"Digital Moving" And "Platform Swinging":

With the advent of the social era,social media has become a great product of this era.Chinese social media has developed from the bulletin board system to the present,forming an intricate ecological network.In just a few decades,domestic social media has experienced fierce market competition,the demographic dividend,and the integration and impact of new technologies.The rise and fall of countless social media has allowed social media users to "migrate" on different social media platforms as "immigrants".Also in the past few decades,Chinese youth groups as the main body of "digital natives" have risen rapidly.Their growth has been accompanied by the rapid social and market transformations brought about by reform and opening up,and they have become the priority experiencers in China's information age and become the current The main component of Chinese social media users.The migration behavior of social media is part of the media life of citizens.This article hopes to explain the current value and influence of social media on China's"digital natives",in order to further understand how social media is changing the way of interaction and civilization of Chinese social media users.At the same time,by analyzing the motives and influences of social media migration behavior,this article intends to grasp the rules of network behavior,so as to guide the public to correctly understand and deal with the interpersonal relationship affected by social media and resist the negative impact of social media migration;On the other hand,it also provides intellectual support for social media operators in areas such as product design and user service.Based on the existing literature research,this paper adopts the push-pull-anchored migration theoretical framework and multiple media theory in immigration research to explain the social media migration behavior of Chinese youth groups.Through participatory investigations and in-depth interviews,this article attempts to go out of the case and explain the specific manifestations of media migration,namely "sites migration" and "attention migration".Secondly,this article summarizes the decision-making path of social media migration behavior,and on this basis clarifies the relationship between "sites migration" and "attention migration" in the use of social media,that is,the occurrence of "sites migration" is based on the occurrence of"attention migration",but "attention migration" may not always develop into "sites migration".During the entire migration process,the two are affected by push-pull-mooring factors and appear alternately.Behind the intricate relationship between the two migration behaviors,this article also focuses on the motivations behind the migration behaviors of users:among them,the advancement of communication technology and the media's own promotion have become the main pull of social media migration behavior;the proliferation of false information,Infringement of personal privacy,changes in the living environment,and management of interpersonal relationships have become the main thrust of social media migration;the increasing cost of "moving" and the subtle user habits under the development of social platforms have become mooring factors of social media migration Certain factors.Finally,through in-depth interviews with Chinese youth groups,it is found that the migration behavior of social media can better provide young people with information seeking services,entertainment and leisure services,social circle integration services,and anxiety catharsis services,thereby bringing personal satisfaction.At the same time,we need to be wary of the image management failure that may be caused by audience segmentation and the two extreme media use methods of social addiction and social network fatigue.