摘要
本文通过问卷调查的方法研究,认为微博媒体的传播主体主要有表达倾述型、体验跟进型、事件报道型、看客围观型。微博媒体的传播特点主要体现在:自发性、圈群化、个性化、即时性、零碎化、裂变式六个方面。作为自媒体的微博的影响力日趋扩大,对博客、SNS产生替代性冲击,微博成为一个可开发的在线营销平台,重大事件、突发事件的报道平台,它能够提供多种声音、降低受众对主流媒体的依赖。
Micro-blog communicators are composed by four groups,who are expressers,followers,reporters and spectators based on the on-line and e-mail surveys statistics.There are six types of characteristics of micro-blog：spontaneous,grouping,personalized,instant,fragmentation,and fission.Micro-blog has played more and more important role in the social communication with the media developing.Micro-blog becomes a platform of social network beside Blog or SNS,a platform of online marketing,a platform of events reporting,and an available way to reach diverse voice except the mainstream media.
出处
《上海商学院学报》
2011年第2期39-42,53,共4页
Business Economic Review
基金
上海市重点学科"商务传播学"阶段性研究成果之一
项目编号:J52001
关键词
微博
传播特性
影响力
Micro-blog
communication characteristics
influences
