The Research Of Celebrity Microblogging Driven By Economic Interests

With the birth of this new media form of micro-blog in the beginning of2010，itis to subvert the traditional mode of transmission media.The major portals haveopened a microblogging service, in order to seize the microblogging market, theybegan to use the celebrity strategy for development of micro-blog. In particular, Sinafrom the opening of the micro-blog date, it takes celebrity strategy, and use variousmeans to draw celebrities to open micro-blog, that in a short time, Sina micro-blogaccumulate a lot of celebrities, celebrity micro-blog is also in the absolute monopolyof the Sina micro-blog. Sina established celebrity micro-blog diverse types, fromentertainment to agriculture amounted to24sub categories. Sina have to catchcelebrities from all walks of life all in one draft, and Sina micro-blog established thecolumn of Hall of fame specifically for the celebrity. Sina celebrity micro-blog isgrowing rapidly. Sina celebrity micro-blog a total of25,509in January19,2011. Sinacelebrity micro-blog a total of57,652in November17,2011. After a short period of10months, Sina celebrity micro-blog total amount increased126%. This shows Sinacelebrity micro-blog in rapid growth. From fans and its growth, celebrity micro-blog,especially entertainment celebrities, is absolute monopoly. Sina mainly invitecelebrities to open micro-blog, make celebrity micro-blog in an important position,publicize micro-blog with various channels, develop celebrity micro-blog via thecelebrity micro-blog as a news source. The motivation of the development of Sinacelebrity micro-blog is to seek the maximum business interests, because of thecelebrity micro-blog has huge economic potential, celebrity effect can bring a largenumber of audience, the attention of the audience can bring enormous benefits ofadvertisement, can improve the media brand, and ultimately bring economic benefits.But, chasing economic interests for the purpose of celebrity micro-blog strategy andstamped deeply commercial brand, it is inevitable to bring discourse right inequality,vicious competition, poor regulation, the tendency of entertainment and a series ofproblems. To prevent commercial celebrity micro-blog brings negative effect, it is necessary to weaken the function of celebrity micro-blog, perfect celebrity micro-blogregulatory measures, balancing attention on all the celebrity micro-blog and create ahealthy competitive environment. Only the government management, the Internetindustry, Internet companies and the vast majority of Internet users with a common, tocreate a good micro-blog competition environment and a good internet culture, canmake the micro-blog and even the healthy development of the Internet, the realbenefit of the people, the benefit of society.