| Mobile Internet era, wechat as the largest micro-channel mobile applications, has become an indispensable tool in people’s daily work and life, it is not just instant messaging tools, but also carries a lot of reading, audiovisual content services, such as more than 8 million wechat subscription accounts.There are many differences between wechat content and traditional content.For one hand,wechat content use the phone as a carrier based on mobile internet and use wechat as a platform, the digital content mixed together and the text, images, video can always occur on the same interfaceare. For the other hand,the reading, audiovisual content can easily be spread to their friends.The users share the information or part of information they browse to others or make comment casually on wechat platform, which is essentially a communication activities based on social network. And this is worthy of our concern or inquiry.Development of mobile Internet and the popularity of smart phones make more and more people points within reach of the network, and wechat connect these dots.Connection between people like neural networks, so that information spread rapidly in a short time. In this case, there are many differences between the reading,audiovisual content itself, the way they spread, their impact on people and society,and traditional content dissemination activities. More importantly, from the perspective of communication, the communication subject, dissemination of content,transmission, platform, propagation mode of the spread of reading, audiovisual content on Wechat,all have their own distinctive characteristics of the times,which is different from traditional reading sharing activities.Based on the perspective of communication, after summarizing, analysis, this paper draws a number of conclusions: the disseminator of wechat reading and audiovisual content play a dynamic role in dissemination activities,and the boundaries between disseminator and recipient are slowly eliminating.Many spread content itself has a distinctive style, dissemination itself has a strong privacy, security, sometimes it is with commercial color. Sometimes the content which was read most was not the one which spread most. On the wechat platform, the connection point of the wechat moments and the communication group are the relationship between friends.Theformation of wechat moments circle of friends is a semi-open platform,the friends group is private platform, but wechat platform also has "public" feature as a whole.Various propagation modes coexist, there are weak public mass dissemination and interpersonal dissemination,which is point to point; group dissemination, as well as the proliferation of the spread of interpersonal communication and group propagation combination.Content disseminationhas reached a high ratend narrow the spread, the high degree of trust and closed relationship between friends high sociability and other features. Such content and features not only have an impact on the spread of content producers and disseminators of individual thinking, but also cause personal digital existence, communication mediumlization, network social dependence, technological dependence,these results can not be ignored.These all things have a positive impact on the full open reading environment, intelligent urban living on social facilitation, but also there are the adverse effects of negative energy accumulated, such as rumor spreading.Based on the propagation characteristics of the above, i have made a centralized considerations of the advantages and disadvantages of wechat reading, audiovisual content distribution and have given some suggestions and opinions in the end. |
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