Research On The Self-presentation Behavior Of NetEase Cloud Music Users

The rapid progress and popularity of mobile devices and wireless technologies has been rewriting people's lives constantly.At the background that virtual social networking has been a trendand subdivided vertically,this paper focuses onthe less-tackled field—music social-netwrking.As a representative of the "music social-networking",the Netease CloudMusic,whose users have exceeded 400 million in just 4 years since launched in April 2013.It becomes a mobile music APP with the fastest growth and highest retention rate and vitality degree.By the Surrounding of music and social-networking,users can build their own song menu,publish music reviews,update messages,interact around topics,etc.That's to say the Netease Cloud Music provides a new stage for users' self-presentation.Goffmanthought that at some extent human beings are actors in their daily life.Then,in the Netease Cloud Music,which is a new "music social-networking" stage,how do users express their self-presentation?So,combined with theories from sociology,communication,psychology and other related subjects,this paper selects the Netease Cloud Music as the study field,comprehensively uses methods of literature review,content analysis,virtual ethnography and depth interview to explore the stage characteristics of the Netease Cloud Music,the users' self-presentation behavior on the platform,the content,the features and the strategies of the self-presentation process.The author believes there are two outstanding stage furthers of the Netease CloudMusic,the definition of music dominated situation and the social interaction of strangers.Users establish links between individuals,interpersonal and groups through music reviews and song menu,like and share,group interaction and other acts of self-presentation.On the content of presentation,emotional resonance,faithful ridicule,fans feelings and users interaction are the highlights.The content reflects the social attributes,"Tourism Mission"culture and "small circle" language brand.The users adjust and change their self-presentation behavior and the content they express constantly under the influence of internal and external motivation The users take advantages of performing strategies such as the presentation of the idealization in the forestage,the publicity of the privacy in the backstage,the mystification of the way ofthe expression,they shape four role types onthe stage:expressingemotions,sharing dynamics,displaying abilities and listening to others.Finally,the author thinks that the users' self-presentation onthe NetEase Cloud Music platform is with both pros and cons.Both self-expression and social establishment have been realized,and self-exposure and inner loneliness have risen.It not only promotes the rise of the minority culture,but also causes the individual and the group to be in crisis because of the superiority and monopolization within the group.The self-presentation of the network should not only be limited in the virtual,but also can participate in the consultation and reengineering of the daily practice and the urban living space.Only in this way can the individual be better connected to the virtual and the reality,while the individual's self-presentation is empowered and presents new vitality.