Research On Emotional Mobilization Strategies And Effects In Hot Events

Changes in the way of information is produced and accepted by social media make the public more willing to export opinions and express emotions on the online platform.Public events originating in the real society have been widely concerned and discussed in the "field" of networks such as Weibo,and then the network cluster behaviors such as network onlookers and public condemnations have been issued,and even online and offline linkages have been realized.Public events continue to ferment and eventually evolve into network hotspot events.How is emotion mobilized throughout the development of a network hotspot event?Based on the research of social mobilization theory,this paper explores the role of “discourse strategy” of microblog text content and “symbolic strategy” of text form in network hot emotions from the perspective of emotional mobilization.This study analyzes the microblog content of 117 microblogging hot events in 2018,and constructs a coding table of microblog text attributes,emotional mobilization strategy incentives,strategies and effects.Combine quantitative and qualitative research methods to analyze the relationship and internal mechanisms of strategies,emotions and behaviors.The study found that there is a correlation between emotional mobilization strategies and emotions,image shaping strategies correspond to anger emotions,and context rendering strategies are related to sad emotions.Among the 117 hot events,the positive behavior was more frequent than the negative behavior,and the emotional mobilization strategy was negatively correlated with the positive behavior.It is found that anger emotion has significant correlation with positive and negative behavioral results.Emotional mobilization discourse strategy is most likely to stimulate the angry emotions of netizens,produce public opinion trials,and promote administrative review.anger is the internal logic of emotional mobilization.This study expands the dimension of emotional mobilization theory,innovatively constructs the code table of microblog attribute,emotional mobilization incentive,strategy and effect,conducts quantitative analysis,and uniquely creates the emotional mobilization mechanism model of microblog hot events.