An Analysis On The Audience's Role In The Communicating Of The New Media Events

With the development of the communicational technology, the audiences'mental consciousness, and the democratic political, a series of New Media Events, which is carried by new media, and attracts quantity of people, has taken place in our country these years. These events are not set up by government, as well as the public, but some wonderful show performed by all kinds of social political power.Compared with Media Events, the audience in New Media Events is an important political power when public opinion is used to resolve a dispute. As a result, I choose the process that the mass mold and the way they exercise their power as my object of study. In this article, I use the theory in communication study, cultural study, and social psychology study to analysis the audience's power, the collective-accepted feeling, the affect on other social political power, and so on.Before detailed analysis, I try to make clear the concept of New Media Events. It is a theory based on Media Events which was put forward by Daniel Dayan and Elihu Katz, but there are lots of differences between Media Events and New Media Events, such as Carrier, Participator, Approach, Content, Affect, and so on. In the process of the event, audience plays a quite important role, and this is the main different between the two kinds of events. In New Media Events, the audience plays their role beginning with emotional mobilization. Because of the passionate words, the postings could be broadcasting immediately in a short time and causing large wave of public opinion. When this emotion comes to some degree, a strong feeling of identity and collective achievement will evolve, and WE, which is a loyalty group and stands for the audience in the net, will be developing. The powerful audience-group makes internet as its frontiers to make comments on the social situation and the lately news, which has made a lot of effects on traditional media and government.While at the macroscopic level, we can consider the audience in New Media Events as a whole. Compared to the audience of traditional media, they generate content themselves, pull information freely, they are radical, and know their mind very well. In the view of Carnival Theory, the audiences cover up their real position and lash out at authorities with "tongue-in-cheek" humor. When the group's opinion reaches an agreement quickly, but lack of effective conduct, Group polarization phenomenon will appear. At this time, the social elites play an important role of Opinion Leaders to conduct audiences.In general, the audiences'behaviors in the course of New Media Events are analyzed in this article on one hand; the audiences'whole images are studied on the other hand. This article focuses on the role of the audiences in the course of the New Media Events, and inspires others to research the solutions to the New Media Events which audience plays a very important role.