Rhetoric, Language Communication Norms And Social Capital Of Network—Research Of Non-Content Factors Of Literal Language Of Network And Audience Attention

Existing theory examines different content of dissemination will attract the attention of different people. This paper tries to explore whether different forms of written language will affect the audience’s concerns. Internet media is indeed providing people with a freedom market of written language publishing. However, due to the huge amount of information that conflicts with the limited attention of the audience, not all of the written language can get an equal right to be concerned. In the field of online media, there is a never-ending struggle to compete for audience’s attention. In order to make the content of personal appeal or advocates get enough attention of the society in exchange for certain benefits, people intentionally or unintentionally uses a variety of ways, means to obtain victory in the battle for eyeballs. These memods include the use of deviation from the conventional method of discourse——rhetorical activities; include verbal communication norms subvert——subvert the principle of equality, peace, respect, etc; include accumulation of online social capital to determine personal center or authority position of discourse. These methods and means make the written language have a powerful influence, increasing the volume of written language.