Connective Action:Personalized Expression And Mobilization On Social Media

7 p.m. January 20th 2016, the breaking event "Emperor bar invading Facebook" broke out. Thousands of Chinese youngsters broke through the firewall of China’s national network and posted numerous internet expressions on the pages of SETN(Taiwan) and Ying-Wen Tsai. Therefore, it makes people consider that why the youngsters can be motivated to join such a huge action in a short time.The traditional theory analyzes the motivation of group actions from the perspectives of social philosophy, rational expectation, and collective identity. Connective action theory is a recently established concept. It is based on the traditional collective action theory. The two theories cannot be simply distinguished by online and offline. The actual difference between the two theories is the role of logistic and the expansion of actions inside these two kinds of theory. Compared to collective actions, connective actions build the frameworks of personal activities. The expressions of personal needs and the expansion through social networks are the core elections of the motivation of the group members. In the connective actions, official organizations do not act as the core players. Besides, when performing these actions, people do not need to build the sense of identity. Thus, it makes it possible that huge numbers of personal expressions formal organization does not play a key role does not require the collective identity construction, large-scale personal expression possible. Social media is the personal expression of sharing interactive platform, at the same time in the process of the action network is gradually expanding, and on the basis of the social network is stable. Social network itself becomes a new organization structure.This article first reviewed the whole development of the "Emperor bar invading Facebook", and then connective action under the theoretical framework of "BBS Di invading Facebook" event organizing process was investigated, mainly focus on two aspects: the personalized expression and social media usage.Specifically, the author first analyses through the embedded mechanism of the QQ group, baidu post bar, sina weibo three social platform to explain the different roles the three platform played in action: QQ group is relatively private, the group manager has certain control and be ready for war field; BBS Di, act as the initiator is the stronghold, it first made the decision of the "war", using the outsourcing of technology spread customized content; Microblog as the main platform for the mobilization, is the main place to Internet users for personal expression, including the function of the weibo topics have the effect of hungry guide, condense the information flow.Then, the author search "BBS Di invading Facebook" as the keyword, time limit to 0:00 on January 20-24:00. A total of 1461 sina weibo were found. The author analyses the content and text to observe the content and the way the netizens expressed in the process of organizing "emperor war". Through content analysis, this paper found that patriotism is the biggest slogan in this programme. Weibo that contains video or image links and gossip account is forwarded in the highest amount, the author calls this forward process as ’being considered as opinion leaders’, showing the operation characteristics of entertainment. To be more specific, the content which the netizens post on weibo can be roughly classified into three kinds: patriotic aspirations, onlookers and war mobilization expression, special attention focused on expression package.Through text analysis to these three kinds of discourse, the author found that patriotism as a kind of sloganeering discourse, it is the expression of assertions and repeated, and in the "BBS Di invading Facebook" operation, patriotic is obviously juvenile, reflected in: game parody, patriotic become an absolutely right action, patriotic highlights in the worship of the power and authority. Operation members construct the fighting, war grand scene, and call the mainland netizens as baby, this is an expression of affection recognition, and also the reflection of leader as parents; they called splittist ’Taiwan independence dog’, showing the despise and detest to “Taiwan independence” forces. Action mobilization of discourse can be roughly divided into four stages: warm-up, appeal, live, and express, but these four types is not distinct, but intertwined, from different aspects to a common Internet mobilization. Expression is a kind of synthesis of text images and text, it essentially represents the youth groups like PS, spoof cultural characteristics, expression in package for weapons is a reflection of a new style of action.Through the above analysis, this paper concludes that to answer the problem of how "BBS Di invading Facebook" is organized. First of all, as an operation which demands non-material interests, words become the main forces of operation members. Discourse is the carrier of personal expression, at the same time, also in the discourse of the interaction between netizens to anger, carnival and other emotional mobilization, and these emotions can effectively mobilize collective action. Second, giving priority to social media such as sina weibo becomes a netizen narration and interactive platform, weibo topics on embedded system is a kind of new organization. Personalized expression on personal social networks to spread, the spread of the process is the process of formation, expansion, stable action network, the Internet has become a new power structure, and communication plays an agent role of the organization. Finally, game type patriotism has shown that anger is a kind of superficial phenomenon but the entertainment motivation is the deepest motive to Internet users involved in the war. Young people under the cover of the patriotic carnival of entertainment, express themselves. It is also a process to search for the sense of meaning and belonging.