The Cause Of The Network Collective Behavior And Social Impact

The Internet and collective behavior produce a new combination after the advent of theInternet. The network collective behavior is the extension of collective behavior in the realspace-time at the aspect of the media, and at the same time, the network collective behavior,while has the characteristics of the network, has its own "personality". The network collectivebehavior is a kind of audience behavior at the level of language, further more, essentially, it isone kind of behavior that the internet users gather to express their wishes, enhance opinionsand have an influence on society. The network collective behavior is not a diseased socialphenomenon, and there is not a priori good or bad judge, on the contrary, it is a natural stateof human social life. There are many aspects about the network collective behavior researches,but this thesis does not intend to conduct a comprehensive analysis of tremendous amount ofnetwork collective behavior. The research mainly focuses on the following four aspects:The first part mainly explains the basic concept and scope of the network collectivebehavior. Begin with, this passage research the collective phenomenon in the real world, thenmake an analogy to the network world collective behavior. In addition, it makes the definitionand extension of the concept of the network collective behavior, and compares the relationsand differences between the collective behavior in the real world and network collectivebehavior, then come to the characteristics of the network collective behavior.The second part analyzes the causes and factors that affect the network collectivebehavior. The network collective behavior is generated by a variety of factors, includingsocial factor that is a macro-environment, and the effects of group psychology, andcommunication theory. The choice of topics, opinion leaders and the noise are major impactfactors which influence the network collective behavior.The third part analyzes the formation mechanism of the network collective behavior.Combined with the "smiling chief" case, the network collective behavior divides four stages：focus stage, expansion stage, game stage and calm stage. After that, this part from explainsthe mobilization of the network collective behavior from the perspectives of the rational andirrational, and summarizes the common ways of action according to the cases in recent years. The fourth part shows that the network collective behavior produces an impact on society.Network collective behavior on public opinion and the discourse has a certain positive andnegative effects, and in the long run, it also will generate alienation of culture, such as, theemergence of indifferent spectators and populism, entertainment,"the appreciation of ugliness" phenomenon, distorted values．In a word, this paper takes the network collective behavior as the research object, and it’sreasons, social influences, formation mechanism was analyzed, combined with the relativenetwork events.