Research On Consumerism Tendencies Of The Emotional WeChat Public Account

In modern society,the way of satisfying people’s emotional needs has changed greatly compared with the traditional society,and people begin to rely more on market-oriented emotional consumption.The emergence of emotional wechat public accounts meets people’s emotional needs to a certain extent and provides a new way of emotional support.At the same time,it also has an obvious tendency of consumerism.Based on the perspective of consumerism,this paper explores the representation of consumerism tendency of emotional wechat official accounts and the reasons for this tendency,and then analyzes the negative impact caused by the consumerism tendency of emotional wechat official accounts,and discusses and reflects on it.Combining relevant theories in sociology and communication,this paper takes the typical and representative "New World" public account as an example,takes frame theory as the research basis,and draws on Taiwan scholar Zang Guoren’s classification standards for news frame,mainly using text analysis and case analysis methods.Firstly,on the basis of sorting out the development process of the emotional wechat public account and the profit model of "New World Phase",the sample pushed by "New World Phase" from July1,2021 to January 1,2022 is statistically and analyzed,and the five representations of the consumerism tendency of "new world phase" are summarized.Next,based on the presentation of the consumerist tendency representation of the "new world phase",the causes are revealed.It can be seen that: The pursuit of maximization of commercial interests and the pressure of survival provide impetus for the commercialization of emotional wechat public accounts.The changes in the way of emotional satisfaction in modern society accelerate the development of marketization of emotional needs.The support of Internet technology and media industry promotes the establishment of an industrialized system of emotional production.Finally,this paper analyzes and thinks about a series of negative effects brought by the consumerism tendency of emotional wechat official accounts from three aspects.Therefore,emotional wechat public accounts should be vigilant against the phenomenon of emotional alienation brought by the tendency of consumerism,bear in mind their social responsibilities,and give users appropriate consumption guidance,so as to promote the reasonable development and virtuous cycle of emotional wechat public accounts in the future.The research significance of this topic is that it enricifies the research related to the consumerism tendency of emotional wechat public accounts,helps users dialectically view the emotional products provided by various media,and promotes the benign development of Internet emotional culture communication.