The Research On WeChat Dependency Under The Background Of Social Media Development

Under the influence of’media as environment’of the ecology in North America, combined with the background that social media is rapidly developing currently, this paper selects one of the most representative social media--We Chat--as the research object, and analyzes the relationship between We Chat and the public with the media system dependency theory (MSD), and discusses the effect of We Chat dependency on the commercial system, audience system, and medium system. In the end, this paper tries to explore the debugging strategy.Using literature review and depth interview as methodology, supported by the media system dependency theory, and flexibly using the MSD conceptual model, this paper deeply analyzes the long-term influence of the We Chat dependency to other social systems.This paper is organized as follows:Firstly by using the uses and gratifications theory (UGT), this paper analyzes the important role which We Chat plays in people’s daily life, from both subjective and objective aspects about propagation characteristics of We Chat and audiences’ demands of We Chat. Meanwhile, this paper explains the imbalance between audience and We Chat from types, characteristics and performance of We Chat dependency, and how deeply people rely on We Chat could be seen from the explanation. Then the reason of We Chat dependency is summarized by using 5W model (Lasswell’s communication model).Because the dependency of audience to We Chat goes beyond certain extent and the balance has been broken, the chaos appears in previous interactional and interdependent social structure, and the most serious chaos happens in business system, audience system and medium system.Therefore, guiding by commerce-audience-medium system, this paper explores the influence of We Chat dependency, and tries to give solutions from these three aspects. First, in terms of business system, the enterprises should make a comprehensive plan and learn We Chat marketing systematically; and also establish relationships and improve communication skills; and in the meantime make progress on market and offline shortage. Secondly, for audience systems, the public should use We Chat rationally and improve the public media literacy; establish prevention awareness to resist the negative impact of We Chat; and expand practice and develop abilities of independent thinking. Thirdly, media systems should strengthen the supervision and establish self-discipline mechanism; play the educational role and build a green environment. In conclusion, hoping the social organic structure could be working positively.