Virtual Community Cohesion In The Dissemination Of Results From The Perspective Of Research

Internet has been prevailing all over the world which has profound influence and brings great change on spreading social information. On the one hand, it makes people's life more convenient and the villagers'contact in the global village tighter. On the other hand, it has produced some negative effects because of its characters. Virtual community is one of the main channels for network information-communication and has a great and specific role on the internet. Virtual community refers to one of the main platforms, having a special and important role in the Internet and having the character of public, interactive and virtual. Now, virtual community is developing rapidly. In 2007, CNNIC (China Internet Network Information Center) put out 20th statistical report about development of Internet in China that this report shows the number of Net-surfers in China has reached 1.62 billion. The percentage of Internet in China has reached 12.3%. And three quarters of Net-surfers take part in virtual community. So, the research of virtual community is important for practice and theory.Virtual community, as a kind of immaterial and attaching community, has coherence and centripetal force among its members. Coherence in virtual community is distinct and meanwhile similar to it in actual community. Coherence in virtual community is defined as spirit convened and conformed among the member of community. In psychological respect, coherence in virtual community is centripetal force and appetency. In rational respect, virtual community is the force of spirit maintaining the existence and development of virtual community and is the promoting integration between the whole and the individual.Virtual community, as one of the main channels in network, its spreading information has not only the character of internet spreading, but has the functional character of its. Virtual community is public, interactive and virtual, and common net-surfers can publish information, voice out their views and obtain information. This shows that virtual community is the main platform of public opinion, providing the free space for net-surfers. However, Virtual community has the non-central character, and the channel of spreading is multiply and all kinds of information good and bad full of the world. It is difficult for net-surfer to choose the useful information, and even affected the young by bad information.The dissertation analyses the coherence of virtual community from the perspective of spreading effect. In this paper, coherence is considered as the domain of communication. First, the dissertation summarizes the concept and character and research situation of virtual community. Second, the dissertation defines coherence in virtual community. In virtual community, coherence affects communicator, medium and net-surfers. What is the present situation of coherence of virtual community? The dissertation points out that we should consider goal innovation, changing ways and medium environment to perfect the coherence of virtual community and promote the spreading effect.