Network Communities, Mass Media In The Study

Every time the change and the evolution of the media will bring a leap to human communication activities. The Internet, which becomes "the fourth media" after the newspapers, radio and television, changes the pattern of traditional media and indisputably won its own unique position during the formation of the news media and public opinion. And as an effective carrier and platform for a vast number of ordinary users to spread their opinions, the network communities, which represent a tremendous value and potential influence for the grass-roots cultural, has been playing an increasingly important role in the communication activities, and undoubtedly, the community-based networks have become an inevitable trend and a matured development model.Because of its characters of virtual, occult, open, interactive, independence, speed etc, the network communities become the focus and special places for public opinons' dissemination. As a public discourse space, the network communities, in which the users can start a variety of close and frequent exchanges beyond the physical space in real life, freely express their will and desire, and form new "groups" based on different interest, professional or concern by the way of discussion.Network community seems to become an unprecedented place for free and open discourse, but the real freedom is to enable dissemination of public opinion to be effectively spread, and public opinion to make a real message. In this case, how the network community to play the role of this message? In the course of its spread, what factors and how long it will affect the process and results of the public dissemination? etc. This paper will sort out and summarize these points from some basic problems of the network community, such as its development profile and its characteristics. According to the relevant communication theories, this article will discuss the details of the network public opinion' dissemination, including the spread characteristics of the network public opinion, the spread laws, the models of the dissemination, and its subversion and challenges to the traditional theory. In this article, the author select the End of the World Community for case to explore the network communities' general rules, characteristics and constraints in the process of the public opinions 'dissemination , as well as the public opinion's formation process on the platform of the network community and its dissemination extent and effects. The purpose of this paper is to explore the relevant rules and characteristics of the dissemination of the public opinion in the network community, provide methods and basis to effectively control and guide the network public opinion's dissemination, making the network community to fully play the role of guidance and supervision of the public opinion.