Microblogging not only bring new Chinese public discourse space, is also changing the information, media, and even government public service information transfer mode
text / Xiao Ming Chao
Chinese Internet users is growing rapidly, the Internet is changing people's lifestyles, but also subvert the people's mode of communication and exchange.
since 2006, the creation of the world's Twitter site, micro-blog as a new Internet platform has been developed rapidly, with the Sina microblogging formally launched in 2009 and many sites have been offering micro-Bo, microblogging community in 2010 has become a very important keywords.
present, with a strong media properties from the micro-Bo, in changing the public's media habits and mode of information dissemination, and become the most immediate social media, user of the most active information dissemination platform. The use of microblogging users is also increasing gradually to the mass popularity of microblogging.
how to deal with the application and the next microblogging the latest Internet applications, the relevant departments have been making, communication and disposal capacity of a new test.
mainstream groups, self-expression platform
microblogging users what features? Years ago, Sinomonitor use the world's leading online research firm SSI's online sample library, Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, Shenyang, Xi'an, Hangzhou and eight cities 4306 microblogging users in the survey.
The survey shows that young, highly educated professional people group is the core user groups microblogging, age concentrated in men (63.8%), 25 ~ 34 years old (56.2%), university degree or above education (74%), to middle management staff throughout the company (near Qicheng). That is, attracting a large number of micro-Bo, 70, 80, these groups are also currently the city's mainstream groups, who are happy expression.
in the rapidly developing information age, fast pace of life and reduce interpersonal communication, people are often caught in the feeling of neglect, lack of concern when the individual being, people urgently need to establish a self-induced attention and expectations of others concern, provides a good micro-Bo Qiaqia express the feelings of the channel.
The survey also found that concern about the self is the most important users microblogging purposes, including: emotional self-expression (74.3%), recording life and growth (59%), followed by sharing with others some information and opinions (55.7%), relaxation (54%), collect information, or needed information (47%) and understanding of the status of friends (41.6%). This shows that China microblogging catharsis and self-expression of public space, in this space, carrying the user releases the emotions, to express their views recorded the value of life and aspirations, this also means that micro-Bo is an important stage to express their roots.
The survey also showed that different generations have some motivation differences between the 70 man division after the micro-Bo Shang Hao, manufacturing depth topics, 80 topics on the microblogging and active participation is high, 90 is basically entertainment. 70 is entered after the success of the generation, sharing ideas for information, relax, needs to expand personal networks than other groups; 80 after a struggle between life and career is a generation, with a stronger desire for self-expression record of life diary, share information, to relax the demand for more intense; the 90 most have not yet left the campus group of young people, sharing, learning, development of interpersonal needs are not as after 80 and 70 after the strong, through the micro-Bo resolve boring Some need to be more effective.
news from around feeling to have everything
2010 年 8 months, GroupM Sinomonitor China in Beijing, Shanghai, Guangzhou, Chengdu, Shenyang, Xi'an 6 City 900 15 to 55 years carried out jointly microblogging users online survey also found that attitudes in the use of self-interest dominated, user behavior microblogging also showed concern about the natural characteristics of self.
The survey shows that micro-blog users to publish content on an individual led the release of the contents of the top three were recorded daily mood (select rate of 61.3%), hobbies (select rate of 52.9 %) and the occurrence of events in their side or news (selected rate of 49.7%), so every day from their own feelings, personal interests and hobbies of the information, and further extended to the surrounding events or news, which makes each person emotions, and for first-hand news around the micro-blog in real time as the flow of information.
The survey also found that public information released by micro-blog in order to fully own and original content-based micro-Bo, accounting for 54.2%, user-generated content on the performance of the micro-Bo even more vividly, and 11.9% of the users will also forward written by someone else to it, and from the homemade to the forward, microblogging form a new chain of transmission of information, as long as some of the micro-blog has been forwarded to you can quickly make information is spread.
no doubt contributed to some extent microblogging also the rapid development of civic journalism, everyone can use microblogging site reports, and those who see other people who sent microblogging, the message is a natural communicator, which directly inspired the public to actively participate in the activities of news media and self-confidence.
investigation from this point of view, the content of micro-Bo Versatile audience attention from the social news, celebrity speech, life, knowledge, gossip and even the friend dynamic, live entertainment, are within the scope of the concern, but microblogging users are concerned about the topic forwards and comments, then have the common feature is a
The survey also found that objectionable content microblogging relatively few users, the most prominent is the false information and network abuses. This shows that both the Government and enterprises, to micro-blog on communication and interaction with consumers, we must learn to lower the figure, with more user-friendly way to communicate with the public.
also require attention, the audience is usually the most willing to forward the contents of the video, pictures, sound, and forms, this is also the audience often comment on the content, so the text with the contents of the dynamic feel of the micro-Bo more transmission power.
From this perspective, micro-Bo is a more integrated social media platform, in this platform, a video, with music, pictures, from BBS / forum posts and interesting piece, microblogging naturally become a new Internet information integration and distribution center, which the user is not only a micro-Bo creator of the Internet age of information has also become a porter, a number of information collection in micro-Bo, and finally was distributed to different users, thereby subverting the traditional mode of information dissemination.
microblogging news posted on a higher trust
microblogging have also changed many people's Internet habits, the first stop of the Internet over the past many people are news.
Sinomonitor using the world's leading online research firm SSI's online sample library, Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, Shenyang, Xi'an, Hangzhou and eight cities 4306 microblogging users to investigate and found that the use of micro-Bo, the first leg of Internet users first login to the proportion of micro-Bo for nearly 20%, almost equal to instant messaging and e-mail preferred position.
The survey also found that slightly more than Qi Cheng Bo user, there will be microblogging as an important platform for news, microblogging further highlighted in the media effect. More noteworthy is that, there Liucheng about users on a microblogging clear that people can believe the press release, including 50.7% of users said to believe that 10.5% of that is that.
and a lot of people think that microblogging is the tens of millions more users, prepared in accordance with the contents of their intentions, how can the objectivity? But, in fact, the information published microblogging provide news clues in the same time, playing the first dissemination of information As 140 character limit, many users publish information in advance when information filtering, will consider how both the short and accurate expression of information within the space, but also caused a great sensation, which means that the user has entered the same time publish information edited selection of information, modification and compression process, and because everyone in the micro-Bo and hope that their content will be forwarded or concerns, leading to micro-blog content itself closer to the truth. Leads to micro-blog as a news can quickly get to the truth of information and useful information, which is microblogging for the news media have a greater value.
The survey shows that micro-blog news on the topics of concern were the top five are: social news, political news, entertainment news, consumer news, health news, press, more than half of these micro- Bo users expressed interest.
addition, generational differences from the point of view, 70, 80 and 90 after the interest in terms of the attention in the news, there is a big difference. 70, in the community, current affairs, health, and other aspects of financial news, concerns were higher than other groups; and 90, just in entertainment, celebrities, games, news out of the public to demonstrate their interest in degrees. As for 80, usually, the interest for news between between 70 and 90.
microblogging will bring new public discourse space
As of October 2010, the Chinese micro-blogging service, access to subscribers has reached 1.2 million, the number of active registered users exceeded 65 million, more agile in the use of new media, a wide range of today, micro-blog is to bring new Chinese public discourse space, is also changing the information, media, and even government public service information transmission.
microblogging so that each of the Chinese public has access to public discourse possible. In the current period of social transformation in China, all social classes want their own to express the interests and aspirations, and no doubt to the Chinese microblogging platform for public expression, and in all media platforms, microblogging played a role in setting the question, grassroots level through a variety of issues, and gradually involved in the processing of social affairs which broke the past only certain groups can decide class status, microblogging out of the public nature of the show, so that each of the public are entitled to a public voice. This public discourse will also be sticky as people increase in microblogging, microblogging, and the expansion of the circle like microblogging platform to strengthen the influence gradually expanded.
microblogging as a new media communication tools and important channel of information dissemination, communication and public opinion will become an important platform for the Government. June 3, 2010 morning, the Guangzhou Public Security microblogging posted a message: leaders attach great importance to the command rushed to the scene and immediately treat the wounded and rounded up suspects and so on. can spread extremely fast through new media - microblogging to publish news, is a huge step forward, not only is a particularly good opportunity to communicate, leaving the people in the government micro-Bo emergencies and public crisis in the increasingly important role played by more expectations placed, micro-Bo will be open in the future of our government to assume an important role.
microblogging in certain channels for the smooth flow of positive public opinion, while the spread of fission micro-Bo has also brought new management challenges, microblogging is not a point spread, point spread across, and is the widespread dissemination of fission, a person can be the micro-Bo Especially when the microblogging opinion is increasingly becoming emergency communication center, also on the governmental authorities in the capacity of handling public emergencies, ability to use new media to challenge how the Government will be proactive, timely and open disclosure of information to all users, will be faced by the Government of microblogging application and management problems.
information, whether as a publishing platform, or the grass show field, the official endorsement, and both highlight the micro-Bo in the dissemination of information brought about by changes in impact on the way people communicate, and it is profoundly changing the world. As the Internet trend in his new book, Israeli researchers Shell In this driven by the micro-Bo, the exchange time is coming, if we have not been able to keep up its pace, then it may be abandoned in this era.
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