On The Perspective Of Communication Studies Cause Of Network Events In The Formation And Development Mechanism

In the Internet age, the mode of transmission of the network media is instead oftraditional vector-borne. Therefore, the network events are by the strong concern of themajority of Internet users. With interaction, rapid and other characteristics of networkcommunication, the impact of network events, that are triggered a series of publicopinion in real life, has been far beyond the effect which traditional media achieve to.With the beginning of analysis of definition of network events, then paper describes thenetwork group incidents, network public opinion associated with the network event. Thepurpose is to discuss the causes of network events.This article focuses on the third part. It is closely related to select the currentnetwork event"2012the end of the world" as an example, and analyze the causes of thisnetwork event in the formation and development mechanism. The contents of this partare the psychological mechanism of Internet users, the interaction between the spreadand the recipient, influence by online media and traditional media in the communicationprocess, opinion leaders in the spread of public opinion, rumor control and guidance ofpublic opinion aspects. The paper analyzes specific examples, at the same time, it usescomplementary theory. At last, there is a brief analysis about the positive and negativeeffects of the network event.