodeandcontentofthesemediaaccordingt

6、oGeneSmith’S”socialsoftwarebuzzerhivesmodel”fromfivedimensionsofidentity,newthings，share，relations，exchange．Throughtheanalysis，theauthorrevealedhowthetraditionalmediacommunicatenewsandbuilditsbrandthroughtheSinamicro-blog，andproposedproblemsandstrategiesforthetradition

7、almediainusageofsinamiero-blog．Thesealeallgoodfortraditionalmediatodomasscommunicationandinterpersonalcommunicationinabetterandmoreaccurateway．Theresearchshowsthat,byFebruary2012，therewere6725traditionalmediaaccessedtosinamicro—blog,whichincludenewspapers，magazines，rad

8、ioandtelevision．Allofthesemediastartedmicro-blogasseparateidentitiesandgroupidentity．Generallyspeaking,themediainthed