Research On The Operation Of Network Interest Community Based On Social Identity Theory

In the context of strangers' social interaction,the network of interest communities that connect the public and the online platform with "hobbies and interests" has become a new field for people to socialize,and the relationship of interest has become the main operational object of Internet operators.The relationship of interest is the interactive relationship of interesting groups.Individuals establish their own identity in interaction,and promote self-identity and group identity under group consciousness.Under the development of the relationship,the social identity on online interest community and interest content are also strengthen.The interaction of the interest group on the community platform reflects the layered progressive identity.The first is the user's recognition of interest,which is the starting point of the network interest community operation.The second is the user's identity with the self,its existence constructs the identity of the interest group,makes the group get pride,and in the group identity and communication Under the influence of the generation of personalized labels or stereotypes,the identity fully reflects the individual's psychological needs to express themselves and achieve self in the network society.Finally,the cultural level of identity,behind the interest content is the precipitation of culture,the identification of interest groups.Strengthening the identity of interest group will improve the humanistic spirit of the community.Based on the theory of social identity,the paper combines the actual network interest community operation case to explain the theoretical significance and application value of social identity in group interaction,interest scene,integrated marketing and cultural communication,and further enhance the network interest community.The value of social identity in China explains the applicability of social identity in community operations.Furthermore,the paper discusses the process of social identity construction in the network of interest communities.From the classification of interest to the comparison of interest,and to the positive evaluation,social identity is a dynamic process of dynamic construction and reconstruction.This process is related to the life cycle of community users.Under the guidance of the above two chapters,the paper focuses on the network interest community operation strategy under the perspective of social identity.Operators should enhance individual self-identity firstly,setting personalized labels,building personal brands,and deepening user portraits to enhance self-perception,so that individuals can better integrate into the interest group and enhance group cohesion.Then,under the role of the group,the implied and herd effects are effectively and appropriately used to increase the flow of group interaction.According to the author's observation on the interaction phenomenon of several interesting communities and the interviews with the community use of friends around me,the paper summarizes the value of the network interest community from the four aspects of individual self-identity,group identity,culture and business realization.In addition,when the market is not mature,there will always be some problems.The network interest community also has network social problems of group blindness,misconduct,user addiction and social value deviation,which is worthy of community operators and society,and to develop some measures to guide and correct.The paper deeply studies the application of social identity in the operation of network interest community,provides reference examples from different angles,and provides some theoretical references for the operators of the network interesting community.In the era of entertainment to death,the network of interesting communities should not stop at the entertainment public.It should also construct and enhance people's awareness of social identity in the network society,build a sense of responsibility for network citizens,and promote cultural sharing under globalization.