The Communication Structure And Information Transmission Study Of The SNS Virtual Community

The emergence and popularization of the Internet brought the earth-shaking changes to people's life, and various types of virtual communities give a gorgeous brushstroke to people's colorful life. However, when the various media are filled with reports which related to the "Virtual Social Dependence Disease", we found out that the virtual communication has became the netizens'lifestyle, and has became the indispensable thing in their normal life. The SNS websites have the interpersonal development function and the entertainment function, but what's the way it exists in so that it is so hot? The author thought that the communication structure and the information transmission of the virtual community that SNS constructs is the basic of marketing and promoting other information and games.The Social Network Analysis method is a way that interprets other social phenomenon in a structure and relationship view. Since the 1970s that SNS method appeared, it applied widely in Sociology, Information science, Informatics, Pedagogy and so on, but it applied little in the Communication, and the very limited application mainly focus on the research of the Blog and the BBS.This essay take the SNS virtual community as the research object to explore the interpersonal structure of the SNS virtual community which is a new media that people can communication and contact, and to inspect individual's position in the group and the role he is playing, using Social Network Analysis method, combing Communication and Sociology knowledge, analyzing the communication structure and information communication of the SNS virtual community. And explore the mode and path of the inner information communication based on the group structure to find the way that can perfect the communication mode and the information communication of the SNS virtual community, so that make the network resource allocation, and to enhance the utilization of the community information.Research results show that the communication structure of the SNS virtual community has the following characteristics:built on the basic of the real social relations, coexist of the network parallel and decentralization, local networks interactive frequency diversity and so on; and the characteristics of the SNS virtual community information communication performance in the following respects:large scale source of information, diversification of the information transmission mode, many arrangement of the information transmission, peer-to-peer communication. So, according to these characteristics, this essay thought SNS virtual community should perfect itself from the following aspects:improve user viscosity, enhance the interconnected of the whole community, ascending the information communication services of community and so on.