微传播碎片化研究

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1、ABSTRACTAlongwithdevelopmentofnetworktechnology,theinformationcommunicationtechnologyhasbeenchangingwitheachpassingday．Thenewinformationcommunicationmediasmainlybasedonmicro—blog，Wechat，andChinaMobileclientetc，createnewwavesofmicro—communicationwhichbelongstointem

2、etcommunication．Theword‘'micro”isthekeytomicro-communication，thatistosay,thecommunicationcontentis“micro—content”．thecommunicationchannelis“micro—media’’andthecommunicationobjectis“micro—audience’’Withthedevelopmentofeconomy,theprogresssociety,theincreaseofconsump

3、tionlevelandthechangingofconsumptionview,thedevelopmentofsocietypresentsthetendencyoffragmentization．Underthissocialbackground，people’SsenseofvalueandsenseofthoughtischangingalongwiththesocialvaluePeople’SneedsbecomepersonalizedandrefinedincreasinglyMeanwhile，acco

4、mpaniedbythedevelopmentofnetworktechnologyandmobileterminalsbecomingintelligent，thewaythataudienceinformationcommunicateandreceiveisalsochangingradically．Sincemicro-blogemergedin2009andWechatappearedin2011，theeraofmicro—communicationhasbeenopened．Microsocialcontac

5、t，micro—news，micro—shopping，micro-payment，micopublicbenefit，micro—ad，andmicro—gamesplaymoreandmoreimportantroleinpolitics，economy,societyandSOon．Theyhavebecomeanewstrengththatwon’tbeignored．Fragmentizationisaremarkablereflectionofmicro—communication．Afragmentedmic

6、ro—communicationsatisfiestheindependent，individual，andvariousinformationneedsoftheaudience．AndatthesalTletime，italsochangesthewayandthecustomthatcommunicationandacceptionofaudienceinformation．Theaudienceisnotholisticatallbutdispersesintomany“fragments”．Atthesameti

7、me，thedevelopmentofnewmicro-communicationtechnologyandmediachangesthe“central”positionoftraditionalmedia，andthecommunicatoralsopresenta“fragmented”condition．TheFragmentationofmicro-communicationbringsaboutmassiveamountsofinformation，andprovidetheaudiencewithbothab

8、undantinformationresourcesandconvenientcommunicationexperience．Fragmentedmicro—communicationbringsaboutsomesocialandculturaldilemma，suchasinformationove