The Interest-related Communication Of NetEase Cloud Music In The Ceremony View

Nowadays,the rapid development of mobile Internet technology helps promote the continuous emergence of all kinds of network interest-related groups,which not only promotes the innovation and development of media communication,but also permeates into our daily life.It has influence on the current social structure and the changes of the social living environment.Interest-related communication is an important part of the practice of Internet communication,and it also reflects the changes of user behaviors and interest-related culture in the new era.NetEase cloud music,which has the typical features of gathering and communicating,is chosen as the object of study in this paper.Based on the theory of communication ceremony produced by James W.Carey which is taken as the guiding ideology and research perspective,the paper analyzes and discusses the practice of the spread of interest.As a medium,the NetEase cloud music is not a narrowly used music player with simple meaning.Instead,it provides a basic platform of role playing,common interests sharing and identification forming to its users.Through the proper imitation and borrowing of the elements of traditional music,the visual system of the NetEase's cloud music constructs a embryonic form of the musical ceremony,from the perspective of sign.At the same time,depending on the support of resources and technical conditions,the platform consciously guides like-minded individuals to discover each other.Owing to its open,free model of content production,perfect participatory and sharing mechanism and the establishment of the ecological circle centered on music,the NetEase's cloud music constructs a communication field which is suitable for users from different regions and at different time to share common hobbies,views and beliefs,so users can take a music scene as the entrance for common experience.It creates the conditions for the forming and gathering of interest-related groups.As the main body of the ceremony,the users of the NetEase cloud music,not only obtain the so-called useful contents to fill up the information gap,but join in the groups and share beliefs and values with other participants.The users immerse themselves in the shared environment constructed by the platform,and they construct an imaginary community by performing and imagining across time and space.In this sharing ceremony,participants share their emotions and express their attitudes,with the help of musical emotions.The users also obtain a sense of satisfaction and a sense of belonging,and they obtain the self-and group identity and emotional energy to maintain group unity,through continuous communication and interaction.The final result of the interaction ceremony among users is the formation of"coterie" culture and the accumulation of cultural capital.The NetEase's cloud music pays attention to the whole process of communication in the activities of the interest-related communication,deeply excavates the users 'emotional connection and creates the communication conditions from the user's interests.It creates the "music social society",and it constructs the the life and time and space of the users.It also transforms music into the daily ritual of users.All the behaviors provide the value and inspiration for the practice of the mass communication of the media in the era of mobile Internet.However,in the process of forming the interest-related groups,some problems cannot be ignored.The first is to exaggerate the emotion,which causes people to ignore the charm of the work itself.Two is the transmission of the social psychology that affects people's real emotions,and the three is the excessive interest guidance which leads to the narrowing of the circle of interest-related groups.These problems are worthy of the attention of the media industry in the practice of interest-related communication.To overcome and solve these problems helps interest-related groups survive and develop in a better way on the Internet.