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micro-blog

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Social platforms for sharing short real-time information
open 9 entries with the same name
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micro-blog (Micro blog) refers to a kind of broadcast based on user relationship information sharing, dissemination and acquisition, which shares short real-time information through the attention mechanism Social media 、 network platform 。
Weibo allows users to Wap , Mail, App, IM, SMS and users can move through PC, mobile phone and other mobile devices Terminal access , in the form of text, pictures, videos and other multimedia forms Instant sharing Communication interaction.
August 2009 Sina Launched the internal beta of "Sina Weibo", becoming the first website to provide microblogging services among portal websites. In addition, Weibo also includes Tencent Weibo ， Netease Weibo Etc.
On the evening of March 27, 2014 Sina Weibo Announce renaming to“ micro-blog ”, and launched a new LOGO logo, and Sina's color gradually faded. Unless otherwise specified, "Weibo" refers to Sina Weibo. On August 8, 2018, "Weibo" won the Best Operating Effect Award of the Year. [1]
Chinese name
micro-blog
Foreign name
MicroBlog
Definition
Social network platform for sharing short real-time information
Alias
Microblog

catalog

  1. one Development history
  2. two Platform features
  3. ▪ Convenience
  4. ▪ Communication
  5. ▪ originality
  6. ▪ Extensive entertainment tendency
  7. ▪ Active Users
  8. three Well known platform
  1. ▪ Twitter
  2. ▪ Sina
  3. ▪ tencent
  4. ▪ Netease
  5. ▪ Sohu
  6. four Positive effect
  7. ▪ Communication between government and people
  8. ▪ Public welfare participation
  1. ▪ Promote public events
  2. ▪ Repudiation and information disclosure
  3. ▪ Stimulate local economy
  4. ▪ Promote social culture
  5. five Negative effect
  6. ▪ Microblog onlookers
  7. ▪ "Homogenization" effect
  8. ▪ "Circulate" effect
  1. ▪ "Micro content" effect
  2. six Regulations
  3. ▪ Real name system
  4. ▪ Network Security Law
  5. ▪ Management regulations
  6. seven Hot people

Development history

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Sina Weibo
The earliest and most famous microblog is the United States Twitter 。 In March 2006, blog technology pioneer blogger founder Evan Williams (Evan Williams) Big Weibo Services. At the initial stage, this service was only used to send text messages to friends' mobile phones.
In May 2007, there were 111 similar cases calculated internationally Twitter 's website. However, the most noteworthy is Twitter, which was launched in 2007 Texas Austin South Africa Southwest Conference won Blog Class website award. Twitter's main competitor yes Plurk and Jaiku 。 Later, micro blog New services Features continue to emerge, such as Plurk time axis You can watch the integrated video and photo sharing, Identi Pownce It integrates microblogging, file sharing and event invitation. The popularity of Twitter abroad has finally made some people in China unable to sit still.
from xiaonei Starting Wang Xing Sell the enterprise to Qianxiang Interaction Later, in May 2007, it created China's first social network with microblog color Fanfo.com , and tencent As a company with 410 million QQ Users' enterprises, seeing the strong demand of users for publishing their own status at any time and anywhere, could not help but try. On August 13, 2007, Tencent went online in torrents.
Since the middle of July 2009, a large number of domestic established microblog products（ Meal No , Tencent Taotao, etc.) stopped operation, and some new products began to enter people's vision, such as the open Jiwai, which opened in June Follow5 9911 opened in July and Sina Weibo opened in August, of which Follow5 was on July 19, 2009 Sun Nan Dalian The debut at the concert was the first time that microblogging was introduced into a large-scale performance activity in China, which is quite similar to the development of Twitter in those years.
August 2009 China Portal Sina Launched the internal beta of "Sina Weibo", becoming the first portal website to provide microblogging services, and microblogging officially entered the vision of mainstream Chinese Internet users. With the increasing popularity of microblog among netizens, various popular online words born in microblog have also become popular on the Internet, and microblog effect is gradually taking shape.
By 2009, microblog, a brand new term, will sweep the world and defeat Obama A, A and other nouns have become the most popular words in the world. What followed was a battle for popularity in the microblog world. A large number of celebrities were recruited by major websites. Celebrities from all walks of life also gathered popularity in the online world on the microblog platform. Similarly, new communication tools also created countless grassroots heroes, from obscurity to new words Disseminator , often only overnight Number language 。
In 2010, the domestic microblog ushered in the spring, and microblog sprung up like mushrooms. All four portal websites have microblogs. According to relevant public data, as of January 2010, this product has reached 75 million in the world Registered user 。
On July 19, 2011, China Internet Network Information Center （ CNNIC ）Publish《 The 28th Statistical Report on Internet Development in China 》, the report shows that in the first half of 2011, China Weibo users increased from 63.31 million to 195 million, an increase of about twice. The role of microblog among netizens Penetration rate From 13.8% to 40.2%. From the end of 2010 to the present, mobile microblog has been widely used among netizens Usage The proportion increased from 15.5% to 34%.
In January 2012, according to China Internet Network Information Center (CNNIC) report shows that by the end of December 2011, the number of microblog users in China had reached 250 million, an increase of 296.0% over the end of the previous year, and the utilization rate of netizens was 48.7%. The rapid rise of microblog has become an important part of netizens information acquisition channel [2] 。
As of March 2013, the number of registered users of Sina Weibo reached 503 million, thanks to the preemptive advantage Strategy implementation They were also quite thorough, so they got the status. In just a few years, Sina Weibo has created a "golden egg" worth billions of dollars for Sina.
As of June 2013, the number of microblog users in China has reached 331 million, and more than 97% of central government departments, 100% of provincial governments, and more than 98% of municipal government departments have opened microblogs Government Portal ， Governmental microblog There are more than 240000 authentication accounts. Weibo alone publishes and forwards more than 200 million messages every day. [3]
On January 16, 2014, China Internet Network Information Center (CNNIC) Released the 33rd time in Beijing《 Statistical Report on the Development of Internet in China 》It shows that in 2013, the utilization rate of microblog, social networking sites, forums and other Internet applications declined, the number of microblog users decreased by 27.83 million compared with the end of 2012, and the utilization rate of microblog decreased by 9.2% compared with the previous year Instant messaging The number of users has increased to 532 million driven by the mobile terminal.
At 9:30 p.m. on April 17, 2014, Sina Weibo was officially launched NASDAQ [4] 。
On July 23, 2014, tencent Officially announced that Tencent And Tencent Weibo Team integration and exit from Weibo [5] 。
On November 5, 2014, Netease Weibo It is announced that it will be closed soon. Netease Weibo page reminds users to migrate to Light Blog To save the original content, which means Netease Weibo Will no longer exist [6] 。
According to the report released by CNNIC, as of June 2014 Number of users It was 275 million, and the utilization rate of Internet users dropped 1.9% from December 2013. Microblog and social networking sites became two products with declining user utilization. The number of users of microblog in its heyday was 330 million, and the utilization rate of netizens reached 56%. Since then, microblog has been in a declining state.
and Sohu Weibo In 2010, Sohu Board of Directors Chairman and CEO Zhang Chaoyang It claims to surpass Sina Weibo, but there is almost no voice in the market recently. [7]
In January 2015, Weibo opened the 140 word publishing limit for Weibo, which can be less than 2000 words. On January 28 Weibo member The trial permission will be open to all users of microblog on February 28.
May 16, 2017, the first quarter of 2017 Financial statements It shows that Weibo is in the first quarter of the month Active Users It increased by 27 million to 340 million, exceeding the level of Twitter in the same quarter. [8]
On August 19, 2019, Weibo (WB. US) Q2 users grew strongly. It is expected that Q3 net income Year on year growth 6%。 [9]
On February 26, 2020, Weibo (WB. US) Q4 Net profit The stock price of USD 95.1 million fell by more than 14% before the opening as expected [10]
On September 24, 2021, Weibo was submitted to Hong Kong in a confidential form Second listing The application may raise about $1 billion element [35] ; On November 18, Weibo passed HKEx Listing hearing , about to log in Hong Kong shares Market. Previously, the company was listed on NASDAQ in April 2014; As of November 19, the valuation of Weibo on NASDAQ was $9.515 billion [36] 。
On December 8, 2021, Weibo Co., Ltd Official listing Hong Kong Stock Exchange , share code is "9898", Issue price HK $272.8 per share, 11 million Class A shares issued common stock 。 [38]
On August 22, 2022, according to "microblog administrator", Personal homepage After the display comment function is launched, the public comments of users under the microblog published by the media account and the government account will be regarded as the public comments in the public space and displayed on the user's personal homepage. This function will be launched in a small scale for some users in the near future. At the same time, the platform will optimize relevant functions according to the test feedback, and will gradually target more users after the test is completed to open up. [39]

Platform features

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Convenience

Weibo provides such a platform that users can browse information of interest on Weibo as viewers; You can also serve as a publisher to publish content on Weibo for others to browse. The content released is generally short, such as the 140 word limit, hence the name of Weibo. You can also publish pictures and share videos. The biggest feature of microblog is that it releases information quickly, Information dissemination Is fast. For example, users have 2 million listeners（ fans ）The information released will spread to 2 million people in an instant.
Secondly, there are many kinds of microblogs API A large number of users can update their personal information in real time through mobile phones, networks and other ways. micro-blog Website instant messaging It is very powerful. Where there is a network, you can update your own content as long as you have a mobile phone.
Class in some large Emergencies Or events that attract global attention. If there is a microblog present, it will be published on the microblog by various means Sense of presence And the speed, even more than all media.

Communication

Weibo is grassroots and widely distributed on desktops, browsers and mobile terminal On multiple platforms. Traditional media Have larger Economic scale And "a huge, arrogant organization". However, microblog, as a "grassroots media", does not have any "threshold" Citizenship Can join. [11] There are many kinds of microblogs business model Coexistence, or the possibility of forming multiple vertical subdivisions. Weibo, which obeys the logic of publicity, is free to browse, and focuses more on the content and influence of Weibo Source The selection, topics of concern and construction of personal narrative framework can maintain a certain degree of independence, thus changing the development of media Power mode [11] 。
On Weibo, information acquisition With strong Autonomy , selectivity. Users can choose whether to "follow" a user according to their own interests and preferences and the category and quality of the content published by the other party, and can also "follow" all User group Classify; The influence of microblog publicity is very flexible and highly related to the content quality. Its influence is based on the number of users being "followed". The attractiveness of information released by users News The stronger the user is, the more people are interested in and concerned about the user, and the greater the influence.
Microblog information sharing is convenient and fast. Information can be published instantly at any time and anywhere through various network connected platforms Information Delivery It is faster than traditional paper media and online media.

originality

On the microblog, the 140 word limit has brought civilians and Shakespeare to the same level, which has led to the explosive production of a large number of original content. Dr. Li Song believes that the emergence of microblogging has epoch-making significance and truly marks the arrival of the era of personal Internet. The emergence of blogs has transformed the Social media Has made a big step forward, public figure They began to build their own online image. However, the image on the blog is still the performance after makeup. The creation of blog posts needs to consider the complete logic. Such a large workload becomes a heavy burden for bloggers. The "silent majority" found a stage to show themselves on the microblog.

Extensive entertainment tendency

Some scholars from Weibo hot topic , real-time Hot search It was found that the content and Communication mode Both exist Extensive entertainment Tendency. The specific performance is as follows: 1. The main body of microblog hot search has become a star; 2. Take "entertainment", "emotion" and "constellation" as Hot search keywords People's livelihood political news was diluted; 3. Spoof Propagation symbol , highlighting "image perception"; 4. The entertainment of microblog event comments deviates from the original intention of news communication. [30]
People's Network Public Opinion Data Center director Public opinion analyst Li Yang wrote that the entertainment tendency of microblog is manifested as: softening content, harming meaning with culture, improper ridicule, and vulgar style; [31]
The harms of the tendency of microblogging to become more entertaining include: 1. It is easy to generate a large number of rumors and rumors, which hinder the virtuous circle development of microblogging as a public space; 2. It is easy to fall into the illusion of national carnival and make users lose Independent thinking The ability of rational criticism; 3. Easy to degenerate into Youth subculture Erode China mainstream culture The main site of; [30]

Active Users

As of September 2021, microblog month Active Users 573 million, 94% from mobile terminals; The number of daily active users reached 248 million. At the same time, there are 4.4 million verified accounts on Weibo, including celebrities, KOL, corporate partners and media institutions. [36]

Well known platform

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Twitter

Twitter
It is no exaggeration to say that all microblogs in China are Copycat edition Of Twitter 。
Twitter originally means twitter of birds in English, and users can use it like SMS Hundreds of tools to update information. The emergence of Twitter has brought the world's eyes into a small world called microblogging. Twitter is a social network and microblogging service. Users can use SMS, instant messaging E-mail , Twitter website or Twitter client software (such as Twitter rific) input 140 words of text updates at most, Twitter is Flow statistics Rated as the most popular 50 network application one of.
Because microblog is backed by Sina.com 、 Tencent Such old and strong domestic Well known network Media has unique advantages. In other words, the media gene of microblog is better than Twitter Come deeper; On the other hand, the emergence of microblog has enabled domestic netizens to have an independent and relatively free voice channel, and many first-hand news and even big news come from grassroots. Under the domestic media environment with strict supervision, the attribute of microblog appears Precious , regardless of wealth or poverty.

Sina

Sina
Sina Weibo is a microblog service website launched by Sina.com. In terms of promotion strategy, Sina Weibo Celebrity effect Pull. Users can publish text, pictures and linked videos through web pages, mobile terminals, etc Instant sharing 。
Since its birthday, Sina Weibo has applied for "Weibo", "Weibo", "weibo" and other trademarks. In 2011, the domain name was changed to weibo.com.
On March 15, 2014, Sina Weibo submitted Prospectus In, the name is set to "Weibo Corporation", and the logo only has the word "Weibo". [12]
On March 27, 2014, the original Sina Weibo has been changed to "Weibo" Sina Separation and dilution for independent listing“ Sina ”Brand.
Sina Weibo
According to《 Wall Street Journal 》It is reported that on the morning of April 17, 2014 local time, Sina Weibo (Nasdaq: WB) officially landed in the United States NASDAQ Stock Exchange ， Microblog listing On the first day, it rose 19% to close at $20.24, with a market value of $4 billion. [4]
On May 16, 2017, the financial report of Weibo for the first quarter of 2017 showed that the monthly active users of Weibo increased by 27 million to 340 million in the first quarter, surpassing the level of Twitter in the same quarter. [8]
The latest financial report of the second quarter of 2018 on Weibo shows that the monthly number of active users (MAUs) in June 2018 increased by about 70 million from the same period last year, reaching 431 million. 93% of the monthly active users are mobile users. The revenue was 426.6 million US dollars, up 68% year on year; The net profit attributable to Weibo was $140.9 million, up 92% year on year. [13]
On December 1, 2021, Sina Weibo Community management Official microblog releases community announcement: to deepen implementation Network Civilization Build relevant requirements, continue to promote the "clear and bright" action, and optimize the community atmosphere and environment. Basis《 Microblog Community Convention 》According to relevant regulations, if the station requires nicknames with obvious vulgar or insulting words, such as "Second Goods", "SB", "Sneaker" and "Niang Pao", the nickname will be changed within one week from today, and the deadline is December 8. If the account is not changed as required, the nickname will be deleted and the periodic prohibition will be imposed.
The construction of network civilization needs to start from every detail, and work hard for a long time to form a good Civilized community Ecology. The microblog platform will earnestly fulfill the corporate responsibility and actively guide users to use the Internet in a civilized manner in accordance with the norms of Internet civilization Civilized Internet access , promote Cyberculture Benign Development, Jointly Create a Civilized and Healthy Online Spiritual home 。 [37]

tencent

Tencent Weibo
Although microblog is hot, its style is totally different from Twitter. Chinese people do not like privacy but liveliness. Weibo is not so much a circle of friends as a circle of friends Vermicelli factory 。 Just because of well-known reasons, microblog has become a collective entertainment square for netizens, a battlefield for crusade, and a public classroom for intellectuals to enlighten.
Tencent Weibo The word limit is 140 words. It has a private message function and supports web pages, clients Mobile platform , supports dialogue and rebroadcasting, and has image upload and Video sharing And other functions. Simplified Chinese is supported, Traditional Chinese And English. In the design of "rebroadcast", the forwarding content is independently limited to 140 words, and the reply type @ is similar to that of Twitter, which is the same as most domestic microblogs. In addition, Tencent Weibo encourages users to create their own topics, and can directly query the account in user search. Weibo and IM are two different platforms. With a strong QQ platform, Tencent does not intend to Tencent Weibo It is launched as a strategic product, but more to curb competitors Strategic defense Role of.
Tencent has nearly 750 million registered QQ users and about 300 million active users. These people are easily influenced by the trend and open Tencent Weibo. Through Tencent Weibo, we can communicate with QQ friends Share information with other users on Tencent Weibo. Enterprise users can quickly expand the popularity of enterprises and improve their reputation after they register with Tencent's official microblog and get certification Enterprise core competitiveness 。 Individual users can also promote themselves on the microblog platform through Tencent Weibo Social events Disclosure comes from microblog platform.
University education platforms have also been established, such as the University News Brother The development of microblog system has promoted China education The pace of informatization development. On March 31, 2012, Tencent Weibo Tencent Education The "Micro talk on Teaching - New Media Development Forum for Zhejiang Universities" was successfully held in Hangzhou, Zhejiang Province. This forum is specially invited to Zhejiang Head of the Organization Department of the Provincial Party Committee Cai Qi, People's Government of Zhejiang Province Vice Governor Zheng Jiwei, Department of Education of Zhejiang Province Deputy Director Bao Xuejun Talk with leaders of colleges and universities University Weibo Develop and exchange advanced experience, so that microblog can better serve universities and students.
University News Brother The construction and development of microblog system is an innovative test of Tencent Education for the development of new media on campus. Promote a group of images Communication University of China Nanguang News Brother 、 Fudan University The birth of excellent news brothers such as News Brother. It is of great significance to further promote the development and popularization of new media in colleges and universities. Microblog allows colleges and universities to occupy the highland of public opinion discourse power 。
"News Brother Comes" is a microblog launched by Tencent Education Campus Channel and Tencent Weibo for college campuses event planning , University News Brother Official blog The campus microblog ambassador of Tencent is responsible for the operation and maintenance. Based on the university and relying on Tencent, it provides the most favorable platform for universities to show their style and image to the whole country.
In May 2010, Tencent Weibo was officially launched. By 2014, Tencent Weibo had survived the battle of microblogs of major portals, and gradually became chicken ribs 。 In the 2011 financial report, Tencent said: "Tencent Weibo has achieved significant growth in 2011... becoming the largest microblog in China." However, in 2012, it became "as the growth of microblog users in China slows down, we are looking for Tencent Weibo and WeChat To highlight our characteristics. " In the first quarter of 2013 financial report, the daily average active account of Tencent Weibo has dropped to 81 million from the highest point of 94 million at the end of the third quarter of 2012. After that, Tencent's financial report described Weibo in only a few words. By July 23, 2014, Tencent network media business group Strategic adjustment , integrating Tencent and Tencent's microblog team, officially announcing that Tencent's microblog business has declined in the internal position of Tencent. [5]
On September 5, 2020, Tencent Weibo officially announced that it would stop service on September 28. [14]

Netease

Netease Weibo
Netease Weibo Is inherited Twitter Of simple style , whether from color layout or Overall design You can find the feeling of Twitter on Twitter. In terms of interaction, it abandons the tedious function of Sina Weibo to reply and remind. Compared with the comment embedded in Sina Weibo, NetEase Weibo adopts the form of @ for friendly communication between users. In terms of information reminders, different from the small reminders on the right side of Sina Weibo, the use of Twitter style Ajax refresh free horizontal bars has greatly expanded the clickable range. As for the quick insertion function of topic search, a single # such as "# topic" is more convenient and easy to use for users to insert topics than the "# topic #" of Sina Weibo. At the same time, # feedback will be placed in a more prominent position under the content box. It can be seen that Netease Weibo places users' suggestions and opinions in a very important position.
NetEase Weibo started its internal test on January 20, 2010. As of October 2012, the number of users of NetEase Weibo reached 260 million. However, since then, NetEase has rarely disclosed the public data of Weibo. The main active users of Netease Weibo are public accounts, while the Weibo published by Netease Entertainment and other accounts has the functions of forwarding, commenting and liking Hits Almost zero. Netease Weibo announced that it would be officially closed after Tencent withdrew its microblog business, according to the Voice of Economy's Tianxia Finance. On November 5, 2014, NetEase Weibo page reminded users that they would migrate to Light Blog LOFTER To save the original content means that Netease Weibo will no longer exist. [6]

Sohu

Sohu Weibo
Sohu Weibo yes Sohu If there is a function under the Internet Sohu Pass , you can log in to Sohu Weibo and directly enter your account to log in. You can share the interesting things and sudden feelings in your daily life with your friends in a sentence or picture on the Internet.
Following the withdrawal of Netease and the release of Tencent, Sohu Weibo is still "competing" with Sina Weibo in the microblog battlefield of the four portals. CEO of Sohu Zhang Chaoyang Personally admitted the failure of Sohu Weibo and proposed innovative strategies. His latest Sohu Weibo stayed on March 3, 2014 for Sohu Video And Tencent Video Incorporated to refute rumors. [15]
In November 2014, Sohu Weibo entered the "half give up" state. Search for "Sohu Weibo", and the results will be oriented“ Fox friends ”App - a Zhang Chaoyang Leading design Social products. [14]

Positive effect

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Communication between government and people

according to People's Network Public Opinion Data Center （ People's Network Public Opinion Monitoring Room ）The 2017 Government Affairs Index · Microblog Influence Report was released by the end of 2017 Weibo platform The number of certified government microblogs reached 173569. There are 134827 official microblogs of government agencies and 38742 microblogs of public servants. The scale of government microblog continues to grow steadily, and it is developing in the direction of matrix, specialization and verticality. [16]
Representative event: Microblog anti-corruption
Internet users criticize and report officials and state organs through microblog and other new media, which will inevitably lead to dissatisfaction of the whistleblower. And officials hold a lot of social resources , belonging to the strong side in the game, can even Duty behavior , pressure Network management The unit requires it to delete or block the adverse remarks against itself; Some even use state violence organs such as the police to "disturb Social order ”, "slander state organs"“ Insult and slander National staff ”To retaliate against the informant in the name of public rights Freedom of speech. The core issue involved is how to clarify Civil liberties The boundary between making statements and insulting and slandering officials. Like other forms of freedom of expression, anti-corruption through microblogging should eventually return to legal regulation And mainly aims at the anti-corruption status of microblog.
November 21, 2009, for Kunming city Snail Bay wholesale market Of Group events , on Yunnan Province Deputy Director of Publicity Department Wu Hao Under the leadership of, Yunnan Province The Government Information Office opened the first government microblog in China, "Weibo Yunnan", on Sina Weibo, and gave a brief description of the "snail bay" incident at the first time. About 1.65 million people have followed Weibo Yunnan. After the opening of "Microblog Yunnan", it has attracted great attention from the society. People's Daily published an article on November 23, calling "microblog Yunnan" the first government microblog in China, and commented that "live broadcast" is not necessarily only available on TV, Emergencies Everyone on the scene can be a "reporter". Only by "talking while doing" can we take the initiative in dealing with emergencies. [17]

Public welfare participation

Sina Weibo Public Welfare was established in 2012, which is the socialization of communication and fundraising in China Public welfare platform 。 On September 1, 2016, micro public welfare became the first batch of the Ministry of Civil Affairs Charity organization Internet donation information platform one of. Micro public welfare has cooperated with celebrities, stars, entrepreneurs and other users to establish a set of Public service communication System. [18]
Representative event: Microblog abduction
During the Spring Festival in 2011, a very noteworthy public event was the "abduction" on microblog. The fragmented and unprofessional actions of netizens, combined with social forces such as public security departments, media, deputies to the National People's Congress and CPPCC members, quickly formed the focus of public opinion. Perhaps, in the history of microblog communication, this is an event worth remembering. The incident originated from the report of Professor Yu Jianrong, a scholar of the Chinese Academy of Social Sciences“ Take photos to rescue beggars ”Weibo, which has been continuously forwarded by enthusiastic netizens, has formed a strong power of public opinion dissemination and attracted Traditional media Follow up and attention. For a while, microblogging and "kidnapping" became important keywords during the Spring Festival. [19]

Promote public events

The influence of microblog has penetrated into social politics, economy, culture and other fields, and the public's use of microblog to release information and participate in public events has become increasingly rational and mature. [20] adopt Weibo Run , microblog live broadcast, microblog and other means of marketing. Companies that successfully use microblogs for marketing have many things in common, one of which is that they use more real people (with real names) to make their account avatars. We Media You can't fight alone. Ordinary people can't afford to play. What remains is the essence. Celebrity Weibo is actually our media.
Representative event: "green channel for organ transport" was selected as the annual impact event of microblog
In 2012, Chen Jingyu called on his microblog to "open a green channel and transfer organs in time"; In March 2016, CAAC The Notice on Further Improving Special Air Transport Services was issued, requiring that air transport of human donated organs be convenient and smooth. "Green Channel for Organ Transport", with 18.993 million readings and 2775 discussions, was selected as the annual impact event of microblog. [21]

Repudiation and information disclosure

Sina Weibo launched jointly with the Ministry of Public Security“ National platform for rumor refutation ”And join in Beijing area website joint rumor rejection platform And explored a new mechanism of police civilian interaction and full network coverage. This platform is the first nationwide rumor report and Platform for refuting rumors With 189 nationwide net police The Inspector's WeChat and the Ping An series microblogs of local public security bureaus are the main force. They open convenient channels in microblogs to accept Internet rumors reported by netizens, provide support for more functional departments to carry out online rumor refutation, and provide services for netizens to obtain rumor refutation information [22] 。

Stimulate local economy

October 17, 2018 is the fifth National Poverty Alleviation Day 。 Poverty Alleviation Office of the State Council The official microblog "Poverty Alleviation Office of the State Council" was launched, and it was announced on the microblog that there were 125 in 20 provinces, autonomous regions and cities nationwide in 2017 Poverty-stricken county "Poverty alleviation".
Representative event: poverty alleviation through microblog
Weibo also launched a "poverty alleviation group" to invite government departments, enterprises, media, celebrities Opinion leader Joined with netizens, continued to spread the positive energy of poverty alleviation on the platform of microblog, and participated in the subsequent poverty alleviation campaign in various regions. [23]

Promote social culture

Spread through microblog Advanced culture Promote social integrity. Many regions and units attach importance to strengthening the construction of microblog content and promote it through microblog scientific theory , spread advanced culture, promote social integrity, advocate good fashion, and promote Cyberculture Prosperity and Network Civilization Development of.
From personal trivia to sports events and global disasters, microblog has become an important channel for netizens around the world to express their will and share their feelings. The website recently selected the top ten Twitter microblogs in 2011 Hot Events To some extent, it reflects the focus of attention of the global public this year. This ranking is based on the number of relevant microblogs published by netizens every second on the day of the event.
Representative event: Weibo # random shot
In June 2017, the total reading volume of microblog 2017 casual topics reached 17.5 billion. Among them, Short video The number of videos related to field activities reached 2 billion. Tens of millions of Weibo users participated in the interaction. By taking photos at any time, the diversity and professionalism of original Weibo pictures and videos have been improved, and the content that users can watch and share has become increasingly rich. Food, sports, tourism and other fields have been promoted. [24]

Negative effect

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Microblog onlookers

Microblog onlookers Brought by impact force It has penetrated into society, politics, economy cultural life All aspects of. [33]
The microblog audience has both positive and negative effects, among which the negative effects should be:
1. Microblog onlookers Anomie, such as negative Information overload 、 Populism Popularity, moral dilemma, rumor breed Etc.
2. Weibo stands around and sees the imbalance between virtual and reality, Pseudo environment Confusion with the real environment and long-term addiction to microblogging lead to real society Mobility Reduction, etc.
3. From "human extension" to "human control", if people do not pay attention, they will be enslaved by the technology they create. [32]

"Homogenization" effect

at present (As of September 27, 2018) The survey results of people's micro blog attention show that the purpose and content of people's attention have gradually presented a kind of Homogenization Phenomenon. Sina Weibo in 2017 user interest It mainly focuses on four categories: stars, beautiful women, handsome men and animation Extensive entertainment Public sector. In addition, Weibo platform Of Openness , weak censorship and "de screening humanization" enable people to cancel or focus on any true or false information at will, and finally leave content consistent with their own ideas. In such a state, the invisible freedom of speech is deprived, and the objects of attention of microblog are becoming more and more "homogeneous". The consequence is that the information people get is further narrowed. [34]

"Circulate" effect

1. Although the ties between microblog users are not limited to content, the core of the relationship between microblog users is still content.
2. Through microblog, you can chat with people you like, and get social capital , which makes the connection between people become closer, and the spread of information becomes more rapid.
3. Microblog Microgroup The function enables people to participate in and build micro groups more independently, and get together to discuss and spread topics of interest.
Since human beings are born with a sense of conformity, if they communicate in a closed circle for a long time, most people's ideas will continue to expand, and the opposite ideas will slowly silence in this circle, eventually resulting in Group polarization Phenomenon. [34]

"Micro content" effect

The information limit of microblog platform is 140 Chinese characters, which fully reflects the characteristics of microblog "micro content"“ Micro content ”It refers to personal and non-public content. Therefore, although microblog is concise and clear, it also shows Fragmentation Characteristics of. From the perspective of "micro content", this phenomenon undoubtedly makes information more narrow, and also limits people's understanding of complete information, constrains the three-dimensional expansion of information, and ultimately“ information cocoons ”The effect is more serious. [34]

Regulations

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Real name system

stay Beijing Launched in December 2011《 Regulations of Beijing Municipality on the Development and Management of Microblog 》The Regulations put forward that "the real name of the backstage is voluntary". Weibo users must use real identity information when registering, but user nicknames are optional. Sina 、 Sohu 、 Netease 、 Intranet Weibo and other major websites will be fully implemented on March 16, 2012 Real name system , which adopts the method of voluntariness at the front desk and real name at the back desk. Implementation held on the 7th《 Beijing Some Regulations on the Development and Management of Microblog ", the relevant person in charge of Beijing Municipal Network Management Office said that on March 16 Beijing Weibo Registered with real identity information of old users Time node , not later Real name authentication 's old Weibo users will not be able to speak and forward, but can only browse [25]

Network Security Law

Cyber Security Law of the People's Republic of China: June 24, 2015 network security , safeguard cyberspace sovereignty and national security, and promote the economy Social informatization Healthy development and continuous improvement of the network safeguard Aspect laws and regulations It is very necessary. The 15th Session of the Standing Committee of the 12th National People's Congress Having considered Draft Law on Cybersecurity 。 Issued by the Standing Committee of the National People's Congress on November 7, 2016, and effective as of June 1, 2017. [26]

Management regulations

Management Regulations on Microblog Information Service: On February 2, 2018, the State Internet Information Office issued Microblog in accordance with the Cyber Security Law of the People's Republic of China and other relevant laws and regulations information service Management Regulations, which aims to promote the healthy and orderly development of microblog information services and protect the Legal rights and interests ， Maintain national security and public interest 。 [27]

Hot people

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Yao Chen, known as the queen of microblogging.
Xie Na , a variety show host.
Lu Han , 1 microblog comment of more than 100 million, won three times Guinness World Records [28] 。
TFboys member Juen-Kai Wang I once posted a microblog "I am 15 years old today", and the number of forwarding reached more than 42 million in 2014, creating the largest number of single microblog Guinness Record [29] 。
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Growth task Getting Started with Editing Edit Rule Edit by myself new
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