The Study On The Civic Discourse Communication And Its Influences In The Microblogging Era

The exchange of information promotes the development of society andinformation can not transmit without the support of media, therefore media is astrong force which pushes forward the whole society. As the most vibrant andinfluential media in the Internet era, microblogging not only provides convenience ofexchanging information, but also brings obvious changes in another aspects. Theemergence of microblogging enables every public individual to be a “media”, whichis one of the most influential changes in the process of human development,especially in the course of media technology advancement.Based on the theory of dialogue, this paper points out that dialogue as thenature of life links to communication inextricably and the biggest difference betweenthe new media microblogging and traditional media lies in microblogging provides apractical platform for the public to carry on dialogue. The theory of dialoguerequires the unique participator to be equal and autonomous and every individual issupposed to be open enough to exchange information and produce new meanings inthe process of communication. As a public carnival square for communication,microblogging’s own media properties enable each user equally and initiativelyexchange ideas and generate new meanings.Microblogging’s powerful influences benefit from its unique nature and thepublic’s enthusiasm and desire of participating in communication. Its extensive andprofound influences impact everyone directly or indirectly. It offers mediacommunication opportunity and platform for the public, disintegrates the situationthat tradition media monopolize the public’s discourse right so that the traditionalmass media communication pattern is changed, and it allows the public equally andfreely participate in media communication which drives the improvement andperfection of the public sphere. In short, microblogging gives full play of its positiveinfluences in promoting social development, and its profound and far-reachingimpacts prove that microblogging has the power of changing everything to someextent. Media technology indeed plays an important role in the progress anddevelopment of society, however, whether the media brings positive influences intoplay or not depends on the media controllers and users, so we should not fall into thethought of media determinism. In the process of microblogging development,positive effect is the mainstream, but there still exist numerous problems andshortcomings. The rapid development of microblogging has its deep roots andprofound reasons and the analysis of microblogging should not only at the surfacelevel, therefore the purpose of this paper is to dig out the essence of microbloggingin order to benefit daily life practically.