微博的传播效果分析.doc

摘要:本文运用的研究方法主要有观察法、文献研究法、个案研究法等研究方法。新浪微博作为本文的研究对象，对微博的传播效果进行分析。简要介绍了微博的概念与微博发展。微博的特点有很强的自主性和选择性、影响力有弹性、短小精悍、信息共享迅速便捷。微博与传统媒体的比较。微博与传统媒体相比的优势：发布自由、发布迅速、人性化互动、内容丰富。微博与传统媒体相比的劣势：虚假信息、缺乏权威性、缺乏深度。本文的主要内容是对微博的传播效果进行分析。微博对“议程设置”功能的影响，微博虽然和传统媒体一样具有“议程设置”功能，但是在微博上“议程设置”功能对人的影响比在传统媒体上低。微博对“沉默的螺旋”的影响，在微博上虽然同样存在“沉默的螺旋”，但是与传统相比，微博上的“沉默的螺旋”对人的影响相对较低。在使用微博的过程中，人与人之间的“知识沟”会越来越大，而不是越来越小。微博由于具有简单易操作等特点，使微博特别适合虚假信息的传播，微博上的虚假信息比传统媒体上更多。微博与传统媒体一样，对客观现实的反映不是“镜子”式的再现，而是形成一个“拟态环境”，用户根据“拟态环境”从而产生行动。微博是人体的延伸，微博扩展了人的认识能力，使人的视觉、听觉、抽象思维能力都得到延伸。

关键词：微博 传播效果 议程设置 

ABSTRACT:In this paper, observation, literature research, case studies and other research methods to Sina microblogging, for example, the spread of micro-Bo analysis of the effects. Briefly introduced the concept of microblogging and microblogging development. Microblogging features are very strong autonomy and selective influence flexible, dapper, information sharing quickly and easily. Microblogging comparison with traditional media. Compared with traditional media microblogging advantage: freedom to distribute, publish quickly, humane interactive, rich content. Compared with traditional media microblogging disadvantages: false information, lack of authority, lack of depth. The main content is the spread of micro-Bo analysis of the effects. Microblogging "agenda setting" function, though, and traditional media microblogging as having "agenda setting" function, but on the microblogging "agenda-setting" function impact on people than on traditional media is low. Microblogging on the "spiral of silence," the impact on the microblogging although there are also "spiral of silence", but compared with the traditional micro-blog on "Spiral of Silence" effect on people is relatively low. In the use of micro-Bo in the process, the interaction between the "knowledge gap" will become increasingly large, rather than smaller. Microblogging With simple and easy to operate and so on, especially suitable for the micro-Bo dissemination of false information, false information on the microblogging more than traditional media. Microblogging with traditional media, like the reflection of objective reality is not "mirror" type of reproduction, but the formation of a "mimetic environment," the user according to "mimicry environment," thereby generating action. Microblogging is an extension of the human body, the human microblogging extended cognitive ability, people's vision, hearing, abstract thinking capabilities have been extended.

Keywords: agenda setting； microblogging ；dissemination of results

微博的使用非常方便，在任何时候任何地点都能发表微博，比传统的媒体更加及时。在新闻的报道发面，微博往往可以在新闻现场同步进行报道，使新闻在第一时间传递给受众，使新闻更加具有及时性。微博用户都是一些普通网民，没有像专业的记者或者编辑一样经过严格的训练，所以在报道新闻方面和发表一些对某些事情的看法的时候，难免会以偏慨全，脱离事实真相。另一发面，虽然微博用户没有经过专业训练，但是反而能不受规则的束缚，可以从各个角度看待问题，得出各种各样的结论。这是一些微博传播比较明显的效果，但是却不是最重要的效果。最重要的效果是对微博用户心理和思维模式的影响，在微博的影响之下，人们的心理和思考问题的方式发生了变化，甚至对人的潜意思也有影响，人在不知不觉中按照“微博思维”思考问题，这是一种“碎片化”的思维模式，把各种像碎片一样的信息融合在一起，形成自己的看法。这与传统的“推理”和“演绎”的思维模式截然不同。