The rise and expansion of microblogging can be said that media development is a special case, it is different from the traditional media, from birth to maturity takes a long time, for example, the newspaper after a hundred years to truly become a popular media , Film and television is also a process, but the microblogging from sweeping the world to produce only in less than 3 years, and now microblogging is already a public contact with the most closely a new media, or the strict sense Microblogging is a new media platform for the dissemination of means or can be defined as a network of derivatives.
Microblogging full microblogging, he allows users through the login page, mobile phone text messages, e-mail and instant chat software and other means to personal blog anytime, anywhere information text, pictures, video and so on. On the origin of microblogging can be mentioned from a US site, microblogging Web products from the Web2.0 era of the United States, a Web site, which originated from the United States Broadcasting Corporation odbe for its employees to use mobile phone text messages through the web relay to publish information In 2007, Twitter became independent from the original company and set up an independent operation of the company, and a hit, a representative of the microblogging site. July 29, 2009, Twitter to the home page phrase "What are you doing?" Into "sharing and discovering the number of the world is happening." This change is a symbol of Twitter has not only content to do a communication tool, Twitter operators found the microblogging platform for the tremendous power, as a communication medium, he informants rich, spread fast, expansion Strong, influential, is bringing a new media structure. In particular, it is different from the way of information transmission, the traditional media, linear communication is different from the network media, network transmission, it is a fission of the spread. This spread of the rapid spread of the form, the density of the density of the spread of the convenience of the way, far from the previous media can match.
Microblogging purpose is to release information sharing, and the release of the platform to expand the diversification, facilitation, but also increased its influence in the dissemination of information.
Currently the world's leading micro-blog site Twitter, Jaiku, Plurk, domestic relatively international microblogging platform started a little slower, but also the rapid rise of the past two years, with the help of large groups of Internet users, several microblogging platform Has a large number of micro-Bo, Sina microblogging, Tencent microblogging, Sohu microblogging and so on. From the development of micro-Bo point of view, compared to social networking sites, it is more and more like a news media, with the development and expansion of microblogging, its role in mass communication increasingly important.
At the beginning of each new media products, will bring the public novelty and joy, microblogging same, in the beginning of the popular microblogging, people lament the spread of such a fast way, people lament the interpersonal communication can achieve this Breadth and depth, especially for the younger generation of Internet users, microblogging has become a necessity in life, almost contact with the network of the audience of all ages are able to accept and use the microblogging, this low threshold of transmission in front of a people In addition, microblogging is different from other new media products, microblogging is the spread of the public, not the traditional social networking sites or chat groups on the spread of small groups.
First, the micro-Bo closer to the public distance, people can fully share information, in interpersonal relationships, microblogging played a role is also positive, a lot of micro-bloggers in their own micro-Bo express their views, celebrities Microblogging to express their own situation, with the words of fashion, the use of microblogging to "broke the news", which makes microblogging have a greater appeal.
Second, the role of microblogging up to spread the point of view, it has become a new channel for news dissemination. Such examples are not uncommon. May 12, 2008, when the Wenchuan earthquake occurred, Twitter first news agency 22 seconds issued a report. Since then, microblogging instead of the relatively backward mode of transmission of mobile phone text messages, as ordinary citizens in the hands of the "microphone", so that "everyone becomes a journalist" possible. Of course, this "reporter" refers to the release of "citizen news" for the fun of non-professional journalists. Shelle Israel called these people "citizen pushers" (ie, Twitter Bo), the "outsiders to cover news" as "citizen news." This has opened up a micro-Bo in the field of news communication an important role, it can send real-time information, news to the audience to bring the freshest information.
In addition, microblogging can also serve as a traditional media publishing platform, a traditional media supplement, now, all kinds of official microblogging gradually increased, enterprises will also be the official microblogging as a channel to disseminate information to the outside world, for example, automobile production BYD, in February this year, microblogging, said it would hit a price war, the price of the models ready to cut, for a time, become the object of various car media coverage, which also makes the price cuts have a greater The attraction to become a successful iye marketing campaign.
Microblogging as a new type of media products, to the field of mass communication has brought a revolution, it makes the way of mass communication more open, do not rigidly adhere to the traditional mode of communication, open information platform for each microblogging master You can provincial news or information publishers, microblogging in the positive role of mass communication is obvious.
As a communication carrier, microblogging play an active role in the same time, also play a negative role, because anyone, any organization can release information, as the carrier of microblogging platform cannot make accurate information to judge, This makes it a "gatekeeper missing" features, but also to make microblogging breeding ground for rumors, rumors spread of the accelerator and amplifier. Since 2010, a lot of sensational fake news, under scrutiny, behind the impact of both microblogging. This phenomenon has also aroused the concern of many academics and the industry. A false news can spread through the rapid spread of microblogging, which also makes the mass communication environment is more complex.
Microblogging is based on the trust of the information exchange network. The celebrities in microblogs have become important intermediaries of information transmission because they have a large number of "fans" concerned. In social life, they are also authorities and celebrities in certain fields. Therefore, whether based on their position in the information dissemination chain, or based on their position in the social structure, should be in the social information exchange than the average person to assume more responsibility. Celebrity microblogging should not be the first to create, do not spread false news; Secondly, the celebrity microblogging also has the responsibility to use their professional knowledge and social interaction ability to help verify and clarify the false news on microblogging.
Microblogging as an emerging network platform to the speed of radiation beyond the imagination of the world, this new means of communication is a mass communication progress and development, but everything has a double-sided, microblogging the same, As the communicator, transferee, recipient, and so on multiple roles, microblogging has played a positive information dissemination fast, but also bear the complex information and inaccurate information broadcast, therefore, microblogging role in mass communication is also a double , And can not be one-sided view, but should be a comprehensive analysis, and strive to take its dregs take its essence, so that microblogging play a more active role in communication.