The Medium Application Research On Grass-Roots Actors' Social Mobilization

In the restructuring and development of today's China, social conflicts continue to highlight. The number of mass incidents caused by grassroots safeguarding rights is growing. The Lufeng "Wukan incident", occurred in Guangdong in 2011, has become typical case to research farmers' mass disturbances because of it's large number of participants, long struggle period and far-reaching social impact. This paper, taking "Wukan incident" as the research object, combining "process-incident" with depth interview two research methods, going deep into micro level, analysing it's communication ecology, use form of media, the mobilization process and strategy. Dynamic rendering social mobilization under mixed media by using the grassroots activists in "Wukan incident".Through research, we find that grassroots activists of "Wukan event" take a variety of media forms as the basis of the mobilization to achieve the internal mobilization of the villagers. They mobilize villagers via QQ group, slogans, documentaries and other media forms. At different times of the event, they adjust strategies to promote the event towards rationalization and legalization. With blog, microblogging and mass media involved, a more extensive external mobilization was achieved, which spurred the incident to a turning point. Review the entire event, activists consciously take use of the old and new media for social mobilization. Using mixed media to mobilize and adjust strategies periodically has become an important factor to differentiate "Wukan incident" from other rural mass incidents.Finally, the paper argues that a variety of media forms used by "Wukan incident" grassroots actors, are not just playing a role as a tool to struggle, but also making a big difference for development process of the entire event, which was deeply integrate into all aspects of the protests from Wukan villagers, dynamically shaped the entire social mobilization environment. As for these media themselves, keep remodeling during the participation of the mobilization process and getting new meaning. This interactive process in the event of a mass action developing the following aspects:1. Contributing to the establishment of a collective identity; 2. Conducive to achieve internal and external mobilization; 3. Assisting activists adjust strategies of collective actions; 4. An empowerment of the users.