A Study On Mechanism Of Public Participation For Microblog Involvement

As a kind of social media on basis of sociality relation, Microblog has been constantly transforming thesocial communication and communication model by its unique advantage, and the inherent traditional mediahas been gradually broken. Microblog has built a We Media platform characterized by its openness,instantaneity, and convenience. By producing fragment information, it has completed the reproduction ofsocial relationship by which it live. The words and claims of the public especially "the grassroots" havebeen more released through the Microblog.Thus, the Microblog can rapidly accumulated public attention infront of Public issues. By “circusee”, a kind of special "group" network behavior, the public has completedthe opinion constriction, discourse interpretation and meaning contest of the public issues, which makes theMicroblog gain the positive effect of social mobilization.Meanwhile, the ways and approaches of communication between officials and the public have presenteda new trend. Especially in some hallmark public events in2011, such as Microblog Abduction-strikingEvent, Nanjing Firmiana Event, Wenzhou Motor Car Event and Dalian XP Event, there is a benigninteractive model in online and offline participation.Because of many public events raised by Microblog Mobilization, netizens have constantly posted theiradvices on Microblog, which has been highlighted as dominant communication and political proposition.This is not only a new attempt of citizens’ participation in political affairs, but also a subtle note of civilsociety quietly growing in China.Facing many hallmark public events such as Microblog Abduction-strikingEvent, Qianyunhui Event and Jiangxi Yihuang Forced Demolishment Event, the public wisdom hascompleted the social mobilization in Microblog space with the language rhetoric and image rhetoric. Socialdispute is flowing out from the production and transmission of the words of underclass and has becomepublic words in an era.This is a kind of typical new public sports, that the essential emphasizes the effect in public domain inthe way of words and rhetoric, so as to realize the construction of public issues. Here, the early warning ofpublic opinion and the governance of Microblog rumors are particularly important. There is a newbreakthrough in the way of Public participation, whose evaluation ways are also more diverse.Besides, it is not hard to find that a communication model that is based on substitutive mediadependent theory is becoming a typical model of the production of public words in Microblog in front ofsome public events that endanger public interests. Obviously, as a social media, Microblog greatly boosts the depth and validity of the public participation, and becomes an effective media platform which ispromoting the growth of Chinese civil society and activating the raising of civil consciousness.