Research Of Sina Microblog's Development

Over the past decade,the media industry in China has experienced an explosive growth. A large number of media have emerged at the beginning of 21st century. Further more,the media market gone through drastic supply and demand changes,switching from a demand-driven to a supply-driven basis. It is now an age of surplus in the media market. As Internet users are becoming younger and younger and mobile Internet is going increasingly popular,the promulgation of user generated contents advances the new development of media. Predominant blog,podcast and conventional media are being challenged by socialized media.As Sina is a news & information platform built upon conventional media,how to adapt to these challenges has become a priority of its long-term development.This paper firstly introduces the Six Degree of Separation and socialized media. Secondly,the paper discusses the background and function of Sina Micro-blogging as well as its importance to the development of Sina's Internet media service in future. Thirdly,the paper discusses the features and operational model of Sina Micro-blogging,and then analyzes the operating results since it was launced, demonstrating a monumental significance of the Six Degree of Separation and socialized media. At the last, the paper gives some suggestions about the development of Sina Micro-blogging.The innovation of the paper is that it gives some Chinese addition to the Six Degree of Separation and provides valuable experiences to the socialized media of China.