Online Collective Action Frame And Emotional Mobilization

With the advent of the era of web2.0, the network has deconstruct hierarchical powerand creates a relatively free space, collective actions which take the network as themediation are emerging in endlessly and has become a new focus of the academic research."Hatred of the rich" events as one of social transition special collective actions hasreceived widespread attention in China, it s mechanism not only affected by thecontemporary social macro level factors, but also applied to participants feeling themicro-level factors, and the emotional factors in the research field of vision of collectiveactions is being taken more and more seriously. Based on this background, in this paper,we study frame structure and its emotional mobilization of the "hatred of the rich"collective actions which caused by the network and taken network as the maincommunication platform to understand "hatred of the rich" events framework constructionprocess and current social structural elements of the emotion in China. In theory theimportant role of emotional elements can be further confirmed and expanded in thecollective actions.The theoretical basis of the paper are the framework theory and emotion theory ofcollective actions. Firstly, according to the collective actions framework concept, theprimary framework of "hatred of the rich" events can be analyzed and collected based onthe core actors speech, grassroots rumors articles, video, etc. At the same time,framework construction in the process of framework competition and transmissioncharacteristics can be discussed. Then based on the theory of collective action, theemotion index are elaborated for discontent and collective identity, the degree ofdiscontent and collective identity are divided through the analysis of depth interview data,which can be compared with its degree of participation in "hatred of the rich" eventsnetwork collective actions, to analysis emotional impact on Internet users participation innetwork collective actions. At the same time, in the process of depth interview we alsoknow some other situations about the respondents participation in the network collectiveactions, such as access to information, dissemination of information, who finally pushedtheir participation, evaluation of network collective actions,etc. Finally, primary framework of "hatred of the rich" events is related to emotional factors to analysis whythis framework has a huge mobilization effect, and to discuss the behind deep socialstructure of emotional mobilization. In the paper, crosswise comparison to samples of"hatred of the rich" events also has been carried, aims to summarize the emotionalcharacteristics and emotional guidance way proposes the technical level and system levelof "hatred of the rich" events.The primary framework of "hatred of the rich" events network collective actions is"ressentiment framework", which is "episodic frame" attributed responsibility to specificindividual and along with discontent and anger, it is affective. Through depth interviewand text analysis we concluded that the more emotional, the greater the chance of Internetusers participate in the network collective actions, the higher the participation. Thus, the"ressentiment framework" because of the mobilization of the emotion and has great effect.Anyhow, the reason why "ressentiment framework" has strong mobilization effect is thatthe flag of hatred of the rich and hatred of the enemy officer, and emotional mobilizationstyle for discontent and collective identity, which is inspired feelings of Internet users andmobilized their power, thus the network interaction is stimulated and caused the networkcollective actions.