The Spread Of The Network Catchword Social Psychological Reason And Social Impact Study

According to the 29th China Internet Development Statistics Report,until the end of 2011,the number of Internet users in China has reached 513 million.It shows that the network hasentered to many households and effected nearly two-fifths of the population.The network notonly brings a new way of life and work,but also brings a new form of language-networkbuzzwords to people. Network buzzwords win the favor of the Internet users by its uniquecharm.It is disseminated in the network and in real life quickly and widely and brings a widerange of impact to people’s lives.This paper uses induction ,interpretation, text analysis, exemplification to study theoverview, psycho-social motivation,social impact, regulatory measures of the networkbuzzwords, based on the theory of social psychology , combined with multiple disciplines. Thisarticle expands from the following aspects.First, I combed the concept of network buzzwords. It is a language variant of the traditionallanguage in a network environment. It comes from the network or outside the network ,spreadswidely on the Internet,and is popular on the network or in social life in a certain period of time.Network buzzwords includs the popular symbol , character,word, sentence, sports of thenetwork , and so on. I divide the network buzzwords into entertainment network buzzwords andpeople’s livelihood network buzzwords,and distinguish between the two from the psychologicaltone and function of them.Second,I analyzed the characteristics of the network buzzwords,including non-independence of the nature, diversity of the language structure, simplicity of the external form,rejuvenation of the main users,perception of the five senses, across of the temporal and spatialdistribution, dynamic of the development process, specificity of the conditions of use, duality ofthe social impact..I summed up the five development trends of the network buzzwords, includingthe increasingly rich external form,the increasingly deviate intrinsic semantic,the increasinglyobvious social significance,the increasingly large room for innovation, the increasingly widesphere of influence. I also analyzed the economic environment , political environment , culturalenvironment , the media environment of the network buzzwordsThird,I analyzed the main users of the network buzzwords and their characteristics. I also analyzed the psycho-social motivation of the network buzzwords’dissemination mainly from theperspective of social psychology,including difference mentality:making individuality known;self-esteem mentality: experiencing personal values; catharsis mentality: easing the bad feelings;affinity mentality: winning a good impression.Fourth,I summed up the positive impact of the network buzzwords,including improving thespeed of exchange and narrowing the communication distance; promoting supervision by publicopinion and reflecting the people’s livelihood and public opinion; addingl pleasure of exchangeand resolving negative emotions; enhancing the dissemination results and creating the economicvalue.I analyzed the negative impact of the network buzzwords,including shocking the languagespecification and resulting in communication barriers;causing network violence and threatingsocial stability;subverting ethics and morality and hindering the civilization; challenging thetraditional media and subverting its authority.At last,according to the negative impact of thenetwork buzzwords,I put forward the guidance measures for the network buzzwords from therespect of government, media , schools, and the Internet users in their own. The regulatorymeasures include promulgating laws and regulations to realize to having legal basis;establishingrelevant institutions and strengthening supervision and management; increasing propagandiststrength to improve the identification ability; implementing multiple standards and providingtechnical checks; carrying out campus activities and strengthening the education and guidance;cultivating self-awareness and improving media literacy.The study aim of this paper is systematically summarizing the development of the network buzzwords ,developing a new perspective of the research on the reason of network buzzwords,having a comprehensivelook at its advantages and disadvantages,putting forward some relevant suggestion to promote the sounddevelopment of the network buzzwords and serve the community and the public better.