Research on the Communication Characteristics of Self-Media in the Era of Integrated Media: A Case Study of the #MeToo Movement on Weibo

Abstract

With the rapid development of integrated media and digital communication technologies, self-media platforms have gradually become important spaces for public expression and social interaction. Compared with traditional media, self-media communication is more decentralized, fragmented, emotional, and interactive. Taking the #MeToo movement on Weibo as a case study, this paper analyzes the communication characteristics and influence mechanisms of self-media in contemporary Chinese society. The study focuses on how hashtags, reposting mechanisms, emotional narratives, and user participation shape public discussion on Weibo. At the same time, the paper also discusses how fragmented communication and emotional resonance accelerate the spread of information in the self-media environment. By combining literature review and case analysis, the research argues that self-media communication not only changes the mode of information dissemination but also influences public opinion, social governance, and digital participation. The #MeToo movement demonstrates that self-media platforms can amplify marginalized voices and push social issues into the public sphere, yet they are also subject to platform regulation and communication constraints.