The Study Of The "Graphic And Text Intertextuality" Stylistic Form Of The Wechat Official Account

With the arrival of the Mobile Internet era,many changes have taken place in the media,such as the way of communication,the means of communication and the carrier media,the influence of media has also deepened.The new media have not only changes the way of spreading literature through the external structure,but also changes the creation of literature from the internal structure.The changes in literary form are the most fundamental changes in literature.In this context,this article is based on the research perspective of the theory of "use and satisfaction",take one of the new media platforms——the Wechat Official Account of as an example,combining quantitative research with qualitative analysis,concerned about how tne new media influences the literary form,and what effect does the new media have on the literary form.This article selects the top ten Wechat Official Account from the report of "2016Q4 China Wechat Official Account Influencer Rankings" of iiMedia Research,and collects articles of the the ten public numbers that are pushed every Wednesday from January 1,2017,totaling 500 articles as research samples.The study found that the intertextual literary of graphic and textual intertextual and the intertextual literary of multimodal discourse symbol combination are very popular,there is no text only intertextual literary.Then use SPSS to encode the samples and carry out multiple linear regression analysis to explored the relationships between intertextual literary and the the communication force of articles.Independent variables include the intertextual literary,whether the symbols quoted in the intertextual literary are related to the text content,and the content,title,word count of article.The dependent variable is the communication force of articles.The study found that,in addition to the title and word count of article,the intertextual literary of article both have a significant effect on the communication force of articles.Then,according to the standard from simple to complex,divided the intertextual literary into six types.The first type is the reference variable and the remaining five are dummy variables.The study found that different types of intertextual literary have different effects on the communication force of articles.It is noteworthy that the increase in communication force of articles is not proportional to the complexity of intertextual literary.If the intertextual literary is too complicated,it will damage the communication force of articles.Then based on quantitative research take a qualitative analysis of how new media influence the intertextual literary.The study found that,the new media influences the intertextual literary in terms of genre,language,expression style,and aesthetic style.These changes enable the audience to obtain a full sense of synergy and a more vivid reading experience,increased reader's sense of identity to the new media articles.From the perspective of the theory of "use and satisfaction",the first reason why new media changed its intertextual literary is because of the new media changed the reading needs and habits of audiences,audience demand determines production.Second,the new media platform provided technical support for the changes in intertextual literary.Third,in order to meet the diverse needs of the audience,the creators used the opportunities offered by the new media platform to change the creative mode and intertextual literary of article,produce customized content to meet the needs of the audience.It can be expected that with the change of media,expression styles and intertextual literary will tend to be more and more apt to the stylistic types of audiovisualization and other combinations of modal discourse symbols.More symbols will be derived from text,images,sounds,videos,hyperlinks and so on.The expression will be more vivid,three-dimensional,comprehensive,and convenient.