Weibo "use And Satisfaction" Study Of Audience

With the rapid development of science and technology, which increase the social demand with each new day, have promoted the emergence of more and more new media form.Especially the "mic roblogging" have been affecting and changing humanity profoundly in recent years.Micro-blog makes the user both communicators and audience, and it also makes the research of the "Use and Gratification" theory become more complex under the new media environment.In the new media environment,the audience participate in the interaction of the traditional media based on what kind of needs? The research on this issue appearto be more valuable in nowadays information explosion background.The audience is the core of communication process today.Only by understanding the preferences and motivation of audiences media use,brand promotion and media operation can have a definite object in view,so that information can be talent showing itself.Eventually fully meet the users actual demand and to strengthen the communication between media and users.The development of to days tele vision and mic rob logging goes into the confrontational integration of cross-media communication era.Hunan Sate Ilite TV is always in the mo st eye-c atc hing po sition in the national television media ratings.Hunan Satellite TV is the traditional media,butitisgood use of this new mic rob logging media continued to enlarge itsown brand,to achieve bettercommunication and audience interaction. This paper will be on Hunan satellite TVs mic ro-b lo g forcase study,which is from the angle of the audience of theirmedia use and gratification,therefore thisarticle hasthe certain practical significance.Thro ug h an o nline questio nna ire,the re se arc he r suc c e ssfully obtained the data of the1074Hunan TV micro-blog fans.The re sults are asfollows:the groups of18-28year-old female student occupy a large proportion in Hunan TVs micro-blog audience. Meanwhile,Hunan satellite TV micro-blogs most popular content rankings are show trivia,pro gram,in teg rated information. In addition,the most common reason of the audience to participate in Hunan satellite TVs mic ro-blog interaction is about celebrity gossip,get the instant information and videos,entertainment and relaxation.I also used depth interview research methods,summary of the audiences satisfaction obtained from the Hunan satellite TVs micro-blog,including access to the entertainment for social networking,accessing to exclusive programs,highlighting fashion and personality,a swell as understand the complete story of the self-made drama and the Reality show.Subsequently, Ipresented countermeasures of how to meet the needs of the audience for Hunan satellite TVs micro-blog better,inc luding optimize the micro-blog interactive event planning,reasonable adjustments micro-blog hours of ope ratio n,specifications micro-blog content management,and strengthening the micro-blog interactive and originalthe degree.Flnally,the author forecasts the development trend of the the micro-blog audience demand,and summed up the inadequacies of this study.Such as the survey sample size,questionnaire coverage,the applicability of the conclusions.