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The media ecology study of the micro- blog

Author: JiWeiHua
Tutor: HanZuo
School: Northwestern University
Course: Communication
Keywords: Micro - blog Media Ecology Interaction between Development strategy
CLC: G206
Type: Master's thesis
Year: 2011
Downloads: 892
Quote: 4
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Abstract


Internet as a new media forms , the micro- blog began in 2006 , but the development at an alarming rate , the micro - blog the advantage of its innovative integration of communication become a new media forms . But in the process of development of the micro - blog also facing many problems , such as content integration issues , the issue of information gatekeepers , the profit model problems and development of uncertain issues , these issues are cause for concern and controversy in the academic community and the industry , may also be become an obstacle to the development of micro - blog . This study the micro- blog in the media ecology environment to explore and analysis, in order to be able to clear the micro - blog in which the media environment , and then give some of the strategies adopted in the process of the development of micro- blog . Qualitative research , combined with some of the quantitative research , the microblogging General considerations on the basis of empirical research , the paper elaborated the literature review and illustrations law , starting from the introduction of media ecology theory and the defining characteristics of the micro - blog . Text of the medium in which the micro- blog system and policy environment , the ecological environment of the industry , audience environment and advertising resources and the environment are analyzed , and analyzed at the same time more typical interactive relationship between the various factors in the media ecology . On this basis , the elements of the media environment to promote the development of micro- blog or inhibit relations , the feasibility of the development of micro- blog in the country strategies and approaches . Determine the development of the micro- blog positioning under the premise , pioneering microblogging profit model ; uncertainty for national policy to address the information checks ; creating the characteristics of domestic micro - blog , to avoid the homogenization of the development model .

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Information and communication theory > Communication Theory
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