Using Qi Dong Event As The Example To Explore The Occurrence Mechanization And Solutions To The Online Mass Turbulence Incidents With Both Fictitious And Realistic Characteristics On The Context Of New Media

In recent years, the number of mass turbulence incidents grew rapidly with diverse styles, includingeco-environment rights protection, industry group rights protection, economic benefits protection,basic political rights protection, actions against governments, and the expression of anger irrelevant tobenefits and so on. And these mass turbulence incidents usually broke out with irrational violence.With the development of internet, mass turbulence incidents which leaded the online turbulenceactions and promoted the realistic mass turbulence actions became more and more serious by usingmicro-blog, BBS, chatting tools as the way to spread. And Qi Dong event happened in Jiangsuprovince is the typical one.This essay emphasizes that the nature of network mass disturbance with combining fictitious andrealistic characteristics is neutral. Besides that, the key of avoiding the violence is grasping itsmechanism. On the basis of its mechanism, the strategies which are used to avoid the violence couldbe targeted and feasible.This essay used “Qi Dong” as the key words to search Sina micro-blog identified users’ originalwords from21thJuly2012to30thJuly2012. And there were1620pieces of words to be analyzed lateron. And then, by doing quantitative analysis and qualitative discourse analysis, we summarized themechanization of Qi Dong event, which was the positive systemic feedback and the circular causationmade up of “opinion leader”,“media responsibility”,“administrative information management”,“public opinion field”, and “mass polarization”. As for the mechanization, this essay put forward fourpoints to solve the mass turbulence incidents. The four points are: strengthening the early warning andmonitoring of public opinion, and knowing the trend of opinion leaders’ words; improving theprofessional literacy of news media, and applying the perspective ways in working; insisting thetransparent information release mechanism, and perfecting political information management;cultivating the good journalism morals, and promoting the popularization of journalism ethics.