A Study On The Propagation Characteristics Of Web Pieces In Social Media

From the "Jia Junpeng,your mother asked you to go home to eat" to "blue thin mushrooms",web pieces developed with social media.They are one of the content form that have a large audience in social media,and that spread the fastest and the most effectively.At the current stage,there is a trend that the development of web pieces is professionalization,IP,and industrialization.This study,based on Sina Weibo,explored the propagation characteristics of web pieces,and explored its communication framework and cultural characteristics.The method of content analysis was used to analyze the web pieces which were widely circulated in Sina Weibo from October 1,2015 to September 30,2016.The content was coded for systematic analysis.This study summarizes the framework of the propagation of web pieces from different perspectives,including circulating time,length,presentation form,theme,content organization,creating methods,audience interaction and so on.Meanwhile,the study found that in the open social media of the national wide "square" type,web pieces reflects equal exchange of communicators and their demands equal rights to speak.They have the characteristics of duality and relativity,and create an innovative effect of anti-conventional logic.Through classic downgrading,they suceed in authority challenging.And the witty and even vulgar language and form give them exuberant vitality,showing a clear "carnival" attribute.