The Study Of The Identity Influence About The We Media Content On The Post-90s Female College Students

Compared with the traditional media,We media has the advantage of being personalized,strong interaction and high user viscosity.With the precise pertinence of the media content,We media has become the most widely used media type at present.There are five main categories of media platforms: blog/community media platform,social network media platform,portal/official account media platform,rich media as carrier of We media and other new carrier platform.We Chat small program,microblog story,taobao live broadcast are the new form of We media.Moreover,video broadcasting,younger audience pay more attention to experience and cross-border cooperation in We media platform are the current trend of the We media development.Differ from the traditional mass media context,the audience in the We media have become the active information searcher and contactor.As the post-90s female college students are the main user group,weibo,We Chat,zhihu,bilibili and other platforms are most popular used in female college students.There are some different in groups of graduate students,undergraduates and junior college student in the contact of media platform as well as content selection,graduate student group pays most attention to professional knowledge areas while the undergraduate group pays the widest range of attention on content areas.This article conduct in-depth interviews on 24 post-90s female college students,their selective contact of media content can be summarized as three kinds of interpretation position: dominant-hegemony interpretation position,negotiation position and oppositional position.Dominant-hegemony position is adopted in three cases:individual hobby taste,the media producer’s professional authority and at the beginning of audience contact about We media content,in this case,the meaning of audience interpretation in accord with the producer’s interpretation;The second negotiation position are mainly used after audience have access to diversity of media content,they make comparison with different media content,as well as make reflection on the actual situation,in this case,they tend to use the second position,the meaning of interpretation is the result of negotiations of audience and producer;The third position is mainly aimed in We media content which have prejudice,because the audience are not accept the content in the media content,in this case,they tend to use oppositional position,and the position are almost opposite with the producer.Under these three interpretation positions,post-90s female college students will have three identification processes in the reception of We media content: the choice of contact identification,reflective identification and resistance identification.They internalize the ideas in the We media content,then affect the next contact with content,which affect re-selection of content by the producer.Post-90s female college students’ initiative selection of We media content,then make different interpretation,in the interview,they pursuer independent female image,and internalize the ideas of independent equality,which build their self-identity.In the context of We media,the content of independent female image and equality of men and women have more free space,the reflection of the female’s real status and female image have become the current trend.With the rise of female status,women began to break through the restrain of traditional patriarchal discourse on women,they no longer yield to the traditional concept of regulatory framework,but according to their own wishes to express.Since We media context has created more free space for women independent sense,which make affects more have womens’ independence content as well as equality concept between men and women are able to produced.Post-90s female college students take initiative contact with We media content,in the We media context,post-90s female college students select with womens’ independence and the concept of equality between men and women content,while in face of untruthful female image,and the content in the traditional patriarchal Angle which limit womens’ development,they tend to take critical identification.To some extent,it contributed to more media producers shall be carried out in accordance with the audience choose in content production.Moreover,post-90s female college students selective contact affects the media content production,at the same time,they also send out their own voice,which promote independence idea and equality sense between men and women in the context in the We media context.It have positive practical significance to resist of traditional patriarchal frame,and the suppression of female independence status as well as the female individuality space.