当下,继互联网、博客、播客之后,具有短小精悍、易于传播等特点的微博正大行其道。面对新媒体冲击,此次传统媒体纷纷抢滩微博。以上海新闻晨报官方微博为例,其微博粉丝量已接近100万,已超过报纸发行量。面对新媒体崛起的汹涌之势,传统媒体从对抗走向竞争,在竞争中寻求融合,构建传播新范式。然而,由于传统媒体 At present, following the Internet, blogs, podcasts, microblogging is short and pithy, easy to spread and other characteristics of the popular. Faced with the impact of new media, the traditional media have grabbed microblogging. Taking the example of the official Weibo of Shanghai Morning Post, the number of microblog fans has reached nearly 1 million, exceeding the circulation of newspapers. Faced with the surging trend of the rise of new media, the traditional media has gone from confrontation to competition, seeking integration in the competition and building a new paradigm for dissemination. However, due to traditional media