本文選題：高校微博　切入點：現(xiàn)狀　出處：《中南民族大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：微博，是微型博客（Microblog）的簡稱。和傳統(tǒng)媒體相比，微博發(fā)布更方便，傳播也更迅速，而且發(fā)布的平臺也更多，可以通過電腦，也可以通過手機等來閱讀或發(fā)布，傳播信息可以實時到達，并且可以一鍵轉(zhuǎn)發(fā)，發(fā)布的字數(shù)被限定在140個字內(nèi)。正是因為微博具有實時傳播、信息豐富和裂變式傳播的特點，這個特點正好跟網(wǎng)民對于獲取信息“碎片化”、“高頻率”的需要符合，所以微博很快成為了新一代網(wǎng)絡(luò)傳播工具[1]。在2007年的時候，中國市場開始出現(xiàn)微博，如嘰歪、飯否等，到了2009年的時候，新浪、騰訊、網(wǎng)易和搜狐等四大門戶網(wǎng)站的加入才使得微博迅速發(fā)展，國內(nèi)高校開通微博的時間主要集中在2010年10月至2011年1月。截止2012年12月31日，騰訊、新浪兩大微博注冊用戶突破10.7億，日均活躍用戶數(shù)在1.3億。①② 全國各地越來越多的高校機構(gòu)、校長、教授也紛紛開設(shè)微博，將其作為塑造學(xué)校形象、招生宣傳、師生交流以及作為文化傳承創(chuàng)新載體的平臺。高校微博以其及時、方便與互動的特性，正異軍突起，其影響力更勝往日的高校BBS，高校的知名度、影響力也因此得以大大提升。高校官方微博、校內(nèi)相關(guān)組織微博以及高校的專家學(xué)者微博構(gòu)筑的高校微博矩陣，形成了一塊“風(fēng)景秀麗”、影響力巨大的網(wǎng)絡(luò)教育園地。不過，伴隨高校微博的興起和發(fā)展，一系列新挑戰(zhàn)、新問題亦逐步顯現(xiàn)，比如部分微博的更新速度較慢，內(nèi)容嚴肅，互動性差，管理隊伍不健全等，，如何進一步豐富高校微博的表現(xiàn)形式、提升影響力、加強規(guī)范管理等問題，已經(jīng)非常急迫。 目前，國內(nèi)學(xué)術(shù)界對高校官方微博的研究處于起步階段，本報告主要針對高校官方微博的相關(guān)數(shù)據(jù)，對我國高校官方微博的發(fā)展現(xiàn)狀、主要功能、存在問題和解決對策等進行分析，力求客觀反映我國高校微博的整體情況，應(yīng)用傳播學(xué)中的意見領(lǐng)袖、受眾理論、“把關(guān)人”理論等為高校各方關(guān)于高校官方微博的決策制定與微博運營提供參考意見。
[Abstract]:Weibo, the acronym for microblog. Compared with traditional media, Weibo publishes more conveniently, disseminates more quickly, and has more platforms to publish. It can be read or published through computers, mobile phones, etc. The spread of information can be reached in real time, and can be forwarded in one click. The number of words published is limited to 140 characters. It is precisely because Weibo has the characteristics of real-time transmission, rich information and fission transmission. This characteristic coincides with the needs of netizens for "fragmentation" and "high frequency" of access to information. Therefore, Weibo soon became a new generation of network communication tools. In 2007, the Chinese market began to appear in the Chinese market, such as tidbit, rice, etc. By January 2011, the addition of four major portals, Sina, Tencent, NetEase and Sohu, had led to the rapid development of Weibo. The time for domestic colleges and universities to open Weibo was mainly from October 2010 to January 2011. As of December 31st 2012, Tencent, Sina two big Weibo registered users break through 1.07 billion, daily average active user number is 130 million. 12. More and more institutions of higher learning, presidents and professors throughout the country have also set up Weibo as a platform for shaping the school image, recruiting students, communicating with teachers and students, and acting as a carrier of cultural heritage and innovation. The characteristics of convenience and interaction are emerging, and the influence of BBS, which is more influential than in the past, has been greatly enhanced by the popularity and influence of colleges and universities. Weibo, the relevant organization in the school, as well as the university expert and scholar Weibo, have constructed a "beautiful landscape" and a network education garden with great influence. However, with the rise and development of Weibo, a series of new challenges have emerged. New problems are also gradually emerging, such as the slow updating speed of some Weibo, serious content, poor interactivity, unsound management team, and so on. How to further enrich the expression form of Weibo in colleges and universities, enhance its influence, and strengthen its normative management, etc. It is already very urgent. At present, the research on university official Weibo in domestic academic circles is in the initial stage. This report mainly aims at the relevant data of the university official Weibo, and the main function of the development of the university official Weibo in our country. The existing problems and solutions are analyzed in order to objectively reflect the overall situation of Weibo in colleges and universities in China, and to apply the opinion leaders in the field of communication. Audience theory, "gatekeeper" theory and so on, provide references for all parties in colleges and universities about the decision-making of university official Weibo and the operation of Weibo.
【學(xué)位授予單位】：中南民族大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：G206;G647

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