A Study Of Network Media As Social Capital

The communication of internet media, which based on internet technology, has made great profound changes on the thinking and living method of human beings, and reconstructed the internal structure of our society. Internet is not only an essential tools which can be used to exchange information, but also give a big boost to the reform of life content and mode about politics, economic and culture. Moreover, the internet technology-based media has become the tools and platform of the social contact management.Whether individual or organizations of a variety types, the master of internet media means the construction of the new type of social network and the possession of social resource. Therefore, the traditional social relationship based on blood kinship and geography has become a newly relationship based on "eyes" and "hearts" under the influence of internet. This newly relationship depend on "eyes" and "hearts" has eliminated the influence of age, sex, status, career, belief, race and color of skin, create the new field of human contact, become the important method of newly social capital construction in our daily life.As Pierre Bourdieu to define and use the concept of cultural capital from a metaphorical sense, rather than define the concept of the social capital of internet media with the economic capital perspective, this study define the concept from the symbolic meanings. In other words, the internet media, as a symbol of social capital, incorporated into individual and organizational networks of social resources, so that we can explore the effect of media in information age on formation of social network of individuals and organizations. However, the key problem lies in the how to build a social networks in a virtual space, thereby becoming a new kind of social capital and play a role in society and the individual organization? In this regard, this study is mainly to solve the following problems:(1) as the social capital, how the internet media to produce their value resource.(2) Characteristics and positive features of social capital of internet media.(3) Network media how to weave social networks, thereby becoming the new social capital?(4) The impact of individual social actor’s construction and effective use of the main factors of social capital network media.In this paper, as independent variables, the network media social capital will be inspected in the social networks morphological changes and social structure changes caused by interpersonal process. Among them, the relationship between the way of internet media get social capital and the subjective views of users (behavioral psychology) will be the focus of the inspection. Meanwhile, put the social network as the dependent variable in this study; examine the differences of the social network construction between traditional media era and internet era. Examine indicators include:(1) social network built in time and space;(2)the subject’s behavior and purposes in the process of building social network;(3)the relationship between the effect of social relationships community resource mobilization.Specifically, the paper is divided into seven sections to explore the background, operating characteristics, the main function of the media and social networks’social capital building problems in transition.The first part is an introduction, mainly introduce the topics reason, significance and innovation, research status at home and abroad and research methods and paths.The second part concerns the logical basis throughout the full text and basic theory. First, introduce the concept of network media and its impact on the theory of traditional mass communication. Secondly, introduce the concept of social capital and related theories. After, analyzes social capital theory from a sociological, communication sights. Finally, describe why the network media as a new form of social capital.The third part focuses on studied and analyzed network media as a social capital. Include elements of social capital and classification of network media and network media prerequisite for generating social capital and positive function and negative features of network media social capital. This section focuses on the concept and theory from the core issues of text.The fourth part empirically analyzes the formation of social capital network media. Specially conducts a questionnaire survey and interview survey, details statistics for963effective social behaviors of individuals in different occupations, ages, sexes, then analyzes each of the results at length. So that discussed the formation of a network of social capital and the role of the media played in society in their daily lives with empirical method. Obtained the network media communication capabilities and network media use is the important factors of affecting the social behavior of individuals and building network media social capital.The fifth part elaborates the standards and methods, positioning effect assessment, principles of network media social capital. The sixth part analyzes the type, objective and subjective reasons, and social harm resulting of problems in the process of social network media in building social capital.As a conclusion, seventh part discussed communication networks of social capital and its future trends in sociological sense.