Sina has spent a considerable amount of time to understand microblog as a form of mass public media instead of a communication tool.

新浪曾经花费了相当多的时间去体会作为公共媒体的微博代替即时通信工具。

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Conventional communication media such as mass advertising are cost efficient but limited in terms of their ability to evoke personal interaction with consumers.

诸如铺天盖地打广告这样的传统媒介模式是不乏效益的，但若以品牌与消费者的相互影响能力来衡量的话，则其作用十分有限。

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Based on the theoretical framework of communication and mass media, dealing with this issue is through different dimensions to analyze it.

在理论框架的基础上，和大众媒体深入沟通，通过不同的维度来分析处理这个问题。

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But Mary-Lou Galician, head of media analysis and criticism at the Walter Cronkite School of Journalism and Mass Communication at Arizona State University and editor of The Handbook of Product Placement in the Mass Media, is not so sure its working.

FORBES: Magazine Article

Lai Oso, Professor of Mass Communication and expert in media and society will deliver a paper on "New Voices: Media Freedom Helping to Transform Societies".

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