Research On Social Cluster User Cluster Phenomenon From The Perspective Of Group Communication

Internet had a profound and extensive influence on our daily life, and it plays an interesting role. It contains the evolution of people’s opinions, attitudes and values. Network is leading mankind walked into the information society. All countries and regions in the world linked together with network. A new communication system is emerging across time and space. In which people can quickly transmit and process information, and real-time communication can be achieved. With the formation of the high-tech development, "global village" is being gradually realized.In such environment, the audience’s behavior and psychology has produced a corresponding change. People’s interaction and work gradually shift from real life to the network which occupy a even more important position. The network helps audiences across time and space to achieve the freedom of association. People can built up a new circle of contacts by their preferences and the related demand. It will be forming a new network relationship. The reality of communication has also been transferred to the Internet with presenting new features. Internet gradually toward the audience diversified, niche and, personalized.The social networking sites provide a network of social services. Its presence provides a good soil for the user clusters. Because of similar interests or values, users have get together. They can form a relatively population which maybe transient but has distinctive features. So this paper selected social networking sites as the object. Through three aspects to focus on the phenomenon of users cluster of social networking. They are the group characteristics, user behavior and the mode of groups’ transmission. On this basis, this paper make a more in-depth study. For its formation conditions. And mainly use the Focus theory, social identification model and the theory of "use and gratifications" to interpretation, in addition to a cultural perspective assisted analysis.With the innovation of media technology, the concept of audience is also constantly changing. In this media environment, the audience is the most important. Although social networking sites be a huge impact by mobile media, but it can form a network cluster groups. This phenomenon is worth as research subjects to explore the characteristics of the audience. Thus providing the core point for social networking sites and other media, and that is to grasp the audience’s psychology needs to win the opportunity.