【作者】 刘倩；

【导师】 芮必峰；

【作者基本信息】 安徽大学 ， 新闻学， 2012， 硕士

【摘要】 2010年被称为中国微博元年,微博快速占据了人们的眼球,它“碎片化”的传播方式渗透到社会生活中的各个角落中,掀起了中国信息传播的微博热。而2011年是无可争议的微博崛起年。在这年,微博作为新兴的传播方式得到了快速的发展,对中国社会生活的各个方面都产生了巨大的影响。它不仅改变了人们的信息获取方式,还改变人们的沟通方式和生活方式。对于重大的公共事件,人们开始用简洁的方式通过微博发表观点；对于突发性事件,公众也能第一时间将所知的信息发布出来。随着门户网站的不断发展,微博作为一种新型互联网产品,快速发展起来并逐渐走向成熟。相比较传统的博客,作为年青一代的微博,它具有即时性、开放性和传播形态多样化的优势,并且随着社会信息化进程的加速,微博在中国快速地发展和普及了起来,大量传统媒体、政府机构、企业、公众人物纷纷开通微博。微博不仅满足了人们的精神需求,也丰富了人们的文化生活。但是它也是一把双刃剑,微博在广泛使用的同时也常常会给人们带来许多不容小觑的问题,需要得到我们的高度重视。从目前的微博使用情况来看,传统纸媒的微博使用包括媒体人个人的微博和媒体机构的微博。媒体人纷纷开微博,通过微博搜集信息并发表观点；而如今也已有数千家媒体机构入驻微博,并获得了广大受众的密切关注。开通微博对传统纸媒来说,可以有效地引导受众从媒体微博进入母媒体,为受众进入母媒体提供链接与通道。微博的传播方式不同于传统纸质媒体,它独特的传播模式也给每一个普通民众带来了上台表现的机会,使得他们成为不再仅仅是接受信息的单一受众身份,变成亦可以发送新闻的“大众记者”。这些微博用户可以通过关注他人并被他人关注、转发以及评论等微博的功能,在平台上平等发声。在这样的平台中,不存在绝对的传播者,也不存在绝对的受传者,受传之间的界限变得愈发模糊。这种平等的特性,让“沉默的大多数”感受到了民主。因此,大众变得愈加积极,他们开通微博,形成自己的朋友圈,在微博的平台上公布自己的独特观点和见解,与其粉丝进行紧密互动。某个简单的话题,在经过大众的层层传播后,会形成巨大威力,甚至有时会形成一个社区,形成舆论场。纸质媒体机构的传播应该更多的运用到微博,这已经成为了很多纸质媒体的共识。而如今也确实有许多媒体都在积极地利用微博,比如说,纸媒机构大多都在微博平台上开通了官方微博。这说明报纸微博正进入一个高速发展的阶段,而且在不断的融合中,它以一种新的姿态出现在大众面前。纸媒纷纷开微博显示出了极大的生命力。如何更好的使用微博也给传统纸媒机构提出了更高的要求。毋庸置疑,作为一种新的媒介技术,微博的意义是多元的,它部分削弱了传统纸媒在精英话语表达的权利。但是并不是说,传统纸媒在微博时代受到压制,其实他们之间是一种相互影响的关系。它们在这个媒介融合的是时代里,建立一个平衡的媒介环境,这将是中国传媒改革的必经之路。如何利用微博的优势,提高传统纸质媒体的竞争力和影响力,已经引发了越来越多的探讨。更多还原

【Abstract】 2010is called Chinese micro-blog year, micro-blog quickly occupy people’s attention, it "fragmentation" spreading way of infiltration into the social life in every corner, a Chinese information dissemination of micro-blog heat.2011is the undisputed micro-blog rise year. In this year, micro-blog as a new mode of transmission has been the rapid development of China, on every aspect of social life has had the huge influence. It not only changed the people’s access to information, but also changes the way people communicate and way of life. For major public events, people began to use concise manner by micro-blog views; for emergencies, the public can also will be the first time the knowledge information release. With the continuous development of portal, micro-blog as a new type of Internet products, rapid development and gradually become mature.Compared with the traditional blog, as the young generation micro-blog, it has the instantaneity, openness and communication form diversity advantage, and along with the social informatization process accelerate, micro-blog in China’s rapid development and popularization of the Internet up, a large number of traditional media, government agencies, enterprises, public figures have opened micro-blog. Micro-blog not only meet people’s spiritual needs, but also enriched the people’s cultural life. But it is also a double-edged sword, micro-blog in widely used also often brings many problems can not be underestimated, need to get our attention.Seeing from the recent microblog marketing, the traditional microblog is consist of personal microblog and those of media agencies. Media person keeps starting their own microblogs to gathering information and express viewpoints. In comparison, thousands of media agencies start business by microblog and have been listened by many people. Microblogging means a lot to traditional media. They can provide with more convenient access and guide audience to mainstream media.The different propagandizing pattern of microblog brings new chances for every person to show on the stage, in which they are not only audience but also a reporter. Most microblog users can listen to and be listened by others, they can forward message and make reviews to communicate equally. This makes the boundaries between information spreaders and receivers vaguer. The factor also makes the’silent majorities’enjoy the democracy. Therefore, the public became more active. They register microblog and establish circle of friends, they express their unique views and opinions, and become interactive with fans. A simple topic, for example, which has been forwarded and reviewed by many people, becomes powerful, and even forms a community or a forum for pulic opinions.Paper media institutional communication should be more use of micro-blog, this has become the consensus of many paper-based media. And now there are many media are in active use of micro-blog, for example, paper intermediary institutions are mostly in micro-blog platform opened an official micro-blog. This shows the newspaper micro-blog is entering a stage of rapid development, but also in the continuous integration, it takes a new attitude in front of the public. Newspapers have a micro-blog has shown great vitality. How to make better use of micro-blog also gave traditional paper intermediary institutions has put forward higher requirements.No doubt, as one kind of new media technology, micro-blog meaning is multiple, which weakened the traditional newspaper in the elite discourse right. But that’s not to say, the traditional paper media in micro-blog era to be suppressed, they actually is a kind of mutual influence relations. They are in the media convergence is the era, to create a balance between the media environment; it will be the only way which must be passed Chinese media reform. How to use the micro-blog advantage, improve the traditional paper-based media competitiveness and influence, have caused more and more discussion.更多还原