| As urban modernization develops,the traditional interpersonal communication mode in China has been changed,besides the community linked by "blood relationship" and "geographical connections",more and more communities gathered by strangers have emerged.The emergence of online social platform,people who have lost their emotional support can gather on the Internet,forming a community with common interests and cultural preferences as the link.The emergence of Interest Community promotes the exchange and collision of different ideas and values,and generates a unique community culture.The process of recognizing the culture of the Interest community is equal to that of identifying,sorting out and integrating the community culture,which will be restrained and affected by various aspects of the society.Therefore,this study from the perspective of the formation mechanism of cultural identity of Interest Community to explore the environment in which the network Interest Communitiy lives in the process of cultural identity,and the cultural indentity modes,paths and results which community members have.The empirical research methods of network ethnography and focus group interview are adopted in this study.The study found that the social and cultural background both affects the cultural identity of the Interest Community in the field of ideology and business,and the values which community members formed under the social and cultural background guide community members’ cultural behaviors in the Interest Community.In addition,the social platform has important direction cultural function for operating mechanism and cultural management of Interest Community.At the same time,the communication and interaction between community members are also a mutual influence and mutual culturalization process,greatly promoting the cultural identity of the community.Therefore,under the role of cultural identity mechanism of Interest Community,the development pattern of community culture is chaotic and rational alternately,and it tends to be rational on the whole under the constraints inside and outside the community.The mainstream cultural tendencies,such as the bottom line of traditional morality,the integration and development of multiculturalism,and the respect for the main melody culture,are the development tendencies of the content of Interest Community culture.The pursuit of high quality cultural works has become the development goal of the Interest Community culture.By discussing the formation mechanism of the cultural identity of the social platform Interest Community,it can be concluded that the management of the Interest Community culture can be conducted from the perspective of shaping the social and cultural environment,managing the social platforms,cultivating and culturalizing the community members,which provided guiding and promoting direction for the development of the Interest Community.It can intervene in time against the factors that are not conducive to the development of network interest community culture and have a dispelling effect on mainstream values,and effectively avoid the negative part of network interest community culture.It has strong practical reference value.At the same time,the research on the formation mechanism of cultural identity of the network Interest Community is of profound theoretical significance for enriching and expanding the mass media training theory and cultural identity mechanism theory in the network world under the new media environment. |
