Research On "WeChat Reading" Virtual Community Interaction Ceremony And Optimization Strategies

In recent years,with the rapid development of mobile internet technology,the form of social media has taken on a new look,and digital reading has gradually become one of the mainstream reading methods.The social reading platform not only creates a field of digital reading,but also provides a platform for readers to share and communicate,breaking through the limitations of traditional reading methods and producing a new reading mode of "reading + socializing",which strengthens the interaction between readers.It has great potential in improving the coverage and applicability of national reading promotion.The social reading platform "WeChat Reading" APP has a large number of genuine digital reading resources and the traffic guarantee brought by the huge scale of WeChat users."Social + channel promotion" has become its core competitiveness among digital reading APPs.Taking it as a typical representative to study the operation mechanism of the reading-focused virtual community has significant theoretical and practical significance.This research takes Collins’ interactive ritual chain as the theoretical basis,and uses online ethnography,questionnaire survey,data analysis and other methods to achieve the purpose of the research,and to explore the background,community interaction and user interaction of the formation and development of the virtual reading community of "WeChat Reading".The value and significance generated are explored,and the deficiencies in the operation of this kind of knowledge dissemination virtual community are found,trying to find targeted optimization strategies,and put forward suggestions for social reading platforms in promoting the development of national reading.This research is divided into five parts:The introduction part mainly combs the research and application of the interactive ritual chain theory,the related literature of the virtual reading community and the "WeChat Reading" APP,expounds the background and significance of the research,and sorts out the purpose,ideas and methods of the research.The second part elaborates on the development of the "WeChat Reading" APP,the formation background of the "WeChat Reading" virtual reading community,the operation methods and management norms of internal and external communities,and analyzes the spread of community communication in the virtual "WeChat Reading" virtual reading community.The application in the reading community and the function settings of the "WeChat Reading" APP play a role in user reading and interaction.The third part combines the identity characteristics of the interactive subjects of the virtual reading community of “WeChat Reading”,the interactive content and the main social methods in the community,and uses the questionnaire survey research method to describe the user portraits,and summarize the reasons,purposes and Their willingness to participate in different types of reading social activities.At the same time,in the "Python" language environment,the Fiddler tool is used to capture the behavior data of the internal community interaction subjects of the "WeChat Reading" APP,and combined with the above content to analyze in the virtual reading community,reading social media is promoting knowledge dissemination and content promotion.The role of production and meeting the needs of interactive subjects to acquire knowledge and express themselves,and explore the influence of factors such as the quality of community content and the convenience of interaction methods on users’ willingness to participate in interaction.The fourth part firstly describes in detail the four elements of the interactive ceremony and the reading interaction process in the virtual reading community of "WeChat Reading".Behaviors such as liking,commenting,etc.meet the social needs of reading,share emotional state,obtain identity,build group symbols,realize emotional accumulation,and then carry out the next interactive ritual driven by emotional energy,forming a complete interactive ritual chain.The group also realizes more content production or "secondary creation".Secondly,research the results of the virtual reading community interaction ceremony.On the one hand,a successful interactive ceremony helps to maintain a good interactive atmosphere in the community.From the perspective of users,the virtual reading community creates a good reading environment for them,meets users’ rich and high-quality reading needs,and also expands It has established the social channels of platform users and built a bridge of communication for the offline extension of online relationships.On the other hand,under the stimulation of emotional energy,interactive subjects will have a stronger willingness to interact,which has an impact on the operation and development of virtual communities.Community operators provide users with personalized recommendations based on richer interactive behavior data,stimulate users to produce content,and realize value co-creation while enhancing user stickiness.Finally,focusing on the current problems in the virtual reading community of "WeChat Reading",such as the deviation of the reading subject status,the insufficient efficiency of interactive rituals,and the bottleneck of user scale expansion,it is proposed to streamline and optimize social functions,explore and cultivate core users to drive the operation of successful interactive rituals,With the help of other new social media to expand information dissemination channels and other optimization strategies,in order to achieve better development of "WeChat Reading" and such knowledge dissemination virtual communities,it will help improve the quality of digital reading,expand the digital publishing industry,and further contribute to the development of "WeChat Reading" and this kind of knowledge dissemination virtual community.The implementation of the "National Reading" plan and the formation of the "Scholarly Society" played a boosting role.