Microblogging Boycott Event Study

As a kind of social movement,Boycott has130years of history.the most famous boycott is the Montgomery Bus Boycott,because of it,Jim Crow laws were abolished,The civil right’s movement of America welcome new hope.In china,grand boycott usually has strong nationalist feeling,such as boycott Japanese goods,boycott American goods,boycott carrefour.most Scholars research the meaning of politics and economics.Weibo was born in August2009.Taking advantage of real-time communication, convenient expression and strong interactive,it attracted hundreds of millions of users.they post,get imformation and keep in touch with their friends on it.with growing stronger,in the scope of make subject,guide public opinion,weibo’s advantages pop up.it breakthrough the form of communication of tradionl media,and surpass the spread effect of former network communication.it bocomes the biggest area of public opinion.Weibo boycott happened in this contextin2012,the events of Wang xiaoshan boycotts Mengniu, Li kaifu boycotts Oniy You,Luo yonghao boycotts SIEMENS freezers have great influence in weibo.The thesis take Wang xiaoshan boycotts Mengniu as an example,use the framework of contentious politics of Charles Tilly study the weibo boycott.I’ll borrowed his research method,based on reality.The thesis contain three parts:occur of boycott and mobilize of opinion leader performance of boycott and logic of collective action,result and dismiss of boycott.Combine with the case to anlysis the weibo boycott of China and the role of opinion leader in this events.The analysis shows,weibo boycott occurred by specific event,it become popular after the opinion leader get involved.They use the measure of emotional with fact to invoke people,adopt online and offline to multiply the impact,and success achieed.The routine of boycott show influenced by personality,exprience,the knowledge of network,the different person will use the different perform show. In the process of mobilization,new opinion leader and ordinary netizens,they have different motivation justice and the mob exit at once.The influence of weibo boycott relate with the influence of opinion leader,the attitude of community decide effect,and the targets of boycott impress the result of events.In this game of weibo boycott,the opinion leader play the priority even determinative role.if there is no stronger opinion leader hold on,they sponsor boycott and end it.