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作为一种网络自媒体,微博具有全息化信息发布、裂变式信息传播、即时性信息互动等传播特征,这些独特的传播机制使其呈现出现有媒介所不具备的公共传播优势。对于一些突发性公共事件,微博的传播产生了独特的“现场直播”、“舆论聚合”和“议程设置”效应,但同时也存在碎片化、情绪化、兴趣点易转移等弊端。它虽然在一定程度上改变了政治传播的格局,但无法成为常规的制度化的政治传播力量。
As a network self-media, weibo possesses such features as holographic information dissemination, fission information dissemination and real-time information interaction. These unique communication mechanisms make it show the advantage of public communication that existing media do not have. For some unexpected public events, the spread of Weibo has resulted in unique effects of “live broadcast”, “consensus of media” and “agenda setting”, but there are also fragmentation, sentiment, points of interest Easy to transfer and other defects. Although it has changed the pattern of political communication to a certain extent, it can not become a regular and institutionalized force of political communication.