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微博于2009年末亮相中国互联网后,迅速以其使用方便、短小精练、共享迅速、传播广泛的特点受到热捧,短时间内便聚集大量用户。作为新媒体中的佼佼者,微博独特的传播特点革新了信息传播方式,它优于现有传统媒体的特点,使其逐渐成为新闻采集与发布的一个新的重要的平台。微博在充当突发事件公开的助推器、社会监督者和救援平台的同时,由于缺乏引导和监管,又容易成为谣言滋生的工具和不满情绪导火索。而在突发事件中,传统主流媒体具有不可比拟的权威性、真实性,如何在一些突发性事件中发挥主流媒体的舆论引导作用,调控和引导舆论是当下值得研究、探讨的问题。
After the microblogging debuted in China Internet in late 2009, it was quickly praised for its ease of use, short and concise sharing, rapid dissemination and wide spread of features. It gathered a large number of users in a short time. As a leader in new media, the unique communication features of Weibo have revolutionized the way of information dissemination. It is superior to the features of the existing traditional media and has gradually become a new important platform for news gathering and distribution. While serving as a public booster, social supervisor and rescue platform for microblogging, microblogging can easily become a tool for rumors and a trigger for discontent due to lack of guidance and supervision. However, in the emergency, the traditional mainstream media has the incomparable authority and authenticity. How to play the leading role of media in some unexpected events and how to control and guide the public opinion are the problems worth studying and discussing nowadays.