Study Of Mechanisms For The Dissemination Of New Media Event

With the spread of technology development, the individual discourse ideology strengthened, in recent years in China by appeared in a series of individual using new media is caused from transmission of a major social influence of new media event. This new media events reflected not managers and professional media disseminator of social planning, is not the individual was media ritualizing process, but individual, media and social public discourse space construction of a kind of enthusiasm attitude.Compared with "medium event" in traditional medium age, new media events both in events forms or events aspects of communication have great differences, this text from the perspective of communication and related subjects such as "media event" concept, through the typical cases combing theory analysis, the conclusion in the new media events spread of events during the spread of individuals with strong subjectivity and initiative, individual extensive participation of events spread and provides positive opinion force.The author thinks that the new media event to the internal mechanism of formation and spread in new media is individual in the context of public discourse space for remodeling, This text combined with typical case to research the relation of the individuah medium and community in the event spreads process and individuah medium and community impact to the event. In addition, with self-reconstruction of three, author also made a certain degree of thinking, attempt to explain why individual can do it.Individual make full-use discourse right to set public discourse agenda and the events also shows a propagation process of the use and the satisfaction. Events last settled along with the direction of individual settings public opinion. New media event is individual realize a victory discourse liberty with carnival. But author in the typical case study also found that, in the event transmission process that gatekeeper and opinion leaders still exist, the characteristics of traditional media events such as planning or ceremony not disappear completely, so this individual victory and carnival brings the discourse democracy seem to lack of authenticity.