Social Mobilization And Organization Of New Media: Structure, Opportunity And Framework

On March18,2014, in Taiwan, China launched a movement by black island youth front-"sunflower movement",which caused a huge impact on Taiwan and mainland China, even all over the world.This has been the longest, greatest and had most supporters movement in Taiwan in recent years.Taking R.Kelly Garrett’s theory as the framework, respectively from the structure of social mobilization, political opportunity structure and frame process to analyze the issues.Consider the new technology in the movement as text, discuss how the new media in the social movement complete the role of social mobilization and organization, and how to let individuals in virtual network environment find the sense of belonging and collective consensus, express his own voice,in the end successfully launched a social movement in reality.This paper adopts literature analysis, case analysis and depth interview method, to analyse Sunflower Movement thoroughly.Then draw the conclusion:New media, convey information quickly and widely,make civil disobedience possible and build a platform for participans to express their views.What’s more,let information communicate with each other in different circles in the form of weak, then play a role of mobilizing. Stand on new media platform, social movement organizers framing their appeal and put pressure on the government. Meanwhile, the participation of new information communication technology, reduced the threshold and costs of participating in social movements,produce powerful collective identity, and increase the cost of government crackdown. Social movement organization use new media flexiblely, construct a particular appeal in a particular way, and in the use of cultural interference, deliberately smear opponents,thus enhance their own legitimacy, which would increase the success rate of mobilization.