On The Research Of Communication Subjects Of Social Network Site Based On WEB2.0Internet Background

A new era of network information has arrived. We already withnessed the continuouschanging network environment such as diversed network communication phenomena,amalgamation of all means of mass media, transitioin of network information contentdominant, which transfered traditional information communication models. In the virtualnetwork society, there are different personated roles with different ways of interaction.We can choose the typical network application social network site as the object toresearch on the complex communication phenomena, because this application purelypresents interactions between man and man, man and organization, man and society invitual network community.Social network site provides netizens with a social interacting platform, with whichthey can perform diversed social interacting ways. From communication theories, we cansummarize that this kind of network exist has its unique communication features. Firstly,the netlike social intercourse system greatly extended traditional social interaction.Secondly, netizens are more powerful in controlling network information trend. The highattention rate of initiative network topic for discussion influenced public opinion. Thirdly,forms of communicatioin between different people become more abundant. Interpersonalrelationships become more complex and diversed.All kinds of network intercourse are completed by purposive subjects behaviors.Therefore, subdividing from multiple perspectives and researching on communicationsubjects of social network site, and analsing their information communication behavioralfeature has a special reference significance to website construction and managementnowadays. The research method of this essey is mainly based on document analysis,orientation analysis and case analysis. According to relevant theoretical research andobservation of some large-scale comprehensive social network sites like Renren,orientation analysis of communication subjects of social network site are completed.In this essey, I categorized the correspondent communication subjects by three differentmodes of existing form, communication role and comminication function, and adoptedexisting form of those who participate in the network information communication activity,dividing them into four parts of network administrators, government controllers,individual netizens and other purposive group of organizations. Those different kinds ofcategorized subjects play their own roles and undertake their own responsibilities respectively in this huge vitual social intercourse systematic platform. From theorganization subject point of view, we can summerize its communication feature as:mighty purposiveness in communication, functional reinforcement of opinion leader innetwork groups because of controllability of internet resources, confluence of traditionalmedia and social network site. Regarding to individual subject, netizens can acquirepsychological feeling of self-disclose and self-gratification in the vitual world, which caneasily lead to communication disorder in real life. The new feature in some aspects suchas communication contents and objects in interpersonal communication of social networksite made communicative activities between people more profund and complex. Socialcommunication mechanism under real-name registration system provided probability forself-broadcast of private information in this virtual interpersonal network, which lead toestablishment of role trust mechanism in network.In social network system, there are some problems such as netizen’s networkinteractive indulgence, uncovered private information, network game indulgence, etc.Those problems are mainly caused by operator’s commercial operation, netizen’sinsufficient media attainment and advertiser’s commercial communication performance.Therefore, in order to solve those problems of inappropiate object behavior and build afavorable network interaction environment, it’s an urgency that speciality andautomaticity of the correspondent subject are enhanced, amalgamation of social networksystem and traditional media is reinforced to form a ordered network operation criteriaand correct direction of public opinion.