Research On Wechat Under Sight Of Media Ecology

Wechat is an emerging medium with many characteristics, such as real-time interactivity, media integration degree, powerful strong and weak ties. Media ecology is a subject which combines ecology with communication. It penetrates into the relationship with people, media and society. In order to explore media’s effects on the environment, the subject keeps on criticizing and introspecting.This paper is mainly from the perspective of media ecology, based on reality, using documentation analysis method, interdisciplinary research method, comparative analysis method and other methods, to carry on the omni-directional analysis of Wechat, and to show the unique life forms of Wechat in whole. Firstly, this paper combs the media ecology’s theory of evolution and the research status of Wechat, and defines the basic concept of media ecology and Wechat. And then, this paper fully analyzes the media ecological environment on Wechat. Outer ecological environment of Wechat, mainly includes the policy, technology, economy and society ecological factors’ comprehensive function. And inner ecological environment of Wechat, not only has commensalism and competitive exclusion of interspecific relationship, but also has mainly predatory competition of intraspecific relationship. Media ecological niche advantage of Wechat itself, draws its image in media ecology, and the image is improving ordinary account’s approving, enhancing government account’s communication rate, and promoting marketing account’s becoming intimate. Then, this paper focuses on the survival value of Wechat. Positive value of Wechat that can enhance the ecological evolution efficiency not only includes changes of paper media, broadcast, television, but also includes changes of voice transmission, information transboundary, spread scope control. And negative value that may cause overlapping niche, in addition to squeeze the media survival space, also including impact communication concept of explosive promotion, illustrated type transmission, and official launch seriousness. What’s more, this paper also explores the feedback regulation of ecological environment. At last, this paper analyzes the existing ecological crises, such as safety loophole, waste of resources, hidden worries of ecology, environmental damage, and so on. This paper finds some corresponding solutions:internal’s breakthrough with improving self-purification ability, developing new technology, maintaining internal balance and developing ecological niche, and external environment optimization with legislation, media supervision, ethical construction.With a large amount of data and literature review, this paper searches for the ecological environment, the value and its own advantage, problems and solutions of Wechat. The research goal is to clear media ecological state of affairs in our country, to know the present situation of media like Wechat correctly, and to further explore the future development direction of Wechat, on the basis of existing research results. The value of the research is to find the way that can help media like Wechat to strive for more nutrients in the complex media ecological environment.