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微信是由腾讯公司推出的一款互联网环境下智能的即时通讯应用程序。随着移动技术的发展,微信的传播功能也日益强大。这使得微信传播不仅仅存在于人际传播和群体传播的层面,还产生了与大众传播相融合的复合式传播模式。多样化的传播方式使得沟通更富有内涵,但在这种复合传播模式的发展过程中,基于微信传播的片段式信息一方面迎合了受众的心理诉求,同时也容易导致用户意见的碎片化。
WeChat is a smart instant messenger application developed by Tencent under the internet environment. With the development of mobile technology, WeChat communication function is also growing stronger. This makes WeChat not only exist in the spread of interpersonal communication and mass communication, but also produce a combination of mass communication with the composite mode of transmission. Diversified means of communication make communication more connotation, but in the development of this compound communication mode, the fragmented information based on WeChat communication meets the psychological demands of the audience on the one hand, and easily leads to the fragmentation of user’s opinion at the same time.