The Research On MicroBlog:How Does It Effect The Production Mechanism And Communication Mechanism

This paper takes the Micro Blog and investigative report as the research object to carry out analysis of the dynamic effect of the Micro Blog and investigative report by analyzing the phenomenon with the relevant theory of communication and journalism as the guidance methods. This paper selects several representative old and new examples regarding Micro Blog as the source including “female driver in Chengdu was beaten” and “shrimp with surprising price” and so on. Based on the analysis of the process of spreading in Micro Blog in terms of such issues, it is not difficult to find that Micro Blog has not only changed the way by which the survey report is produced, survey form and communication channels are generated, but also changed the traditional transmission mode. On such basis, combining the traditional opinion leaders, public opinion and other related theories, it discusses in-depth the dynamic effect of the Micro Blog on the investigative report from the production conditions, production process, and other aspects.This paper mainly divided into four parts, the first part mainly state the research background, this paper clarify the concept of investigative reporting and Micro Blog, combing the media environment investigative reporting and the present condition of the fusion of Micro Blog, clear Micro Blog of investigative reports on the effects of the production environment. The second part, through the analysis of data and phenomenon, for Micro Blog for investigative reporting the production mechanism of the change to make the system analysis, according to the background and characteristics of the "Web +" for investigative reporting the change the mode of production and in Micro Blog to the impact of the paper. The third part by using relevant theories and combined with concrete examples, the communication of investigative reporting in Micro Blog propagation mechanism and the Micro Blog public opinion on its communication effect. The fourth part mainly through interpretation from the media, such as the Micro Blog of positive and negative influence on investigative reporting, put forward the corresponding optimization Suggestions.Through the study we can find that, the new development is that the trend of integration of functions has occurred, because currently, Micro Blog has become an increasingly important information source. Professional journalists can not only search the source by Micro Blog, but also choose perspective of the topic which can attract more audiences according to the development of public opinion in Micro Blog so as to choose the direction for future investigation and picking up of evidence and arrange report. At the same time, Micro Blog, as a new media of platform is filled with complicated and diversified information, which not only enhances the convenience of the acquisition of information of professional reporters but also makes higher requirements for journalist’s professionalism, at the same time also has brought the difficulty to control. Although the effect of public opinion in Micro Blog is difficult to predict, the agenda setting by the opinion leaders can effectively guide the direction of public opinion. By the study of the spread law of public opinion in Micro Blog, we can use Micro Blog to better exert its dynamic effect as the investigative report. And through the effective supervision of professional journalists, we can make the public opinion on the Internet have a greater impact on the public.