The Study Of The Formation Mechanism Of The Public Figures Stigmatization In The Context Of New Media

The concept of Stigmatization has gradually come into researcher’s perspective in the last century.With the rapid development of the Internet,network has become the place where stigmatization occurs frequently.Nowadays,China is facing a period of comprehensive Social transition,the unique social background makes the stigmatization presente a new form.With the development of technology,variety of new media spring up and have bring new transmission about communication,the formation mechanism about stigmatization has also subsequently changed.When they had researched individual stigmatization in the traditional circumstance,Link and Phelan found that stigmatization was just a kind of set,including negative labels,stereotype,isolation and discrimination.However,the coexistence situations would be broken in the context of the new media.Based on sorting out the relevant theories and research about stigmatization,the author thinks that stigmatization was negative and insulting labels,which is impose to the sufferers by the perpetrators.The individual or group with the insulting label,on the one hand,have suffer from discrimination,bigotry and even the loss of social status and right;on the other hand,have internalized the unfair treatment and caused self-deprecating.The dissertation was emphasis stigmatized formation mechanism in the context of the new media,by using experimental methodology,the author found that the context of the new media have constructed not only the people’s cognitive way but also the interactive way.Agenda-setting function,pseudo-environment and tabbed reporting played an important role in the formation of stigmatized.In the new media context,interactive mode of transmission improved forming stigmatization and the net type structure intensified the universality and complexity.According to the online survey and case study about voluntary and involuntary public figures,the author found that the forming process of public figures ’ stigmatization was divided into three stages: exposure,communicating and forming stages of stigmatization in the context of the new media.During exposure stage of stigmatization,stigma events proliferated;the main body of exposure stigmatization was the new media,Stigma exposure rate is slowly.During communicating stage of stigmatization,stigmatization spread fast;it easily caused other types of stigmatization and mixed with rumors.During forming stage of stigmatization,the communicating and forming of stigmatization are synchronous;the public opinion from stigma events was short duration but concentrated outbreak;the events of the stigma was to increase the possibility of the next stigma event broke out.Base on the characteristics of the formation process about stigmatization,the author put forward some strategies and suggestions for destigmatize.Network space governance should emphasize the government to speed up the creation and implementation of relevant laws and regulations and reinforce the attention of the public opinion monitoring and the ability of public opinion guide;Public figures should enhanced their own constraints,management and response capacity;Social networking platform should strengthened their self-discipline and the implementation of real-name system;Netizens should improved the ability to identify and production information.