大学生在网络社交平台的虚拟迁移

The virtual migration of undergraduates on social media platforms

大学生是国内SNS用户的重要组成部分。采用参与式观察与半结构访谈的方法,探讨大学生用户在SNS平台间的虚拟迁移行为及其深层原因。研究发现,大学生的平台迁移与社交媒体产业发展的大背景相合,同时受制于用户现实社交圈的流动,高年级与低年级用户的迁移意向存在差异。这些迁移行为是在多种推拉因素的博弈和综合作用下进行的。实名制印象管理压力、混杂社交情境中角色定位困扰构成其迁移行为的推力因素;而半匿名化社交和隔离性平台、排他性聚集地则是吸引用户迁移的两种拉力。

College students are an important part of domestic users of SNS. By participant observation and indepth interview, the research wants to reveal the virtual migration phenomena among SNS platforms and find out the reasons. It＇ s found that the trend of virtual migrations corresponds to the development of the domestic media industry and users＇ behaviors are on the basis of their real life social networks. Meanwhile, there are differences between the group of freshmen, sophomores, juniors and seniors. The occurrence of these migrations is attributed to coordinately functioning of many factors. On one hand, the pressure of impression management in real-name system, self-positioning troubles in complex social settings constitute factors which push the users out. On the other hand, the attraction of anonymous interaction as well as the isolated and exclusive cyberspace can pull users into some media platforms.