A Study Of Microblog Group Communication From The Perspective Of Media Ethics

In the era of new media,the digitalization of the public domain promotes the popularization of the right to participate in communication,which makes more and more individuals participate in the social communication activities,and also makes the media ethics face more and more complex realistic background.In the field of communication highly overlapped with the social field,the diversified group,as the main body of communication,on the one hand,has greatly enriched the network culture through its own vitality and creativity,creating a large number of new phenomena and economic models;on the other hand,in the communication of public events,a large number of negative phenomena are often caused by the fuzzy sense of self ethics,which makes the public opinion highly complicated and even cited Public crisis.In this context,group communication has not only become a prominent communication phenomenon in the new media era,but also an important pain point in communication governance.This paper attempts to take microblog as an important platform for group communication as the background,through the selection of opinion leaders for interviews,to explore and analyze the external characteristics and internal mechanism of group communication from the micro level,and to analyze the individual in microblog group communication from the ethical level,so as to provide some reference for the governance exploration of media ethics.The paper is divided into six parts.The first part is the introduction,which mainly explains why we should study group communication from the perspective of media ethics with microblog as the background,opinion leaders as the object,that is,from the background and significance of the topic,research status and trend at home and abroad,research methods,research innovation and other aspects of the whole paper.The second part sorts out the characteristics,contents and negative effects of microblog group from the perspective of "5W" of communication science through literature review,and analyzes and discusses the important role of opinion leaders in it;the third part explains the methods and principles adopted in the selection of interviewees and the formulation of interview scheme on the basis of the previous discussion and summary;the fourth part establishes Based on the interview text,this paper attempts to analyze and interpret the behavior and psychological characteristics of opinion leaders,and then to form a glimpse into the micro blog group.In the fifth part,on the basis of the previous article,from the perspective of observation of opinion leaders,this paper attempts to describe the ethical system in group communication from the aspects and perspectives of symbolic ethics,personality ethics,safety ethics and value theory And analyze the background of this system.Finally,in the sixth part,this study designs an ethics construction path for micro-blog group communication by combining the traditional ethics of our country and the representative ethics theory of foreign countries,and puts forward a series of targeted suggestions on strengthening user self-discipline,managing opinion leaders,resolving group contradictions and realizing good governance ethics in the practical level.The focus of this study is to select opinion leaders as representative objects through network ethnography and in-depth interviews,analyze their psychological development process,ethical paradigm formation,and communication behavior evolution,and sort out the ethical characteristics and models behind the group communication phenomenon on the microblog platform,so as to try to guide social governance,enlightenment of ethical concepts,and standardized management of the platform.It provides enlightenment and suggestions for the construction of ethical self-supporting system in the field of communication and the macro regulation of negative effects of group communication.