From Individual Expression To Collective Movement: Network Participation In "Zhu Ling Incident"

China has been a country with full-featured Internet since 1994. During last 20 years, a growing number of citizens connected to the Internet, as the well-developed economics brought in great investments to information industry. The popular use of the Internet to participate in various events, seems to have become the norm in today’s society. The controversial Zhu Ling case sharply got into public view under this circumstance, and has gradually been a special space gathering public opinions.With rescue purpose, people participating in the case find their behavior from the most elementary information dissemination, upgrade to the online petition, online donations and other collective action, and finally even form the regular visit, completing the on-line to the next line relay.This paper questionnaire shows that participation in the process, compassion, anger and black humor occur throughout the whole story. People with a high degree of consensus goal hold tolerant view on the Internet anomie when participating in the case. Besides, the coexistence of expecting negotiation and anti-authority can also be seen when looking into the participation of Zhu Ling case.Mobilization has played an important role in this case. There are three reasons explaining for it. Firstly, tend to be consistent, extreme and collective unconscious contributes to the success of online mobilization. Secondly, the official, civil, overseas public opinion field provides an open market, attracting people who hold different views to discus with each other. Thirdly, our government attach more importance to online participation, the policy environment of new media is becoming better.Although people participating in this case are facing a series of problems such as radical discourse subgroups’ power expansion, Aversion because of mandatory spread, lack of supervision and other relief the plight of the network, but have to admit, the network participation is playing a positive role nowadays. More and more people who have no direct interest are involved in the case, calling to solve the problem and developing abundant ways to help Zhu Ling. Their participation has become a power of supervision, which break the opinion monopoly in the public area.Based on the above analysis, suggestions on promoting orderly participation are as follows: people should improve the degree of organization and take appropriate emotional behavior; extend participation period, develop massive active users who are eager to show emotional identification with this case; get rid of media governance dependence, and create benign interaction between the public and our government.