Under The Perspective Of Media And Power Network Collective Behavior

With the development and popularization of digital technology. Internet and new media have become an important part of Chinese social life, and a new element within the power-system of China. Because of its characteristics and the different user-habits among different social groups,"the web" has impact on the traditional social power system. Thanks to these technological and social changes, a new concept, online collective behavior has come to the stage. Different from the traditional collective behavior, online collective behavior has its own characteristics and mechanism; while compared to the more general concept, online public opinion, it is more active. Online collective behavior gathers the power of thousands of ordinary individuals, and combines them into one active group, which has enormous power to fight against the current social power system. And it also shows a tendency of anti-intelligence and anti-authority, a huge amateur passion, and the support for popular culture. From a perspective of technology, media and power, this paper uses examples of Chinese online collective behaviors like the Chongqing nail house, flesh-searching, and T-mall, as well as deductive reasoning, to generalize the characteristies and mechanism of online collective behavior, when it comes to the issue of power. Although online collective behavior does show some irrational parts like the over-symbolization. and certain destructiveness, it also shows the cry for power, the call for changes of the current social power system from ordinary individuals. In addition. online collective behavior has combine individuals into collective group. which has enough power to shake the power system, and equalize the unbalanced power structure among individuals, social elites and systematic authority. Of course, it is not necessary for social elites and systematic authority to be panic because of the development of online collective behavior, but it is necessary to facing the call for power directly in the digital age.