Network Events. Communication Perspective Mechanism And Its Control

In the past 20 years, the speed of China's Internet development has increased a lot, the number of Internet users in China has exceeded the United States and has reached the first place in the world. As the methods of internet communication have totally changed traditional ones, the impact of network events has gone far beyond the border of online world. Because of the characteristics of network communication, the influence that online public opinion about network events had to the real society has caused worldwide concern, and there's no exception for China. During the recent 10 years, network, the new media, has given people a more convenient lifestyle, and granted freer rights to communicate. But at the mean while, in this brand-new communication world, it also brought on a series of new problems related to moral and law. And, network problems and social problems which were caused by network events began to show up.At present, China already owned more than 384 million Internet users, which is accounting for nearly one-third of the population. Such a large proportion shows that, how to control network events is no longer just a network communication problem, but a mass communication problem waiting for immediate solution. On the one hand, if we take a microcosmic angle, the network allows users to have more discourse space, to change personal issues into public issues via network. And if we view it macroscopically, to some extent, it presents and monitors public opinion. But, on the other hand, we have the pouring of "the network up mass", the repeating of "the network violence," unending network infringement, realization of network events... ... Under current situation, those disputes can not be perfectly solved, no matter by administrative rule, or by laws, or even by moral framework.This paper attempts, from a perspective of communication, to take network public opinion as a result of network events. By studying how network public opinion function in network event, try to tidy up the function of network event, and to make out a plan to deal with network events. After gaining a re-understanding to network events and network public opinion, the process of network event can be divided into three stages: forming, developing, and fade-away. Based on this process, a research to happening stage of network events has been made. Under the framework of media regulation theory and communication function principles, both positive and negative effects of network events have been analyzed. With the purpose to increase positive effect, and to decrease negative effect of network events, the necessity and feasibility of the control to network events has been discussed. Therefore, controlling strategies in complex communication environment has been put forward: Here is the strategy : improve media awareness of internet users so as to use network resource better and more reasonably, call for moral self-discipline, pay more attention to induction of public opinion, to prevent the nature of network events from being changed. Therefore, with laws, administration, and technical control, to build three defending lines of network events controlling.