A Study On The Phenomenon Of The Mass Communication Of Internet Interest

In social networks,people gather into interest groups due to similar interests and hobbies,which are different from social behavior,interpersonal relationship,organization operation and other aspects corresponding to the real society.Members of the network interest group share similar interests with each other and share their accumulated hobbies,experiences and knowledge in the virtual platform across time and space.As an exploratory study,this paper focuses on the net interest margin in domestic the most typical group case-"douban movie" interest group as the research object,select relevant text and related interest group interactions,participatory observation,case analysis,depth interviews,etc.,analyzing the cause of "douban movie" boring marginal groups,interactive structure,basic characteristics,propagation characteristics,etc.The research believes that it has the basic characteristics of non-linear and diversified communication,forming the communication norms and group identity,small and fresh literary atmosphere and so on.At the same time,there are significant communication characteristics in the interest group,which take interest as the core,show network structure of communication and interaction,form self-identity to meet social needs,and strong and weak connection of mobility.In view of the dissemination characteristics of douban film network interest group,this paper discusses its influence on individuals and society.For individuals,it makes up for their loneliness in the fast-paced modern life and promotes them to meet their emotional needs.For the society,the content and interaction generated by the network affinity group can react to the real society and promote the multi-cultural exchange,and it also has certain economic value.In addition,its communication behavior also brings many challenges to the society,such as the wide spread of false information,vicious network group events,etc..Based on this,the author further puts forward that the group should regulate and guide badbehaviors in the future development and strengthen the revelation of two dimensions of commercial value.