Study On Social Media Users' Interaction Mechanism And Tie Transformation

Social media which relying on the Internet technology has rapidly penetrated into people's work and life,and reshaped the way of human's interaction.Social media extends people's social relationships from real life to virtual space,breaking the shackles of the physical world time and space,and providing a platform for people's real-time interactions.With the changes of media forms,the way people interact with each other is constantly changing.In the social media relying on Web 2.0,information,emotion and social capital are the main contents of the interaction between users,and the forms of interaction are becoming rich,text,symbols,forwarding,sharing and social games are bridges connecting to each other.The interaction of social media shows the transformation of mass communication to interpersonal communication,the disengagement and reconstruction of social relations,the characteristics exchange between communicator and audience,and achieves the integration of realistic interaction and virtual interaction gradually.In the real society,people have a clear definition of the relationship between close relatives and alienation,and will make different interactive behaviors according to different relations.In social media,the relationship between people has broken the status and role of the reality,and it has been rebuilt into virtual relationship.This study abandons the division basis of realistic communication,and takes some dimensions of interaction as the measure,and takes care of the general discipline of the development of interpersonal relationship,gives the new connotation and characteristics of strong and weak ties in social media,and studies the different interaction mechanism between different users.In this study of the interaction mechanism between strong ties,we select the We Chat as the representative,and use study methods such as questionnaire survey and in-depth interview.The study suggests that interpersonal trust is the premise of strong ties' interaction,and the interaction of strong tie is the result between information publishers' presentation,and information receiver's feedback.In the factors of which will influences the strong interaction,the multiple regression analysis shows that the usability,ease of use and richness of the We Chat function have limited influence on it,but the use of intensity,motivation,user's content preference and the influence of the network have the significant influences,the level of education in demographic characteristics has a certain impact on the interaction.In the discussion of the interaction mechanism between the weak ties,we take the most popular top ten events of 2016 in Sina micro blogging for example,use the large data mining to obtain the micro blogging and users' data of the most interactive.By visualizing the data,it is found that there are three modes in the interaction of weak tie groups in social media: ring pattern,tree pattern and forest pattern.And then use the social network analysis method,analysis the network structure between the key users from the overall structure,individual position structure and sub-group structure,the study found that the entire relationship network structure performing the feature of the internal compact and the edge sparse,the traditional media users mostly locating in the core and occupying the most important position,but they are mostly one-way communication with other users,while personal certification uses are two-way exchange and the real opinion leaders.Moreover,the traditional media users are easy to form a "faction" and the degree of overlap is high,they are the center interaction groups in major events.In the interaction of weak tie groups,the agenda setting mechanism,the information distribution mechanism and the emotion infection mechanism are the important factors which will affect the interaction.The interaction will affect users' ties.In the process of interaction,strong and weak tie will be maintain or conversion with certain factors.Moreover,the interaction process has a new relationship,which contains two types: the relationship between the potential tie and the establishment of the relationship between the latent tie,the study analysis the characteristics and differences between the two in detail,and puts forward to two different path for the two ties converting to strong and weak ties.Although the interaction has great influence and brings the users a lot of convenience,but social media is facing multiple problems in the interactive relationship,interactive content and interactive behavior,it should be through multi-collaboration to enhance the interactive effect of social media.Finally,this study makes a prospect about the future of social media interaction,it suggests that scene interaction,live video streaming and virtual reality are new trends.