论微博现实困境的形成机制及解决途径——基于腾讯微博案例调查研究.PDF

国际新闻界 2016.04 网络传播研究 论微博现实困境的形成机制及解决途径 ——基于腾讯微博案例调查研究 刘宏宇 蒋欣逸 魏祯 摘要 作为新型互联网信息平台的微博应用在中国实现了飞速发展，但是其发展进程也并 非一路坦途，其间出现的各种负面现象不但影响了正常的公共传播秩序，也为其自身前 景蒙上了阴影。为了分析和总结微博发展中的经验和得失，作者通过对腾讯微博内部运 营开发展开实地案例考察，尝试去归纳微博传播实践中所存在的主要问题，并在诠释相 关问题成因的基础上探求其解决途径。 关键词 微博、公众传播、网络监管 作者简介 刘宏宇，中国人民大学新闻学院讲师，中国人民大学新闻与社会发展研究中心研究 员，德国波恩大学哲学博士。电邮：leo.cosmo@。 蒋欣逸，中国人民大学新闻学院本科生。电邮：ethelchiang@。 魏祯，北京工商大学艺术与传媒学院本科生。电邮：925908849@。 本文为中国人民大学科学研究基金（中央高校基本科研业务费专项资金资助）项目成 果，项目批准号（14XNO007）。 A Study of the Formation Mechanism of the Existing Problems of the Microblogs and its Solutions——Based on the Case Study of the Tencent Microblogs LIU Hongyu, JIANG Xinyi, WEI Zhen Abstract The new microblog application in China has achieved rapid development, but its development process is not smooth. The negative phenomena of the microblogs in last years not only affected the normal order of public communication, but also casted a shadow over its own future. In order to analyze and summarize the gain and loss, generalize the main problems in 157 网络传播研究 国际新闻界 2016.04 practice, explain the causes and find out solutions of microblogs, authors have carried out a field case study on the development of internal operations of Tencent microblogs. Keywords microblog, public communication,internet supervision Authors Liu Hongyu is a lecturer at the School of Journalism and Communication, and he is also a research fellow at the Research Center for Journalism and Social Development,Renmin University of China. He is a Ph.D. of Bonn University of Germany. Email: leo.cosmo@. Jiang Xinyi is an undergraduate student at the School of Journalism and Communication, Renmin University of China. Email: ethelchiang@. Wei Zhen is an undergraduate student at theSchool of Art and Communication, Beijing