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本文基于网络趣缘群体视角,以社交媒体“新世相”为研究对象,分析其阅读推广活动中相关的趣缘群体——“新世相”公众号原有关注者、“新世相”阅读推广活动的原始参与者,以及对阅读推广活动的后续辐射人群三个层次的特征。继而依据趣缘群体的扁平化和再度中心化的结构特征与网络趣缘群体中信息传播过程的聚众传播特点,深入探究“新世相”阅读推广策略,揭示社交媒体阅读推广的局限性,并提出未来发展建议。
This article, based on the interest groups in the internet, takes the social media “New World phase ” as the research object and analyzes the related interested groups in the reading promotion activities, such as “Xin Shi Xiang World Phase ”to read the original participants in the promotion, as well as the three levels of follow-up radiation crowd reading reading activities. Then, based on the flattened and re-centered structural features of Funyuan groups and the characteristics of mass media spreading in the process of information dissemination among the Internet affinity groups, this paper explores the promotion strategies of “Xinshi phase”, exposes the limitation of reading and promoting social media, And put forward suggestions for future development.