Comments: Weibo powerful and short-lived "Homogenization"

Wu Bofan Blog As one of the main signs of Web2.0, the rapid decline after the rise of Weibo, "Web 2.0" also sounds an outdated concept. With the advent of microblogs, the opportunities and frequency of using blogs, emails, and instant messaging are decreasing.　　The "micro-blogging" of the media environment seems to be an unstoppable trend-it is becoming the main media for people to get, publish and socialize. However, media history tells us that there is no single complete media. In the long run, any media is a "patching media". A new type of media that highlights a certain value and performance, often at the expense of sacrificing and neglecting other values and performance.　　As people continue to use the media, their vulnerabilities are becoming increasingly prominent, and there is a new complement of media to revise or replace it. Compared to the first generation Network (Web 1.0), blog, Im (and IM Group), SNS representative of the WEB 2.0 has three major features: first, personal, instant interactivity and community (sex). But blogs, IM and SNS all have these three kinds of characteristics, but are not pure, and three kinds of forms separate and independent. In order to overcome the non immediacy of the blog in publishing and receiving information, low-frequency, socially weak, someone has invented a patching medium for blogging-it's more like a mobile text message than a blog, and it's more of an instant messaging group than a mobile text message.　　This is Twitter. The media attribute of Twitter, which mainly takes the form of personalized and social information, is transmitted to China, which has a genetic mutation with the difference of information environment. Formal channel and informal channel information scale have obvious "pressure difference", which makes some information flow to this personal and informal information channel. Weibo has flourished in China, largely because it is a compensatory platform for public information, a distinctive "information depression." In other words, the private media, social media, which was originally used to "Talk privately", was endowed with the attributes of mass media in China from the outset.　　The mass media has been grafted on multiple points of communication with individuals and social media in a way that is linked to multiple points. In China, the so-called micro-blog, to a large extent, refers to Sina Weibo. Sina's promotion of blogs and microblogs is done by "broadcasting" them--the main way to launch a celebrity blog with a clear "Dot to point" feature, and a celebrity microblog. On the surface, everyone can register Weibo, can freely speak on the microblog, but everyone in the Sina platform when the "visible hand" gave a huge difference in information power. To paraphrase Orwell's famous pig in Animal Farm, we can say that in the micro-blogging world all bloggers are equal, but some bloggers are more equal than others. "A large number of bloggers belong to a relatively silent majority, and the real right to speak is the various and essentially the same celebrity bloggers." They opened the microblogging of the mainThe motivation is not to receive information but to send information, the typical fan-blogger relationship is looking up and being looked up. This relationship determines the quality of Weibo information to comply with the two major principles of mass communication. The first is the "two-minute rule", where the amount of information is strictly limited-the time to listen and read is no more than two minutes (the law originally originated in radio and television news, on Weibo, with 140 characters), and the spread of depth information was not allowed. The second rule is the law of averages.　　For a blogger with a lot of fans, it is impossible for him to display different levels and qualities of information on Weibo, the result of which is an average, a tune of information that is of interest to the person who publishes whatever it is, and a particularly targeted message is excluded unless he is willing to release the information himself. These two rules determine that the information on Weibo appears to be heterogeneous, but in the final analysis it is homogeneous. That is to say, Weibo is more focused on the mass and content of the broadcast media than on the heterogeneous, narrow and interactive media.　　It has a grind filtration mechanism, and heterogeneous information is precisely marginalized. Sina Weibo called the audience "fans", Tencent Weibo simply put the release of information called "broadcast", the receiving information known as "listening" to the audience called "audience." This is enough to show the "broadcast" characteristics of Weibo. Personal, interactive and communal nature is diluted by this feature. The standard of personal media is to say that you are interested, the standard of mass media, in which the number of fans and the audience is maximized, is to say that others are interested, that it does not require deep interaction, but simply, direct applause and popularity, the number of fans and listeners, rather than quality, is becoming the only standard of information release. A blogger is unconsciously kidnapped by the average taste and value orientation, he can win a lot of fans or listeners with tireless kitsch, but this is not a community with deep consensus and tacit understanding, but a group that may vanish at any time. Most importantly, when groups are not really interacting and communicating, a latent intolerance will fill the crowd, as we see in the Emperor's new clothes, and people will force themselves not to make a sound of heterogeneity, for such a voice would incur a chorus of rebuke and ridicule, a lie,　　Rumours are likely to be largely the result of the absence of filtration and immune mechanisms. In "The Emperor's New Clothes", the behavior of the cheater finally revealed, because that is not afraid of "group of intolerance" of the little boy.　　Whether the micro-blog can eventually form a filter on lies, rumors, depending on whether it can give the voice of the heterogeneous set aside a certain space, how to avoid always so unanimous. On Weibo, people can deeply feel the great power of the butterfly effect. We've seen a tiny little tweet that eventually triggers a "fusion" scenario. In the face of such immense power, it is clear that we should not just be gratified. How to achieve "nuclear non-proliferation" on the Internet is a major academic and management subject. How to control and runawayFormed between some necessary control and the necessary uncontrolled?　　How to achieve "chaos in the micro-blogging world order", let it have self-organization, self-management, self-healing mechanism? Weibo has undergone a transformation of personal, interactive and community in China. It is precisely because of this Chinese, micro-Bocai in China so prosperous. But it comes at the expense of weakening the Web 2.0 features of Weibo and increasing the characteristics of its traditional media. It's in the state between web1.0 and 2.0--we might call it Web 1.5, which is 2.0 to 1.0 strong and short-lived countercurrent. The homogeneity of information has become an increasingly prominent issue for microblogs, and the first round of collective fanaticism triggered by microblogs is weakening. To increase micro-blogging in the content, circle, interaction degree of the difference between the pattern, to achieve content heterogeneity, circle to flatten, is the basic direction of the future evolution of micro-bo. Share to: