A Study On Forming Mechanism Of Cyberspace Collective Behavior And Coping Strategies

The paper did case study on the events of Zhou zhenglong, Deng Yujiao and Wengan in Tianya BBS and People's BBS using content analysis method. The study mainly achieved the following innovation points:1.Examination of influence of internet events factors on the cyberspace collective behaviour. Through testing how the variables of event conflict, events key process, events ending effect on the heat, attitude predisposition and time period of cyberspace collective behaviour, the study found events factors played the role of igniter fuse. Every key process in the event developing process caused a peak of collective behaviour. Government's relating events were especially sensitive, and evoked high attention within short time. The more government disappointed netizens, the more attention they would gain and more negative opinion would appears. The author thinks cyberspace collective behaviour is the way netizens seeking for truth, and it is usually an exit of cannot expression of emotions, especially negative emotions.2. Examination of influence of internet communication factors on the cyberspace collective behaviour. The study tested how the variables of BBS environment, web postings'source, posters'identity, attitude, emotional words, etc effected on the heat, attitude predisposition and time period of cyberspace collective behaviour. The study found that hits and replys in business BBS Tianya were both more than that of People's BBS as a main stream BBS. Text messages and photos video message can cause equal heat and response; the longer the subject poster is, the more original content the poster has, the more heat and support it can gain. Content from main stream media is relatively weak. Meanwhile, high frequency derogatory words, emotional expression and sharp emotional inclinations can make the subject get more hits and strong emotional response, but also become easy controversial. 3. Conclusion of the IEC interactive matrix formation mechanism of cyberspace collective behaviour. Summarising the above internet event factors and internet communication factors, the author found these variables working through the whole process of a cyberspace collective behaviour. Thus, the study generalizes the interactive matrix formation mechanism of cyberspace collective behaviour from two dimensions of internet event and interactive communication.4. Proposal the events management - internet communication management matrix model of coping strategy. According to the IEC interactive matrix formation mechanism of cyberspace collective behaviour, the study proposed a events management - internet communication management matrix model of coping strategy. On this basis, the author proposed several effective suggestions on both event process management and internet communication management.