Page 56 - Feasibility Study of New Media Technology on Constructing Online Public Sphere

Feasibility Study of New Media Technology
on Constructing Online Public Sphere

2.5.2.4 The effects of online public participation

In the process of online public participation, we cannot ignore the controversial
aspects such as ‘the bandwagon effect’ (Zhang and Stening, 2010), ‘group polarisation’
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(Sunstein, 2002) or ‘cyber bullying ’ (Xue, 2011). These side-effects are worth investigat-
ing as this research seeks to provide a comprehensive study of online public participation.

Tai (2006) found that the internet has transformed the realm of public opinion in
Chinese society in at least three ways. Firstly, it has generated a new communication
platform on which the speed of information flow is determined by ‘aggregation of indi-
vidual behaviours on the network or in the community’ (Zhang and Stening, 2010, p.57).

Secondly, it has produced opinion leaders who constantly sway or direct the trend of
public opinion (Tai, 2006, p.188). Finally, it has generated ‘the bandwagon effect’,
which can influence the rationality and criticalness of public opinion (Zhang and Sten-
ing, 2010, p.57).

The anonymity of the internet poses dangers. Xue (2011) pointed out that ano-
nymity allows users to express irrational opinions unscrupulously, and people may use
online expression as a channel for catharsis. The aggregation of disorderly opinions
on the internet may cross the rational boundary of online public participation, and the

pressure from such public opinion can have negative effects on government policy,
for example, the phenomenon of cyber bullying. Sunstein (2007) used the term ‘group
polarisation’ to demonstrate another negative influence: the phenomenon where indi-
viduals in a community may hold irrational views initially and then online discussion

allows information to spread in the community, which leads to irrational debate in the
community and finally the emergence of ‘extreme’ public opinion. He also argued that
the internet, to some people, is a breeding ground for extremism, because it enables
those who hold the same opinion to communicate easily and frequently without hear-

ing dissenting views (ibid). In such an extreme situation, rapid and intense information
flow may alter other citizens’ positions. ‘Group polarisation’ reflects the lack of moral
principles and ethical restrictions in the online environment, which may result in de-

6 ‘Cyber bullying’ is a form of bullying or harassment using electronic means.

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