新媒体环境下的集体行动动员机制:组织与个体双层面的分析

Changing Mobilization Mechanism of Collective Action in the New Media Environment:An Analysis on Organizational and Individual Levels

在现代政治当中,新媒体在与集体行动相关的政治传播中发挥着愈发重要的作用。本文从集体行动中的新媒体传播现象出发,分别从组织动员和个体动机及认同两个层面探讨新媒体环境下出现的网络集体行动及其传播的相关特性。首先,新媒体起到了迅速散播动员信息的作用,并塑造了以虚拟抗议为例的网络集体行动。其次,带有个人化特性的新媒体对于集体行动的动员结构、组织方式、抗争剧目与框架过程四个面向皆有所影响。最后,新媒体改变了人们参与集体行动时的动机与认同,原有的公私边界发生变化,甚至可能改变集体行动这一概念本身的定义。

This paper investigates the role of new media in collective action which has been discussed in recent political communication research in depth. First, while new media facilitates the dissemination of mobilizing information of offiine collective action, it also helps in forming online collective actions such as virtual protests. Second, this paper theorizes how the new media has changed the key aspects of collective action dynamics identified by traditional collective action theories. Third, this paper explores how the individualistic characters of ICT-mobilized collective actions have changed the individual-collective dichotomy from the social-psychology analysis approach.