A Study On Social Media Mobilization Strategy And Structure Of Nimby Events

NIMBY events are the outcome of the acceleration of industrialization and urbanization,the raising of the awareness of environmental protection and participation of citizens in China.With the development and popularization of digital network technology,some new features have been presented in NIMBY events.As the most critical part of NIMBY events,the process of mobilization and organization is significantly different from previous group events because of the development of social media.The communication and interaction of information is the most basic means in the process of mobilization and organization.They show different communication logics on the social network platform.This paper takes the construction of modern service-oriented government and political democratization as the research background.Communication(connective action theory,etc.),Sociology(social movement theory,collective identity theory,etc.)and Political Science(political system theory,finite rational decision-making theory,etc.)are the main theoretical basis of this study.This paper chooses the most representative,influential and effective NIMBY events of the last ten years,taking the event of the Lianyungang nuclear cycle project as the mean research object.Combining the case study of the Xiamen PX project event and the Shifang molybdenum copper project event,this study explores how new characteristics and laws of communication are presented in NIMBY events with the development of social media and the decline of mass media.The first chapter explains the article by introducing research background,research questions,key concepts and main theories,literature review,research design,research route and methods,research priorities and difficulties.The second chapter summarizes the strategies of mobilization on social media in NIMBY events by word frequency analysis and other text analysis methods.There are three main types of mobilization strategies on social media:constructing identity under the framework of individualized action,disseminating information on multi network channels and seeking cross-regional attention.The third chapter summarizes the structure of mobilization on social media in NIMBY events.lt is considered that the inherent mechanism which serves as weak ties and opinion leaders which serve as dissemination nodes form the structure of mobilization.The fourth chapter measures the mobilization effect of social media in NIMBY events under the theroy of connective action,taking engagement strength,agenda strength and network strength as indicators.The fifth chapter analyses the phenomenon of group polarization expressed on social media by means of content analysis.It researches on the self purification function of micro-blog and the government's disposal of information on social media after NIMBY events.Based on the need for the proper and effective disposal of NIMBY events and the promotion of political democratization,the sixth chapter summarizes the reasons for the emergence of NIMBY events and the difficulties faced by the government,and puts forward the multiple strategies and suggestions for the government to deal with NIMBY events.