Research On Formation Mechanisms And Effects Guiding In Network Mobilization

Network mobilization is a new form of social mobilization under the condition ofnew media era in our country, its formation deepened on the adverse social structure, suchas social anxiety, frequent social conflict and the favorable social structure of thedevelopment of network. Compared with traditional social mobilization activities, thebiggest characteristics of network mobilization is the integration of real and virtual world.The initiators of network mobilization are various social roles,they release some leadinginformation through BBS initiative, blog and chat tools rely on virtual identity in order toget the approval and support of other members of virtual space.And they also try to makethe interactive become real action to effect real space.In this paper, the author try to integrate some subject theory from communication,social psychology and political science, to define the concept of network mobilization,andanalysis the connotation, advantages and disadvantages, generating background,transformation process,and effects guiding of it based on the perspective of virtuality andreality combination.On the level of "knowing", through systematic comb,we can learn that networkmobilization may generate positive and negative effect,we have to guide the negativeeffect in cyberspace and the effect after guiding can not act on the social reality directly,italso affected by the influence of inhibitors. Through the critical reading of theseobstacles,the author puts forward suggestion on the level of "action", the governmentshould strengthen the supervision of the network media, channel and standardize networkmobilization; legislature should perfect the legislation of network, construct legal networkmobilization mechanism; the traditional media should use their own advantages to lead thenetwork mobilization; Internet users should constantly improve their cultural literacy,express view rationally.