On Impact Of "Network Navy" To Network Public Opinion Situation

With the development of the fifth media Internet, people begin paying attention to the social affairs and participate in the political democracy through the network carrier, which establishes the technical foundation for our freedom of expression. However, there are misleading and hurt everywhere in the virtual world of cyberspace. In December19,2009, the CCTV program "Economy for Half an Hour" reported the inside story of network public relations in depth, and therefore a gray industrial chain known as "Network Navy" came into our line of sight. Companies of network public relationship would employ a mass of people to attach and reply to the posters. This campaign can often be accomplished through the cooperation of hundreds of thousands of people, therefore it is called the "Network Navy"Historical materialism holds that the economic base determines the superstructure. The "Network Navy" is considered as a propagation phenomenon caused by the economic, political and social phenomena. Its emergence resulted from the commercialization of media marketing mode in the age of new media and is the inevitable product of the social economy when it develops to a certain level. In addition to the use of network for customers to make propagation, the "Network Navy" sometimes even employs the means of defaming and discrediting to attack competitors and confuse the public, which makes it both beneficial and harmful in the end. Its existence is rational for it caters to some certain demands of the society. The strategies made by companies of network public relations are not supposed to be blamed morally as long as they are true and lawful. In the Internet, the faked public opinions mask the naturally-formed ones owing to the emergence of "Network Navy", which not only hurt the feelings of the majority of Internet users, but also damage the healthy expression of public opinions through network. Furthermore, the data distortion caused during the monitoring and statistics of network public opinions may mislead the academic research institutions and governments, and even make some social contradictions face the risk of being sharpened or amplified. We should firmly govern the "Network Navy" in view of the defects.The phenomenon of "Network Navy" makes the widely affirmed network public opinions face an embarrassment of being re-positioned, which becomes a hot topic for the representatives of the "two sessions" this year and also brings new tasks for the academic research of journalism and communication. This paper mainly studies the impact of "Network Navy" to network public opinions from three aspects. Firstly, the "Network Navy Communication Mechanism" is systematically analyzed through the study of the basic concepts of network communication, the "Navy" phenomenon during network communication and the causes of "Network Navy". Secondly, the "Communication Effectiveness of Network Navy" is systematically analyzed through the study of the characteristics of network media audience, the communication effectiveness of Network Navy, and the advantages and disadvantages of it as well. Thirdly, this paper provides the systematic analysis of the "Theory and Strategies concerning Network Public Opinion Crisis" through the study on the basic problems of network public opinions, the public opinion crisis caused by Network Navy, the discussion about problem of Network Navy and the governance of it. In this paper, the "Network Navy" is explored theoretically from surface to depth, from the shallower to the deeper layers of progressive approach in order to provide some valuable reference for the relevant research and deepen our understanding.