The Study Of The Out-of-control Of We-media Empowerment

In the sixties and seventies of the20th century,"Empowerment" theory was born inthe western academia. It tends to be practical, and it just as a term of Science in SocialWork in that time. In subsequent development, because of its wide applicability, it hasbeen introduced in the various fields of social science, the related research is becomingmore and more popular in today’s academia. Empowerment theory has been introducedin communication by some scholars, including Rogers, the famous communicationexpert of the United States, and has developed gradually a series of research aboutempowerment of communication later. In the21st century, we-media appears. Theaudience is not only the recipient of information, but also the information communicator.Based on the empowerment theory, the meaning of the emergence of we-media is thatpeople increase the power for themself, improve the bad situation of powerless ordisempowerment, and improve their daily life through the use of we-media, so as tobetter ensure the stability of social development. However, the we-media is also a"double-edged sword”, when it empowers people, it also brings some seriousout-of-control phenomena of the we-media empowerment.Following the trend of this time, based on previous research achievements aboutempowerment and communication empowerment, this paper will associate the study ofwe-media with empowerment of communication, and deeply discussions onempowerment of communication of we-media. The paper will tidy up and define therelevant concepts, including empowerment, communication empowerment, we-mediaempowerment, the out-of-control of we-media empowerment, and so on. With themethod of case analysis, the paper will mainly select the newly occurred out-of-controlcases of the we-media empowerment, and classifying and analysis phenomenon. Then,the paper will explain the complex causes of the out-of-control phenomena of thewe-media empowerment. There are seven big aspect reason, including the unreasonablepower-use of people, the high communication decentralization of we-media, the strongelimination strength of we-media, the unconditional "access" of we-media, thecontrollable anonymity of we-media, the strong real-time communication of we-mediaand the weakening "gatekeeping" mechanism of we-media. Finally, the paper will think about the out-of-control of we-media empowerment, and come to a conclusion: thewe-media media empowerment is relatively strong. At the same time, the paper will putforward suggestions about management and control of we-media empowerment.