Research On The Face Gain In The Communication Of WeChat Friends Circle

As one of the most common cultural phenomena in China,"face" is extending from people’s daily life and daily work to the network situations,and has become the daily network social communication.The new communication situation derived from the emerging social media space of "We Chat circle of friends" is directly or indirectly affecting the individual’s internal psychology,external behavior and interpersonal communication.This research adopts the research method of quantification and qualitative supplement,taking "Face Gain" in "We Chat circle of friends" as the research object,trying to explore the formation mechanism,influencing factors and the relationship between "Face Gain" in this virtual online communication space.This study drawing on relevant theory to construct the theory of "Face Gain" model,and the situational characteristics and individual characteristics of the two dimensions in the model of the independent variable,interactive intend this mediation variables,population pressure and face needs two adjustment variables,characteristics and the situation of "strong relationship"and "content circle of friends" in two dimensions and the individual characteristics of "social status" and "personality" two dimensions,launched a questionnaire design,survey and in-depth interviews.Finally,hypothesis test was carried out on 514 valid questionnaires to verify the rationality of the model.It is found that strong relationship,content circle of friends and personality all have positive effects on the intention of interaction,and the intention of interaction has positive effects on face acquisition.The interactive intention plays a completely mediating role between the strong relationship,the content of the circle of friends,the personality,the social status and the "Face Gain".Group pressure has a partial regulating effect in this model,and only has a moderating effect between the contents of moments and the intention of interaction.Social status has no significant effect on the interaction intention.Face demand in this model does not play a regulating role,but as an independent variable has a direct impact on "Face Gain".