Uses And Gratifications Research Of Users Of Sina Microblog

This paper choose "sina microblog" as the research object, by defining sina microblog with the discipline of communication and combing the developing and characteristic of sina microblog, generalizing audience constitution, population characteristics and propagation characteristics. Thus further analysis uses and motivations of microblog users of sina, make the quantitative assessment of the satisfaction of the requirements for the users of sina microblog by the way of survey, put forward the problem during the process of fulfilling the needs of audience and its solutions. Aims to advance data and conclusions available for reference to the operator of sina microblog, so as to provide more convenient and considerate service to audience. At the same time, can explore the sound way of development of sina microblog, make the newly emerged media actually lead to a "micro-revolution" in the area of communication.