Research On Emotional Mobilization In Online Assistance

On the morning of November 30,2016,an article titled "Luo Yixiao,please stay" appeared in many people's WeChat Moments.Netizens not only forwarded this article,but also Donate for Luo Yixiao in the Luo's WeChat Official Accounts.How did Luo Yixiao's Internet rescue develop into a public event of a total network?But then it was revealed that the event was the company's marketing strategy,Luo's family has three houses and other negative news,resulting in the rapid reversal of Netizens' emotions,Luo has also become a target of public criticism on the Internet.Eventually,with the intervention of the government department,Luo returned the entire donation.However,a closer examination reveals that most of Luo's reversal of information is groundless or out of context.It does not show the fully truth of the matter.Why would the event be completely reversed?.In fact,both the Internet aid and the reversal of Internet public opinion follow the logic of emotional mobilization.This article mainly uses case study methods,literature research methods,and text analysis methods.According to the development process and emotional logic of the "Luo Yixiao Event,"the "Luo Yixiao Event" is divided into Four phases include emotional evoke,emotional diffusion,and emotional inversion,and the emotional mobilization of each stage was examined.At the stage of emotional evoke,with the initiation of personal assistance,netizens are sympathetic to the helper in both the cognitive and emotional aspects during the process of reading the help information.In the process of asking for help,Luo took a content strategy of lyric narrative and sadness,and a promotion strategy of good causes marketing.In the emotional diffusion stage,there is a process from emotional brewing to emotional outburst.During the emotional brewing period,the dissemination of information has the characteristics of long duration,gradual expansion of the scope of influence,slow speed of propagation,etc.The information dissemination during the emotional outbreak period has the features of suddenness,large scope of influence,and distortion of information in the dissemination.The reason why the article can gradually spread and eventually form explosive communication is the result of the joint action of the article's adhesion,netizens' emotional mobilization and environmental pressure.In the phase of emotional inversion,there is a process from the confrontation of opinions to the polarization of groups.After the information about Luo's negative news came out,netizens had differences in opinion on whether Luo had made a fraudulent donation or should help him,and argued on the Internet.In the hidden stage of the network,as the problem is solved,the degree of attention of the netizens to the incident is gradually reduced and the emotion is also diluted.This incident,on the one hand,caused harm to Luo's family.On the other hand,it also caused netizens' negative impressions of online charity,resulting in negative emotional memories and undermining social trust.In the whole emotional mobilization process,there are problems such as the distortion of mobilization information and the irrationality of group emotions.The emotional mobilization in network assistance needs further specification.