Research On The Self-presentation Strategy And Influencing Factors In WeChat Moments

With the rapidly development of the social network technology,people's attention to WeChat is no longer limited to simple text and voice chat,but more to the function of the WeChat Moments.WeChat Moments is different from the full open interaction of social media such as microblog and QQ,because it pays more attention to protecting users' privacy while users express freely.However,on the virtual stage of the WeChat Moments,influenced by personal characteristics,the publishing frequency of WeChat Moments,social environment and motivation for self-presentation,users will tend to choose strategic self-presentation.So what kinds of self-presentation strategies will be chosen in the WeChat Moments,what is the status quo of self-presentation,and what are the influencing factors of self-presentation strategy.That is the topic which is worthy of discussion in the academic community.Based on Goffman's self-presentation theory,social compensation theory and use and satisfaction theory,this paper analyzes the self-presentation strategies of the WeChat Moments through in-depth interviews,questionnaires and literature analysis.First of all,by combing and analyzing the existing literature,this paper summarizes three self-presentation strategies: positive,negative and moderate defensive;five self-presentation motivations: self-reinforcement,self-confirmation,affinity needs,conformity and entertainment relaxation.Secondly,it mainly distributed 332 questionnaires to social groups in Anhui province,including 239 electronic questionnaires and 87 paper questionnaires.On this basis,10 interviewees were selected for in-depth interviews to fully understand the current situation of users' self-presentation strategies in the WeChat Moments.Finally,SPSS 22.0 is used to conduct analysis of variance,difference analysis and correlation analysis of the original data and the in-depth interview data is used for detailed analysis.At the same time,the influencing factors of self-presentation strategy in the WeChat Moments are analyzed by regression analysis.Through the research,the main findings are as follows: the main findings are as follows: first,different from college students,there are differences in education background and personality of the WeChat Moments self-presentation strategies in the survey sample.With higher education level,users pay more attention to the management of audience in the WeChat Moments and interaction with each other,so as to carry out effective impression management.Introverted users can use the WeChat Moments to present themselves in a real and comprehensive way,while outgoing users can use the WeChat Moments to strengthen their social advantages and strengthen social relations.Secondly,there is a correlation between the publishing frequency,self-presentation motivation and self-presentation strategy of the WeChat Moments.Due to different publishing frequency and motivation,users will show different self-presentation behaviors in the WeChat Moments.The idealized self-presentation of "reporting happiness but not worry" is more obvious.Thirdly,gender,age,education background,residence,personality,publishing frequency of the WeChat Moments and self-presentation motivation have different effects on the self-presentation strategies of the WeChat Moments.