指尖上的机遇:客家文化微信传播大数据探索

The Opportunity on the fingers:Exploring the Big Data of Hakka' Culture s Transmission on WeChat

客家文化产业的发展离不开创意设计、生产、流通传播、消费等多个环节。在互联网移动终端自媒体的时代,客家文化的传播面对"指尖上的机遇",基于大数据的分析,发现:微博和微信的传播模式基于其技术架构背后的社会互动模式的不同而存在巨大差异,无论是个体还是组织机构开设的微信公众号,既需要重视客家文化内容的原创生产,又需要匹配产品生命周期和传播模式。微信作为基于信任的网络交往平台,其强关系和同质性群体的社会关系特征,对客家文化的传播构成了重要影响。

Hakka cultural industry can not be separated from the creative design,production,circulation,consumption and other links.In the Internet mobile era,the spread of Hakka culture mustface of ＂the opportunity on the finger tip＂.Based on big data analysis,this paper found：Microblogging and WeChat transmission model based on its technical architecture behind the social interaction model has a huge difference.Both the individual or organization to open the WeChat public number,not only need to pay attention to Hakka cultural content of the original production,but also need to fit the product life cycle and dissemination model.As a trust-based network communication platform,the strong relationship and the social relations of homogeneous groups of WeChat has a strong influence on the communication of Hakka culture.