The Spreading Misbehavior Of We Media

In The Gutenberg Galaxy, Marshall McLuhan wrote the impact of printing onboth society and individual aspects. Starting from the Industrial Revolution, theinvention of printing had provided a wide-ranging impact to the world for lasting overtwo centuries. Nowadays, the rising media, especially the emerging of We media, willextend human thoughts deeply and widely, and it will also give the whole world amore profound impact in the coming centuries. When We Media has been varyinginto a new field of media, those ethics and conduct that exists in the old world cannotbe suitable for this new and unfamiliar environment promptly. Moreover, the anomieof the propagating behavior of We Media is caused by the conflict in the aspects,which are standardized by morality, and lacking of engagement of approach tospecification.In this thesis, Bourdieu’s field theory is used as the theoretical framework inanalyzing the spread of misbehaviors within We Media. It also tries to make a clearer,more accurate, and more profound conclusion about the reason and consequencescause by the misbehaviors of We Media. Exploring the specific measures andmethods to tackle this situation is included in this thesis as well.In the first chapter, based on the brief introduction of Bourdieu field theorycombined with the propagation characteristics of Sina Weibo, the positionalrelationship and competition logic of Weibo were constructed. The actors of Weibodivided into four categories, namely the government, Sina Company, Sina Big V andgrassroots. Their location was a top down relationship pyramid structure, Sina Weibois dependent on the discourse presented commenced capital competition field, so theactors within the field is competed for symbolic capital by presenting meaningfuldiscourse. In the Sina Weibo field, the symbolic capital can be turned into somevisual symbols like the fans number and comment, forwarding, like number, so thesequantities is to become competing goals of the actors within the field.By choosing four typical kinds of anomies: spreading pornography words andpictures, illegal trading the fans, the network shoves a hand hyping false information, Sina Big V spreading and breeding the rumors, the second chapter defined themeaning of the spreading misbehaviors. It analyzed one by one, trying to complete acomprehensive presentation of we media spreading misbehaviors as well. It providedstrong evidence for the next step, which is revealed the harm of We Media spreadingmisbehaviors.Chapter three is about the number of the harm of we media spreadingmisbehaviors, including pornography marketing, polluting field environment; sellingfans, corrupting field atmosphere, hyping information, disrupting field order,discoursing monopoly, prejudicing field fairness and so on. To the reason, it probablycan be attributed to no specific legislation, legal regulation is imperfect; loopholesexist, provide technical crime opportunities; competing symbolic capital, every movefocus on money, inequitable distribution of capital, resulting in a vicious cycle.Chapter four presents the coping strategies of We Media and its spreadingmisbehaviors: the Government should establish a legal system, and learn from foreignadvanced experience. For the media operators, they need to update technology, to be agood field gatekeeper; opinion leaders should lead public opinion toward the right andalso let grassroots voice be heard. Grassroots mentality needs to adjust the structure,improve their capital share.There is still a long way to go to establish a fair competition for the actors withinWe Media, to build a free and active field environment, and to make sure thespreading behavior orderly. However, We Media filed will eventually become a quietand peaceful sky as long as the government can order an equitable distribution ofsocial capital; the media operators to establish an orderly field of space for We Media;opinion leaders share discourse with grassroots; and grassroots doubling up their ownefforts to improve capital share.