Mobile Media Communication And Collective Behavior

The social change brought by the new mode of communication is not just what it is spread, but more impartment than all of that, is its own definition of a number of sources of information, the symbolic way, the number and rate of transmission and its surrounding environment. Though it has been nearly several decades since the emergence of the mobile phone, it already has nearly 1.2 billion users in China, so the function of the mobile phone is no longer a single communication tools. The development of science and technology distinguishes mobile phone different from the traits, as "anytime, anywhere and at any will", of any other traditional media, which almost contains the diversified function and form of all traditional media. All of those traits make us pay increasing attention to the effect of the mobile phone, and make it become an indispensable part of our modern life. Mobile phones have evolved into a multifunctional interactive media and then drive into the 4G era as the mobile networked and broader bandwidth. But suppose the over past decade belongs to the Internet, and then the next decade will belongs to the mobile phone. It is like a max-net, which is integrating many kinds of media, making it become a new stage of media convergence.The collective behavior, as an important part of social group phenomenon, always has been studied by scholars in sociology and psychology field. But with the rapid rise of the network-society and the increasing development of the media technology that is represented by the mobile Internet, especially with the optimization of the 4G network, the popularization of the smart phone and the increase of application software, the mobile network space provides a new active platform for traditional sense of the collective behavior. This brings about media extension of the traditional collective behavior-----Network spread that is represented by mobile communication.At the same time, the public’s needs of personalization and control position are getting greatly satisfied, mobile phones’identity as "mass creator" is becoming significant gradually. In this context, not only some behavior based on personal desire and imagination has begun to catch our eyes, such as "The network spoof, collective gag, Internet Rumors, cyber manhunt", but also the activities of "seek advice from netizens on micro blog, micro blogs combat child-trafficking, Micro public welfare activities" that is aimed at the political and economic decision or social and Hot spots of the people’s livelihood and society are in the swing.The citizen participation climax, including the political participation thrives in a better technology, communication platform and a more relaxed political atmosphere. Many kinds of voices and multiple points of the mass are in the situation of coexistence and co-prosperity. And the spontaneous, unpredictable and unorganized collective behavior triggered by the Internet, especially by the mobile media has aroused much concern.This paper is based on the sociological theory of "collective behavior", "spread reshape the collective behavior" as the core concept, and takes "ALS Ice bucket challenge" which is regarded as Micro public welfare as an example. When we apply the collective behavior theory to media research, it can make up the shortcoming of the spontaneous and unorganized "collective action" in the process of mobile communication. And then it discusses the following questions:what the collective action varies with the mobile media catalytic compared with the traditional on the platform of the mobile internet; whether the mobile phones are shaped new collective action mechanism; whether the collective behavior under the influence of the mobile transmission is creating a new public space and so on.The paper is divided into four parts. The first part mainly introduces the background and evolution of the topic, the theoretical and practical significance of the research, review and methods of related researches both at home and abroad. In the second part, mobile media and collective behavior were summarized respectively, in addition to analyzing the condition, genesis and structure of collective behavior, this section also gives some detail introduction about the division of the cluster, such as the normative theory and the distributed cluster. Moreover, this chapter sums up the use features of the mobile media. Then mainly introduces collective behavior, the micro public welfare "ALS ice bucket challenges", with data and instance to analyze the internal structure of the collective behavior in the event, and points out the cooperative working both online and offline. The third part, mainly analyzes the mobile media in the use of "ALS ice bucket challenges" events, including the use of communication tools, mobile media, the superiority of such event propagation and mobile phone brought by the media, public opinion influence; The innovation of this article is in the fourth part, firstly discusses the problems existing in the mobile phone media and collective behavior are discussed and debated here, pointing out that the external challenge of the mass media and the internal deficiency of the mobile media; And then mainly discusses the function of mobile phone dissemination on the reshaping of collective behavior, and studies the different social environment under the influence of the mass also shaping the new social order and collective behavior, points out the future development strategy of the mobile media.