Not long ago, the judging work for the "2011 L'Oreal Style Media Award" with the theme of "Micro Era, Common Responsibility" is proceeding in full swing. So far, a total of 113 media (including self-media) have participated in the evaluation. The number of participating media and the number of entries have reached a new high in the history of the Style Awards, which confirms the attention and determination of the media to the "L'Oreal Style Media" Award, and further confirms the influence and prestige of the Award. The L'Oreal Style Media Award was established in 2003 by L'Oreal, the world's largest cosmetics company. It is currently the only style media event in China, aiming to commend outstanding media for their dissemination and leadership in fashion, and build a platform that fully exerts the power of trend. The jury of this year's Grand Prix is powerful, attracting strong support from more than 20 well-known figures and experts from the media, fashion, cultural, and academic circles. At the same time, the School of Journalism at Fudan University and the Public Opinion Research Institute of Renmin University of China continue to serve as the academic support and guidance agencies for the Grand Prix. In 2011, Weibo, with its innovative, original, and public opinion-effect fragmented content, achieved explosive growth through the "@ method", thereby changing the media landscape of China, transforming traditional communication methods, social models, and even the way media discourse is realized. Various media have opened Weibo accounts, built Weibo platforms, and expanded their influence range. Taking the Sina Weibo platform as an example, the number of media industry accounts increased from 3828 in 2010 to 9052 this year, showing a straight-line increase. It can be seen that Weibo is dissolving the confrontation between traditional media and new media, eliminating the boundaries between institutional media and individual self-media, and pushing Chinese media into a whole new era of information explosion - the "micro era". In addition to paying attention to changes in the media ecosystem, the Grand Prix also puts the "responsibility" of the media on the agenda. The expansion of media transmission media undoubtedly extends the way to realize the social responsibility of the media. The fans gathered on the Weibo platform form a powerful centripetal force, which has become an important driving force for social development. In 2011, the Chinese media world witnessed many "bottom-up" public welfare events. The "Casual Snap to Save Begging Children", "Free Lunch for Poor Mountainous Area Children", and "Veterans Go Home" activities were initiated by opinion leaders on Weibo, expanded calls by major media, interactive on Weibo by netizens, and ultimately achieved good results. From mainstream media to style media, from traditional media to new media, from institutional media to self-media... all have participated in this universal value dissemination style competition. Experts commented: "This year there have been very many major events, and in the reporting of these events, more and more media have shown the brilliance of humanity and embodied their own responsibilities, conscience, and morality. In the current society lacking trust and morality, the media has played an indelible positive public opinion role in promoting social progress." After years of efforts, the "L'Oreal Style Media Award" has become a brand with extremely high attention and influence. The award ceremony every year has also become an annual style event for Chinese media. And this year's 16 awards will go to whom? The result will be grandly announced at the award ceremony on January 12, 2012.