Social Effect Of Microblog Propagation And Interaction

As Twitter came into being in2006, micro-blog began sweepingthe world. Various micro-blog websites were springing up in China in2007. Although it has a short history, the application functions haveinvolved all aspects of our social life. Micro-blog is not only a socialinstrument for expressing personal emotion and interpersonalcommunication, but also a platform for individuals, enterprises,governments and social organizations to distribute information andfor enterprises to do public marketing. As the advanced and typicalrepresentative in era of WEB2.0, micro-blog heralds an era ofinformation network transmission with its rapid growth. Under suchbackground, the researcher combed the mechanism of disseminationand interaction of micro-blog in terms of concept, characteristic, wayand influence of dissemination，with the combination of sociology,communication and management science, backed up with socialinteraction theory, social exchange theory and weak connectiontheory, in methods of literature surveys, individual analysis,unstructured interviews and observation.The attribute of we-media of micro-blog not only enables it to be ahighly popular media instrument, but also opens a new era ofinformation dissemination and interpersonal communication. It is such attribute that enables micro-blog to have a powerful influence onthe dissemination of emergency, the appearance of public opinionand the trend of issues. This thesis analyzes the extremely largerailway accident happening in Yong Wen railroad on23rd, July. In theearly phase after this accident, there increasingly came publicopinions on micro-blog, which aroused the interests of the masses. Inthe rescue phase, micro-blog was continuously used to spread thenews that the common people extended a helping hand. After rescue,netizens were constantly asking who was the responsible person tillthe accident was settled satisfactorily. During the above process,micro-blog played a vital role and also analyzed the double socialeffects of micro-blog dissemination for emergency.Based on the function of micro-blog for emergency, this thesisobjectively analyzes the problems and challenges in disseminationand interaction of micro-blog; it also provides some effectivemeasures for micro-blog development, such as raising media literacyof clients’, strengthening the self-governing capacity of micro-blogtechnology, establishing relative laws. Last, some superficialcomments and suggestions for micro-blog development are putforward.