| In recent years,We Chat Mini Program realizes consumption sharing and cross-space connection with the help of ‘Context'.It reconstructs the communication form,media market and social relations,as well as the current social interpersonal communication structure.At the same time,it promoted the group interaction among social members.Current academic researches on its ‘context' and ‘relationship' between users are blind spots.This thesis focuses on the ‘context' construction as the core problem,trying to discuss three questions,including the path of its construction,the elements of it and the pattern extraction,as well as the macro and micro impacts of it.Based on constructivism as the academic field of vision,the thesis takes Social Network Embedded Theory as the research theory(including Embedded Theory,Social Network Theory and the Theory about ‘strong' and ‘weak' relationship),and uses case study,participatory observation and depth interview method to carry out the study,with 24 typical We Chat Mini Programs as the research object,the 16 participants in-depth interviews.The main conclusions are as follows:First of all,the thesis uses the ‘relation-structure' dichotomy(the classical research paradigm of Social Network Embedded Theory)as the analysis framework.At the level of ‘structure embedded',the context is divided into structural functions with the help of ‘Strong and weak ties' of granovett.Also,it through the construction of context landscape to strengthen the media-user ‘bidirectional culvert' mode,form a strong rule inertia.At the level of ‘relational embedded',starting from the characteristics of interaction between individuals and media context and other individuals,it is considered that the relationship between individuals and media context presents the sticky characteristics of instrumental cognition,fragmented use,high reuse rate though ‘use and go'.The interaction between individuals presents the context social interaction and ‘pseudo existence' with the help of ‘foreground',the pluralism of relations and the open flow.Secondly,taking the relations of technology between technology,human between technology as the starting point,the thesis points out that the two construction elements of media context includes explicit technology elements and invisible humanity elements.Combined with the previous content,a context construction model with ‘human-technology-scene' as the core is constructed,and the three interactive relationships behind the model are demonstrated.Thirdly,the differences and differences of the connection mode and interaction mode with ‘human' as the core of the context are investigated.The thesis divides the context into three modes: ‘Space' Mode,‘Landscape' Mode and ‘Link' Mode.The ‘Space' Mode has a strong spatial bias,which attracts users to participate with fragmented content,accelerates fission propagation with the help of competition mode,and realizes the reconstruction of network social ‘interaction chain'.The ‘Landscape' Mode caters to the feature that the audience of modern society have multi-sensory regression comprehensively.It adopts the audio-visual image symbols with high sensory ratio to promote the visual memory and emotional association of users.‘Link' Mode redefines the conception of ‘time' and ‘space',greatly shorten the distance from the ‘point' to another,and reduces the rate of behavior,through the media context is set up in cyberspace wire joint social networks,realize the ‘links'.Through the realization of the ‘principal binding' with the user and the construction of ‘context memory' to achieve the ‘requirement binding' to seek the ‘relationship' with the audience.Finally,the macro and micro impacts of the context are analyzed and discussed.In addition,the understanding of the media context is reflected from the theoretical level,and the suggestions on the context making of We Chat Mini Programs are put forward from the practical level. |
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