An Analysis Of The Discourse Power Of Common People In Micro-blog Ecology

According to the "31China Internet development report" released by the China InternetNetwork Information Center (CNNIC), to the end of the December in2012, Chinesemicro-blog users have amounted to309000000, growing by58730000compared to the endof2011. Micro-blog develops more and more strongly, providing a powerful platform forthe dissemination and diffusion of the common people discourse, and sending informationfrom various place and various level to the public. Even some information evolves into aserious crisis event through the multi-level and repetitive transmission and spread. Undervarious and frequent crisis, Government departments tend to feel it hard to deal with theopinion vortex in micro-blog. Only with the understanding of the power structure andoperation characteristics of the common people discourse in the field of micro-blog, canThe government and traditional media effectively improve the ability to deal with and guidethe public opinion in micro-blog.This paper firstly analyzes the complexed and symbiotic relationship betweenmicro-blog and social politics,economy,and culture under the guidance of Media Ecology.Secondly,This paper analyzes the dynamic mechanism,psychological demands,discoursemode,and discourse framework for the common people discourse spread in micro-blogduring the crisis,combining with the first opinion peak on the Poison Capsule Event and thecommunication and interaction between the discourse in micro-blog and the externalenvironment,to find the cycle fluctuation,the impact on public opinion,the expressioncharacteristics,the opinion intention of the common people discourse power and their deeperlogic in micro-blog.Finally, this paper proposes that a healthy micro-blog ecological cycleneeds to be rooted in discourse fulfilled with tension.To safeguard the common peoplediscourse power in micro-blog,all the discourse subjects should respect micro-blogecosystem structure,keep the rules of stability,order and openness,enjoy equal discourseright in the ecological chain,and resort the game mode to discourse power and rationalguidance.