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基于“关系”的社交网站传播具备人际传播与群体传播的双面特性,网络中的群体传播是现实社会群体传播的变形和扩展,并且能够对参与其中的成员产生动员作用。电影《失恋33天》以社交网站营销的方式赢得大量票房,是社交网络中群体传播动员作用的典型案例。动员机制的形成建立在群体传播的基础上,并遵循“小群体——亚文化——虚实互动——现实行动”的步骤。
The social network based on “relationship ” has the double characteristics of interpersonal communication and group communication. The group communication in the network is the deformation and expansion of the communication of the actual social groups, and can mobilize the members involved. The movie “Lovelorn 33 days” to social networking site to win a large number of box office sales, social networking is a typical example of mass communication mobilization. The formation of the mobilization mechanism is based on the group communication and follows the steps of “small group - subculture - interaction between actual situation and reality”.