A Study On The Social Identity Of The Interest Group Of Hand-account

Under the background of the rapid rise of the Internet interest group,the hand-account interest group is developing with the help of the new media technology,and its influence and spreading power can not be underestimated.The development of hand-account interest group can not be separated from the study of social identity of hand-account interest group.Through the research on the construction of the social identity of the hand-account-interest-group,we can explore the connotation of the hand-account-interest-group as a typical network-interest-group,as well as the construction of the social identity of the hand-account-interest-group and its significance.Through the methods of participant observation,questionnaire survey and in-depth interview,the author summed up the group characteristics of hand-account Interest Group The most special and significant dimensions of social identity construction,namely,identity construction,consumer identity construction and cultural identity construction,are explored from the characteristics of hand-account interest groups.Identity is the basis of social identity,consumer identity is an important component of social identity,and cultural identity is the ultimate goal of social identity.This paper attempts to probe into the connotation,realization form and meaning direction of three different types of identification.From the individual self-identity construction to the medium group identity research in the identity construction of the hand-account interest group,and then from the more macro and special media identity level to analyze.At the same time,in the construction of consumer identity and cultural identity,the meaning of consumer identity and cultural identity is summarized through the connotation and realization form.In the construction of identity,from self-identity to group identity and then to media identity has become an important way of identity identity.The self-presentation and the seeking of the sense of belonging of the members of the hand-account Group are the most important opportunities for self-identification,which ultimately points to value,relationship and symbolic meaning It is realized through autobiographical writing,multiple expressions of self-identity and full-scene interaction.Group identity is constructed by group classification,Inner Group Preference,group cognition and group norm,and finally it can agglomerate identity in self-improvement,interestrelationship and commercial value.In the network interest group,the media identity becomes the important way of the out group cognition and the group image construction,and the hand account interest group media identity construction becomes the important component of the planning identity The new media "endows the charm" the method will handle the account interest margin community image value to reshape,provides the material for its social identification.In addition,in the field of consumer identity,the consumer demand of the hand-account Interest Group itself has given birth to a convenient consumption model,thus beginning to attract capital to enter the market Through the commercialization of hand-account products to strengthen the brand leadership effect as well as spontaneous group purchase mode,large-scale events gathering.Try to promote the identity of the group through the symbolic value produced in the consumption.As an imported product,the hand-account has its own characteristics in cultural identity because of its cross-cultural and sub-cultural characteristics.It is of great significance and experience for developing sub-cultural groups to explore the factors of formation and development of cultural identity,which determine the degree and influence of cultural identity.The creation of cultural products in the process of social identification of specific groups and the influence of cultural products on specific sub-cultural groups are innovative practices in the construction of Cultural Identification The relationship with urban space culture is also further influencing the development of other network communities.