An Exploration Of The Cultural Interest Of The WeChat Public Account "Wang Left, Middle Right"

The development of the Internet technology and the popularization of smart phones have caused huge changes in the way of information communication,media and contents.The substantial user base has spawned a large number of mobile Internet applications and platforms.The WeChat public account is one of them.As a universal digital reading platform,the WeChat public account is not only an important channel for information communication,but also a field of content production and consumption.Besides,it also has certain social attributes.Individuals express themselves and show their personal styles and taste through the WeChat public account.At the same time,they aggregate into a community by taste in the process of communication and interaction,building a unique culture of taste.With the development of WeChat public accounts and the classification of content types,various taste cultures and taste publics have appeared,enriching the cutural diversity.American sociologist Herbert Gans believes that there is a "taste culture" in modern society that provides entertainment and information,beautifies life and expresses taste,aesthetic values and standards.This "taste culture" is only related to"taste" but does not necessarily carry value norms.The taste culture on the WeChat public account is based on the cultural taste of different individuals,with distinctive subcultural characteristics.As a habit,taste is the source for people in different social zones to have specific life styles,which acts as the differentiation.Different life styles reflect the taste of different groups.On the other hand,differences in tastes lead to different life styles.Taste is both individual and communal.Individuals combine internal and external social conditions and make self-reflection and identification of their identity by taste in social interaction.Similar individual taste can then generate a common taste culture.This study takes the characteristic and influential WeChat public account—iiiidea,as the research object.Based on the text analysis,this study explores its cultural taste and the way of shaping the taste style,and considers its value and meaning.This study,according to the nature of the content,divides the sample articles into four categories—creative stories,imagination advertisements,news comment,and words interpretation.By means of the Wechat account,iiiidea uses traditional culture,historical stories,classics,and social news as the first texts,and incorporates symbolic rhetoric such as metaphor and irony to innovatively collage the symbolic text,creating a unique personal style that shows the cultural taste with "interesting creativity" as the core.Based on the same cultural taste,its followers assemble and further form a unique taste culture through social interaction.This taste culture not only separates different taste groups,but also satisfies individual taste differences,realizing individual self-identification and group attribution and making the overall culture more diverse and abundant.