Communication Empowerment Research In Internet Age:an Empirical Study Based On The Psychological And Behavior Of Internet User Individual

In the context of dual macro-backgrounds of China's social transformation and internet age, theoretical research and reaction for Internet communication empowerment have been steadily expanded and advanced in China's social environment. The study topics regarding the values of individual empowerment in participatory internet communication and the subsequent consequences of changes in China's social structure and transformation are becoming pressing areas of fellows'focal research. For the purpose of multiple theoretical perspectives, the subjects chosen in this research are internet users within the demographic location of Mainland China. Through the employment of the combination of both quantitative and qualitative methods, the common practices of these individual subjects allow for the examination of internet communication empowerment.Internet communication empowerment can be basically defined as putting empowerment into practice to speed up individual and social progression and the consequences resulting from participatory internet communication are individual being empowered. This research dedicates to build the structures for internet user participatory internet communication behaviors and interaction amongst individual empowerment. The practice of communication empowerment in common internet users in this research is placed in a continuous process and the procedure of empowering China's internet users on the internet platform is used as the link. Focal areas of this research are based around the following aspects. First is to present the characteristics of process and result of Internet communication empowerment on Internet users. Second is to investigate the practical path of Internet communication empowerment on Internet users. Finally, the difficulties and opportunities, which encountered during the process of promoting Internet communication empowerment individually and socially in the dual macro-level backgrounds, are interpreted in the context of introducing the perspectives of participatory development and internet literacy theory.On the basis of systematically summarizing relevant nationwide and international research findings of empowerment, this paper clarifies the concept and basic insight of empowerment and communication empowerment, and processes the definition of result of communication empowerment on Internet users in the context of China's reality environment. Results of communication empowerment on individual can be divided into three aspects which are psychological empowerment, status of interpersonal communication and behavior of social participation. Following items are specially qualified: Internet user's self-efficacy, sense of capability and desire for control, capacity and diversity of interpersonal communication on the Internet, and affects and cognation of interpersonal communication and opinions and the practice of society participation behavior. Observations from surveys, whose samples are mainly base on occupation distribution, show that system of measurement index has comparably higher credibility and validity. This research discusses the relationship amongst internal layers within the results of individual empowerment, causing realization that the degrees of empowerment for self, interpersonal and social participation have been in reality diminished, yet are mutually enriching.The process of Internet communication empowerment is objectively analyzed in the social stratification dimension and the result shows that there is a significant difference amongst social stratifications in the process of Internet communication empowerment. Use gap, which exists in the internet users with different socioeconomic status, is reflected in the high correlation of education degrees, household income level with intensity of internet use, severity of dependence and recognition of information processing mode. For those internet users who are in the low-level status in the occupational stratification, they present low levels in intensity of internet use, degree of satisfaction for demand and preference, and recognition of information processing multiple modes.'Production gap'for web content shows that the higher degree of education Internet individual user has, the higher intension to produce content in the Internet; The higher household monthly income per capita Internet users have, the more time they spend on producing content in the Internet. Internet users with low-level status in the occupational stratification are in lower levels of intension to produce content in the Internet, intensity of producing content in Internet, and degree of satisfaction for demand and preference of multiply producing content. In addition, the phenomenon of'stratified'in the result of Internet individual user's empowerment is significant/obviously. Internet users with various degrees of education and household monthly incomes per capita show significant differences in the result of empowerment for self, interpersonal and social participation. Result of empowerment for self, interpersonal and social participation shows unparalleled differences for Internet users with various degrees of education and levels of household monthly incomes per capita.This research reveals Internet communication empowerment has been affected by various factors in the reality path of Internet communication empowerment for Internet individual user. Empowerment in internet user is still restrained to degrees of education, household incomes, occupations and other social structural factors to some extent. In the aspect of behavior of Internet use, intensity of Internet use has positive effect on the empowerment of Internet individual use, different Internet preference and mode of processing information have different influence on the results of empowerment in3layers, entertainment preference in the internet use has negative influence on the results of empowerment of Internet individual user in3layers. In the aspect of behavior of producing content in the Internet, intension to produce content is able to positive predict the results of communication empowerment of Internet individual user in3layers, intensity of producing content has no significant influence on the result of individual empowerment, but entertainment preference in producing content in the Internet has opposite effect on the degree of empowerment for interpersonal and social participation. Meanwhile, intension to produce content in the Internet has part of mediation effect on the influential relationship between the behavior of Internet use and the result of empowerment of individual, intension to produce content in the internet decrease the ability of positive predicting the result of empowerment of Internet individual by the preference of Internet use. Besides, the influence on the result of individual empowerment by the behavior of Internet use has adjusted by the factor of the extent of social participation, on the flip side in reality, the participants response has weakened the influence of individual empowerment in some extent caused by Participatory Internet Communication.In considering of the complexity and subjectivity in the practice of Internet communication empowerment, this research refers to and ground in the theoretical concept, carrying out the qualitative research on the Internet communication empowerment by doing focus-group interviews method to make up the disadvantages caused by closed questionnaire. Interviews focus on the current situation of Internet user empowerment, the influence of internet communication on empowerment, the prospect of Internet communication empowerment and discussion on other issues, to report the ideas of Internet communication empowerment on the Internet individual user and varieties of daily performance through multiple dimensional perspectives, restoring original livelihood and complex relationship between Participatory Internet Communication and empowerment, assisting to discuss the problem and re-examine and re-found the hypothesis.Based on empirical research, this paper present the reality of Internet communication empowerment on Internet individual user, outline/draw the path/route/way of Internet communication empowerment, import participatory development and internet literacy to interpret/problems existing in Internet communication empowerment and its future perspective. This research is an active attempt to deepen the empowerment study in the communication study field, to endeavor to promote/motivate the further development of empowerment theory in research of communication studies and application aspect, with high/enhanced academic value. Meanwhile, this research tries to provide inspiration and suggestion to Internet communication empowerment practice, Internet literacy education, design and decision-making of policy by the public participation in the context of China's social environment. It also has the vital practical significance to promote the China's social structural transformation. Internet communication empowerment is a study topic which is full with content. This research has some limitation inevitably as a result of the restrictions of some subjective factors, which reserves degrees of flexibility to continually improve and to prepare for further study in the near future. Further investigation of follow-up research is required to explain related phenomena and to discover mechanisms.