The Discursive Struggle Reflected By The Popular Catchphrase On Web

Since the event of "Fu Wo Cheng" started in 2008 in Weng'an, the popular catchphrase on web raised the prelude of the network supervision by public opinion, followed by the typical examples, such as the event of "Duo Mao Mao" in Yunnan province, "Qi Shi Ma" in Hangzhou city which are succeeded in supervising the Government by the web users using the buzzwords on web. The terms used by the web users in these examples, without exception, were drawn attention to by the public opinion both inside and outside the network and contributed to the solution to the incident of the background.The buzzwords on the network are a relatively new thing, though they have caused the concern of all sectors of the society through the media reports, theirstudy has just started, therefore, the lack of psychological explanation from the concept defined to the users minds. Internet users more would like to treat them as the popular event often occur on the web. While there was certainly a positive opinion of their roles, but users relatively neglected the social background,social psychology behind them.In view of the enormous social effects of web buzzwords, how to guide the tide of public opinion to play a more useful role, and to reduce its negative social impact has been a task of current research. This paper tries to analyze and study the buzzwords from the point of the multi-disciplinary and arrange its causes to form,formal features,users groups and other basic conditions, and explain the psychology of popular culture behind popularity, and thus provide some views for the guidance on the network public opinion.