Impact Analysis And Value Assessment Of Social Capital In The Process Of Social Mobilization On Social Media

In 2012, a documentary "Kony 2012" that focused on Africa Ugandan children and appealed against the rebels spread globally through social networks and caused enormous repercussions in the United States, Canada, Australia, China and other countries or regions. Three years later, Spring Festival in 2015, a documentary "under the dome" that a journalist of CCTV Chai Jing as a narrator mobilized environmental protection had aroused public opinion boom on Chinese social media. These two documentaries that mobilized the masses in social media platforms had gained huge attention, this article focused on the use of social capital in the social mobilization of social media platforms to take literature research, comparative analysis method, text analysis, combined " Under the Dome " and " Kony 2012 " two typical case that mobilized the masses in social media platforms, from the relationship of trust, norms organization and information networks three dimensions analyzed influence mode and mechanism of social capital in the social mobilization of social media platforms, and from mobilization body, mobilization objects and mobilization channels assessed the effects and the value of social capital in social mobilization.