The Construction And Communication Of Child Rearing Discourse In The Context Of New Media

With the continuous development of mobile Internet technology in modern life,mobile Internet has become an important channel for Chinese parents to acquire parenting knowledge,share exchange experience and purchase maternal and child products.Domestic maternal and child APP such as hot mother to help,baby tree,mother know that the use of knowledge sharing and interaction,for different stages of the mothers to adapt to the circle,to provide a wealth of knowledge.So,from the perspective of communication,mother and child APP to build what kind of parenting words?What are their communication functions in the course of their business activities?What are the social impacts of enriching parenting knowledge?Follow-up development should pay attention to what issues?The above problems are the focus of this study.This study mainly focuses on the research of "baby tree birth" APP as the research object,using the network ethnography and the depth interview method,and borrowing the related theories such as consumerism from the perspective of communication.The first part reviews the development of the mother and child APPfirst,and summarizes the situation of "baby tree".The second part analyzes the maternal and child APP's knowledge of birth,the concept of parenting,the ideal mother's role,Equal rights,the ideal father image,consumerism and the relationship between mother and expert aspects of the construction of parenting discourse.The third part focuses on the function and social impact of mother-to-child APPs,which are represented by "baby trees." The final conclusion part,points out that the maternal and infant APP as a marketing medium,to convey to the audience in the process of what is reasonable and unreasonable,through professional and scientific to belittle the mother image on parenting issues self-confidence,its purpose lies in the user dependent psychology.In addition,maternal and child APP as a marketing medium inevitably has the nature of the pursuit of profit,must call mother APP in the transfer of diverse parenting discourse at the same time,as far as possible the balance of a variety of ideas,to avoid spreading single ideological concept,to speak more parenting discourse space.