Page 86 - Feasibility Study of New Media Technology on Constructing Online Public Sphere

Feasibility Study of New Media Technology
on Constructing Online Public Sphere

and mobilisation for online and offline action’ (Yang, 2012, p.50).

The substance of microblog is a combination of blog and instant messaging as it
allows users to create and deliver a short message through mobile phones, which pro-
vides a fast way of communication. Lu and Qiu (2013) summarised the technological
characteristics of microblogging as content fragmentation, multichannel integration and
viral dissemination. They argued that such characteristics have revolutionised content

consumption. Users are able to act as both sources and sensors of information. Sources
refer to the online sharing of one’s observation and opinions on certain issues. Sensors
refer to users’ own processing of information to understand other people’s perceptions

on certain topics, to enhance one’s situational awareness and to probe into the thoughts
of the populace (Lu and Qiu, 2013).
Microblogging is significantly influencing the establishment of civil society and
the public sphere in contemporary China (Lu and Qiu, 2013). Multivariate features are
generated: the impacts of microblogging are both contradictory and symbiotic. Unlike

official authority, it gives rise to the organisation of social campaigns, the formation of
opinion leaders and to the emergence of internet rumour and manipulation, entertain-
ment media and ephemerality.

In China, speech and connectivity on microblogs is not only guided by state con-
trol and censorship, it also involves a variety of stakeholders and relationships. The
Chinese government both encourages and controls the use of microblogs to ‘shape’
public opinion. Internet companies propagandise their own products and services and
empower privileges to certain users for commercial consideration (Lagerkvist, 2012).

In the meantime, influential users take creative strategies to benefit from microblog
channels. Taking Sina Weibo as an example, it encourages and privileges opinion
leaders and celebrities to promote its market share and enhance the popularity of the

platform, which raises official concern and has resulted in the government forcing the
company to control and censor the content posted on Weibo, especially for the more
outspoken users (ibid).

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