A Research On Chinese Entertainment-oriented Online Collective Behavior

With the development of the information technology,the online collective behavior is playing an increasingly important role in China,while the collective behavior has made a profound difference.Besides,it has been increasingly entertainment-oriented than before.The author takes the entertainment-oriented online collective behavior as the study object and selects Memes Campaign in Facebook as the object of the case study.Meanwhile the author applies text analysis to analyzing the related data collected through the network ethnography.The author wishes that the research on Chinese entertainment-oriented online collective can be useful for the citizens and government to understand the phenomenon and setting norms for it rationally,which can help to enriching the study of the online collective behavior by exploring general factors of the phenomenon.Based on Memes Campaign in Facebook,the author draws following conclusions.First,the author uses value-added theory to explore distinctive factors of Memes Campaign in Facebook.Memes Campaign in Facebook occurred under a variety of factors.The coming of the internet era provided a favorable social structure.The nationalism catalyzed the general participants' belief.Zhou Ziyu Event became the fuse of Memes Campaign in Facebook.The organizers of Memes Campaign carried out effective mobilization.Memes Campaign in Facebook which was an unexpected incident broke out with the official connivance.Second,the subject of the the entertainment-oriented online collective behavior is the numerous netizens.As the netizens increase in size,the impact of the online collective behavior is growing.The objects of the entertainment-oriented online collective behavior which can conduce to breaking up the political authority and dispelling seriousness of politics include public figures and social system.The carriers of the the entertainment-oriented online collective behavior cover words,pictures,videos andmemes which are increasingly important.The entertainment-oriented online collective behavior is entertainment-oriented,emotional,grass-rooted,critical,anonymous and political.Besides,the author considers that the entertainment-oriented online collective behavior is a result caused by multiple factors.First,the development of internet technology provides a technical condition for the emergence of the phenomenon.Second,that the netizens expect to change the reality provides the mental motivation for the phenomenon.Furthermore,The prevalence of consumerism provides the cultural and social environment.In the end,the irrational netizens have been the subject of the entertainment-oriented online collective behavior.What's more,the author deems that the entertainment-oriented online collective behavior has a positive effect on the whole society.First,it can contribute to resolving conflicts and maintaining social stability.Second,it has obvious political orientation,which is conducive to promoting political efficacy and achieving group goals while it is highly organized.