关于媒体微博应用情况的比较研究——以中山日报微博、中山商报微博、南方都市报微博为例

近年来，网络技术的高速发展使得互联网络覆盖范围不断扩宽，传统媒体要在这个时代中寻求突破，与新媒体的融合则成为传统媒体未来发展的必然选择。新媒体种类繁多，但在众多新媒体中拥有庞大用户数且网络体制比较完善的莫过于新浪微博。现今不少传统媒体都纷纷扎营于新浪微博，据统计全国认证的媒体新浪微博超过11万个。而传统媒体如何与新浪微博融合走出自身局限，研究媒体微博应用情况就是笔者今次的课题。
    本文运用案例分析法，以“南方都市报微博”、“中山日报微博”以及“中山商报微博”作为研究样本，并从它们的微博定位、微博数量、微博粉丝数、微博内容以及更新速度等等进行分析媒体微博的应用情况。并从中找出媒体微博在运营中的优异点以及运营中存在的失误。最后，通过各层面的研究找出媒体微博未来的发展道路。
    
关键词：新浪微博；比较研究；中山日报微博；中山商报微博；南方都市报微博
 
Comparative research on application of media microblog——
Take weibo of Zhongshan Daily, weibo of Zhongshan Economic Daily and weibo of Southern Urban Daily for example

Abstract

In recent years, rapid development of network technology leads to continuous expansion of coverage scope of Internet. For making breakthrough, traditional media should be integrated with new media, which is an inevitable choice for future development of traditional media. Of various types of new media, weibo gains a huge number of users and has a perfect network system. Currently, a lot of traditional media are rooted in weibo. According to statistics, certified weibo have exceeded 110,000. How to integrate traditional media with weibo to remove its self limitations and study the application of media microblog is the research theme of the author.
The paper uses analysis method, sets the weibo of “Southern Urban Daily”, “Zhongshan Daily” and “Zhongshan Economic Daily” as research samples, and analyzes from their weibo positioning, weibo quantity, number of weibo fans, weibo content, update speed and so on to get the application condition of the medias. And the paper aims to find out the advantages and disadvantages media on weibo and their existing mistakes in operation. Finally, by all levels of research, the paper proposes a future development road for medias on weibo.  

Key words: Weibo; Comparative research; Weibo of Zhongshan Daily; Weibo of Zhongshan Economic Daily; Weibo of Southern Urban Daily

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