The Research On The Spontaneous Mobilization Mechanism Of Internet Public Opinion Crisis In The New Media Era

As the rapid development of the Internet,the network public space gradually occupies people's daily life.The wide space,timeliness and freshness of the network information dissemination play a positive role in meeting the audience's information needs.As a relatively high degree of speech liberalization,the Internet also has promoted the development of civil society.Public opinion online is more like a way of projection from social public attitude and suggestion which is also a expression form of network discourse in the process of seeking rights and demands among all the social level.In order to get more attention from State,seeking the maintenance and supports for their rights.The mobilization of collective action in traditional social movements often has a certain goal orientation,however,the network public opinion crisis also has a certain orientation.Therefore,the mobilization mechanism in the network public opinion crisis become the main research perspective.In recent year,under the background of new media era,the crisis of public opinion,which is dominated by complex network virtual space,often shows the phenomenon of spontaneous formation which is not restricted by any organization plan.The formation of network public opinion crisis is affected by the spontaneous resource mobilization mechanism.And the negative opinion's emerging constantly.It's moredifficult for government to control over it.In the process of social change,the instability of political structure cause the social aggravation,which is the main reason of the formation of social movement.And during the new media era the Internet expanse it's express channel for civil society,which also provide a wider place for the collective action in the social movement.The formation process of the network public opinion crisis often has the same mechanism as the formation process of social movement.By using the resource mobilization theory in social movement to analyse the mobilization mechanism in the process of network public opinion crisis generation,and with the sociology,communication,psychology meanwhile can be helpful for controlling the network public opinion more comprehensively and establish a effective guidance mechanism.In social movement the resource mobilization theory include three dimensions,including the resource mobilization,participatory member mobilization and framework integration mobilization.At the same time,take these three dimensions as network space resources,participating in mobilizing group resources and discourse resources when analyzing the spontaneous resource mobilization mechanism and pay attention to the correlation between them in a systematically and comprehensively way,can better explain the spontaneous resource mobilization process of network public opinion crisis in both microcosmic and macroscopic aspect.The microcosmic explanation is mainly used to analyse the effect of the rich Internet resources to the network opinion crisis and the framework integration mobilization's visual impact.The macroscopic aspect is mainly used to analyse the psychology of the mobilized group,the macro political structure,the risky society ' s impact on the participation behavior in the network public opinion crisis.During the analyse,can found that the common preferred elements of participants is often the fundamental cause in the formation process of spontaneous resource mobilization in the network opinion crisis.The resource supporting from cyberspace and the framework integration strategy which is adopted by the participants to promote the social benefit generation from the online public opinion crisis spontaneously is the key objective factor of spontaneous resource mobilization's formation in the network public opinion crisis.However,base on the complexity of network space information communication and the complex interpersonal relationship in network environment,the Internet users still have the “guiding demand ”of information.In addition,due to the advantage of government in controlling almost all the public information,and the realistic of asymmetry of information transmission,provide the government a favorable space to guide the online public opinion crisis.Make the topic attributes disseminated in an obvious way by relevant government departments actively will be conductive to the transition of network public opinion crisis and it's gradually elimination.Meanwhile,establish a scientific network public opinion crisis information controlling mechanism,construct a non-zero-game between the government and the public in a sustainable network ecological environment,in order to provide a favorable guarantee for the society's stability governance.