1传播者_受众_渠道_博客传播的深层机制

©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.()Nov.,2007366JournalofShanghaiNormalUniversity(Philosophy&SocialSciencesEdition)Vol.36,No.6:G20:A:100428634(2007)06200832(08):(,100872):,,,,,,,,:;;;::2007207229:(19662),,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,38©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.(1)11.,,,,,,(ImpressionManagement,),,,,,,,,,,;,,,,,,,[1],,,,,,2.,,,:,,,,,,,,,,,,,,,,,,,,,,,486()2007©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.:,,,,,58::©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.:,,,,,,,,,,,:(1)()(),(2),,,,,(3),,(4),,,,,,,,,,,,,(2),,,21.,,686()2007©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.(AgendaMelding),,,,,,,,2.,,,,:,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,78::©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.:,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,1.,,,,,,RSS,,,,,,,,,,,,,,,,,886()2007©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.(),,,,,,,,:(Microsys2tem)(Mezzosystem)(Macrosystem),,,,,:(culture)(community)(conven2tion)(institution)(organization),,,,:,;;,,,,,,,,,,,,,,3.WEB2.0,,,?,,WEB2.0,,98::©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.[2](P116)(),(),,(),,,,,,,,,,,,,,,,,,:[1].[J/OL].[2]1[M]1:,20041Disseminators,Audience,andChannels:AStudyoftheProfoundMechanismofBlogDisseminationPENGLan(JournalismCollege,PeoplesUniversityofChina,Beijing100872,China)Abstract:TheBlogWorldisnotmerelyamedium,butalsoacomplexsocialcomposition.Onlybygettingfamiliarwithitfromtheperspectiveofmultipledisciplines,canwegainadeeperunderstandingofthenatureorcharacteroftheBlogWorldandoftheinherentpatternsinwhichitexertsinfluenceonsociety.Attemptingtotranscendthesingledimensionofcommunication,thispaperisintendedtoanalyzeanddissectmorecomprehensivelythethreeimportantelementsdisseminators,audience,anddisseminatingchannelsintheprocessoftheBlogdissemination,aswellastheirfunctionmechanism.AlthoughtheBloghasthefunctionofdividingorseparatingpower,yetitdoesnotmeanequalityofpowerorauthority.AndnewpowerrelationsareboundappearintheBlogWorld.Keywords:disseminatorsoftheBlog,audienceoftheBlog,disseminatingchannelsoftheBlog,mechanismoftheBlogdissemination(:)096()2007