The Impact Of Social Media As Context On The Behavior Of Individuals

Along with the rapid development of the modern Internet technology, a variety of social media come into being,and gradually become an essential part of people’s life. It also has a profound influence on people’s thinking paradigm, behavior and life style. The emergence of social media has transformed the previous mode of transmission among the audiences and created some new information transmission modes, which has helped to break the original transmission order and form a new social context.As the representative of China’s electronic revolution, Wechat has been used in more than 90% of the smart phones and it has increasingly become an indispensable tool for people in daily lives. It not only provides users with free instant messaging and communicating services, but also integrates the social function, positioning function, marketing function, payment function, public services and other functions so that a variety of requirements of the users are met. Wechart has subverted the previous living status of people from the aspect of concept to the aspect of function. A great influence has been exerted on the life style and the information transmission mode for Wechat users. The emergence and rapid development of Wechat is actually the adaptability to the imminent of the context era that is people-oriented. In such a situation, the era in which the mobile traffic is wholesaled is coming to an end. The ongoing revolution of context has brought us a new entrance beyond the mobile traffic and has given us a new experience.In this study, literature review, case investigation, questionnaire survey, interviews and participant observation methods are adopted to make in-depth analysis of the case "Jingdong welfare community in Anhui University and Hefei University of Technology". The impact of the Wechat context on individual behavior is also studied in this paper. This research firstly defines the concepts of the context and social media. The context era and the social media are regarded as the object for this study. What is more, it also functions as the cornerstone of this study. Wechat has constructed a portable mobile context which realizes individual connection by practicing in daily life so that a new way of presence is formed and a new "coexistence sense of spatio-temporal" is created. This kind of mobile context which is constructed by Wechat has overturned the traditional media context with the certain influence on the individual’s thinking pattern and the way of life being exerted as well. The impact has "destructed" the long-formed habits of people and let the individual form new behavior habits in the process of acceptance. By process of repeated practice, "a sense of behavior ritual" is formed. The emergence of the new context of applications, such as Wechat and so on has triggered a new round of reconstruction of the original information system. In order to adapt to the new context, "dynamic adjustment" to the individual characters is to be carried out.The research results show that the era of context has come and ongoing revolution of the context is finding a new entry in the mobile Internet era and giving us a new experience to form a new human-centered connection. In this mobile Internet era, what they pursue is often not the demand itself, but a more comfortable context suitable to their own needs. As one of the important elements of the context era, the social media has shown vividly the individual’s preferences, attitudes, location, lifestyle and so on. What is more, the social media has also constructed a wide range of contexts for individuals. The context construction of social media has provided the individual with massive information and endowed each individual with the right and ability to produce and disseminate information, which has made the process of information dissemination not limited to time and space and broken the dissemination model which is one-to-multiple in the traditional media period. In this way, it has gradually realized the intertwine and integration between the physical presence and virtual presence. A new mode of information dissemination is formed as well with the diverse requirements of different individuals for information dissemination being met as well. The context construction of social media has changed social network of individual and the relationship between people so that people, information, products and so on are closely linked with each other; what is more, it has also changed the relationship between people and society, so more possibilities have been provided for individual. By realizing the context construction of social media, it has realized a variety of social relationships so as to shape social networking in the context era. The final effect of the construction of social media context is reflected in the practice of individual behavior and it is also the initial purpose of the construction of the context. Social media has provided more diverse choices for individual behavior practice so that individuals are able to choose the context and behavior which are adapted to their own needs. The individual initiative has been implemented in the process of behavior practice.The case "Jingdong welfare community in Anhui University and Hefei University of Technology" is actually the new path for the business development designed by Jingdong mall. This mode is worthy of being referred and promoted. This is a problem which should be speculated by us as how traditional companies should use the context for their own development.