Weibo is not only an intermediary of information dissemination, but also a network of social mobilization. With the help of public platforms, information dissemination makes? Because the media makes it possible. At the same time, Weibo's network structure and viral diffusion mode are incomparable advantages of traditional media.
Weibo is gradually changing the news production, reporting process and marketing mode of traditional media. Some notable phenomena and trends include:
1. The professional competence of traditional media is still the core competitiveness.
First of all, relative to speed, the accuracy of information on Weibo is worth asking. The person who posted the news may have a specific purpose: to crack down on competitors or to gain more attention from fans. Even if these factors are excluded, they have no energy and ability to identify the authenticity of information, and it is easy to publish or help spread some false information. Most people have a dubious attitude towards the information in Weibo. Therefore, the news media, which specializes in processing information, still undertakes the function of checking whether the information is true or false. The authenticity requirement of information cannot be overwhelmed quickly, and these two requirements complement each other. When something big happens, people still expect authoritative voices from traditional media. This kind of tested and verified news is the news that people can dispel the uncertainty. The requirement of society lies in the expectation of news authenticity. Information has the characteristics of water under the bridge, and once it is transmitted, it is difficult to correct it. The fake news that broke out in Weibo is powerful and harmful. We also see that there are often special people to correct sentences, but not everyone who has been exposed to the wrong information before can get the corrected information.
2. Trust is the key word of the media, and credibility is the cornerstone of success.
Weibo is an instant publishing platform, and the pages of media or media people are another one? Resume? . Through these? Resume? Viewers choose their own gatekeepers. The audience's choice of media, even journalists, is based on the belief that media can provide real scenes reflecting the world. No matter what technical conditions, credibility is still the major premise of news dissemination. In Weibo's world, the chain of trust is clearer, which is reflected in the number of reposts and fans. It is the cornerstone of the development of traditional media and new media to establish their own credibility image and maintain their own credibility.
3. The spread of Weibo has its limitations and is restricted by the external environment.
Any media plays a role in a certain social environment, and the mobilization function of Weibo needs the relay of traditional media and the intervention of relevant departments. Society, politics and economy all require news reports: economically, although the sender of information does not need economic feedback, there is no situation that secondary sales are controlled by economic forces, but Weibo operators, as the main operators, must consider economic security; Correspondingly, it is politically correct and prudent, because this is the fundamental requirement for conducting business activities in China and even any country. Sina's huge editorial team is responsible for reviewing Weibo's comments. Some sensitive topics will be deleted, which is the obvious boundary of any media. The power of online public opinion in promoting reality should not be underestimated, but it is not without boundaries. At present, the number of users using Weibo in China is still limited, and its social influence is bounded.
In the concrete news operation, Weibo online people are everywhere, and breaking news anytime and anywhere is becoming an increasingly important source of information for traditional media. Following the hot spots in Weibo has become a basic news operation, and traditional media will take a back seat in timeliness. The second point of sorting out information, discriminating information, strengthening depth, paying attention to interpretation and handling news will become the main coping strategies.
In addition, some scholars pointed out that in China, the significance of Weibo's breakthrough in regulation and the struggle for social participation deserve attention. In fact, Weibo, as a marginal breakthrough communication weapon, has the characteristics of universal participation and instant release, which makes it possible to break through the information control to some extent, arouse public onlookers, and then expand the space of public opinion. Once a major news event spreads in Weibo, the pressure of public opinion will force the parties to clarify that the news that could not be reported originally due to various pressures may eventually be reported.
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