Research On Social Media Use And Chinese Cultural Identity Of Taiwan Compatriots Living In The Mainland

With the maturity of mobile Internet technology and the continuous development of social media,especially during the COVID-19 pandemic,the public has become more dependent on social media than ever before due to the impact of the real environment.Social media such as wechat and Weibo have become the main channels for the public to obtain information.The cultures of the mainland and Taiwan are of the same origin and have farreaching origins.In recent years,cross-Straits relations have been complicated and severe.The Democratic Progressive Party(DPP)authorities have spared no effort to "de-Sinicize"Taiwan people,especially the young generation,have been deeply affected by it.For Taiwan compatriots living in the mainland,their original media habits and cognitive habits have changed.Taiwan compatriots in the mainland cannot do without wechat for communication,and they are used to using Weibo and other social media to obtain information and various kinds of news.When Taiwan compatriots move from Taiwan to the mainland,what kind of media contact habits will they have?What unique role does the use and exposure of social media play in shaping the Chinese cultural identity of Taiwanese in the Mainland?Centering on these issues,this study takes Taiwan compatriots living in the mainland as the survey objects,conducts a survey on social media use and Chinese cultural identity of Taiwan compatriots living in the mainland,and conducts in-depth analysis and discussion.Questionnaire survey was adopted to collect the sample data of 277 Taiwan compatriots living in the mainland.Correlation analysis and regression analysis were adopted to analyze the basic demographic characteristics and social media usage intention of Taiwan compatriots living in the mainland,and a panoramic description was made of the social media usage and Chinese cultural identity of the samples.Analyze whether social media use and Chinese cultural identity of Taiwan compatriots living in the mainland are related and influence degree.Through investigation,this study confirmed that the higher the frequency of social media use,the higher the degree of Chinese cultural identity of Taiwan compatriots living in the mainland.The degree of Chinese cultural identity is affected by three secondary variables of social orientation,leisure orientation and tool orientation of social media use.Social media use is an important channel for Taiwan compatriots living in the mainland to improve their Chinese cultural identity.The increased use of social media by Taiwan compatriots living in the mainland is conducive to improving their feelings and cultural cognition of Chinese culture and generating cultural behaviors.The results show that among the three secondary variables of social media use,namely social orientation,leisure orientation and tool orientation,tool orientation has the greatest impact on cultural cognition,followed by leisure orientation and social orientation has the least impact.It can be seen that cultural cognition is mainly constructed by active information retrieval and collection.Information preference type is not the key factor affecting cultural identity.The cultural environment formed by diversified new media content can have an impact on people’s values.The identification of Chinese culture is the result of the joint action of reason and emotion.It can be seen that the Taiwan compatriots living in the mainland attach more importance to emotion,supplemented by cognition.The influence of sensibility is greater than that of rationality,while cultural behavior is the most complex and diversified component of cultural identity.In the new era of media development,media content contains more functions of social interaction,experience and participation rather than just reading and cognition.Emotional turning has also become a new feature of media ecological environment in the age of social media.Compared with information acquisition and recreation,interpersonal communication on social media can more deeply influence the construction of Chinese cultural identity of Taiwan compatriots living in the mainland.This paper studies the relationship between social media use and Chinese cultural identity of Taiwan compatriots living in the mainland,which is to verify and test the communication theory and cultural theory.At the same time,it examines the actual situation of social media use and Chinese cultural identity of Taiwan compatriots living in the mainland,and discusses how to present the common cultural content of both sides with the help of social media.Promote cross-Straits cultural identity.Telling Chinese stories well in the new arena of Internet public opinion provides new direction and thinking for spreading Chinese culture.