大学人的微信朋友圈——大学文化的视角

WeChat circle of friends: The power of college culture cannot be ignored

微信朋友圈是微信基础板块中最活跃、最热门和最核心的一项功能,是微信好友之间互动交流的桥梁和可视化平台。大学人是微信朋友圈的高度黏性使用者,大学人的微信朋友圈"晒"出大学文化的自信心、"转"出大学文化的自觉性、"赞"出大学文化的自豪感、"评"出大学文化的自强力,是大学文化运行的高效承载体。借大学人的微信朋友圈之"力"长大学文化之"能",需要:积微致著,蓄积大学人微信朋友圈的"微力",转化为大学文化的"动能";微言大义,契合大学人微信朋友圈的"地气",烹制成大学文化的"热能";无微不至,依托大学人微信朋友圈的"粘度",孕育出大学文化的"磁能"。

WeChat circle of friends is the most active,most popular and most core function in WeChat basic plate,which provides users with a constant flow of information resources and is the communication bridge and visual platform for WeChat friends to communicate with each other.University people,mainly composed of university administrators,teachers and students,are highly cohesive users of WeChat circle of friends.WeChat circle of friends has become the"main channel"for university people to obtain first-hand campus information,and it is also the efficient carrier for university people to produce,manage and disseminate university culture.Using the WeChat circle of friends is now the"hard requirements"and"required courses"for their daily study,life and work.The first part of the article introduces the WeChat circle of friends and the WeChat circle of friends of university people.First of all,we analyze the characteristics of WeChat circle of friends point out that WeChat circle of friends is an acquaintance social circle constructed through the"access system"of adding friends.This kind of relationship chain has the characteristics of semi-closed,small crowd and tribalization.Secondly,the similarities and differences between WeChat circle of friends and real friend circle are analyzed.Finally,we analyze the WeChat circle of friends of university people.It is believed that university people are highly cohesive users of WeChat's circle of friends.Using the circle of friends has become an indispensable part of college people's life,study and work,and even reconstructs the way of life,study and work of university people.The second part of the article discusses the power of university culture contained in the WeChat circle of friends of university people.This paper elaborates from the four aspects of showing the selfconfidence of university culture by posting,enhancing the consciousness of university culture by reposting,promoting the pride of university culture by liking,and lifting the self-strengthening ability of university culture by commenting.The third part of the article discusses the specific measures of"ability"of university culture by"power"of university people's WeChat circle of friends.First of all,many a little make a mickle:accumulate the"micro force"of university people's WeChat circle of friends,and turn it into the"kinetic energy"of university culture.Pay attention to the microcreation of"small caliber"and improve the fresh vitality of university cultural communication;the combination of explicit communication and invisible communication enhances the penetration of university culture communication;proper"hunger marketing"and intentional"hype"stimulate the source power of university cultural communication.Secondly,small words and big sense:it is in line with the"local atmosphere"of university people's WeChat circle of friends and cooked into the"heat energy"of university culture.Promote university culture in the WeChat circle of friends;innovate and develop the content of university culture in university people's WeChat circle of friends;guard against and resist the spread of bad culture among university people's WeChat circle of friends.Finally,meticulous care:with the help of university people's WeChat circle of friends"viscosity",the"magnetic energy"that gives birth to university culture.Give full play to the"social waterfall"effect of opinion leaders in the WeChat circle of friends of university people;mobilize the enthusiasm of university people to participate in the cultural operation of university in WeChat's circle of friends;create a positive,healthy and progressive university culture atmosphere in the WeChat circle of friends of university people.In a word,university culture has a strong resonance in the communication and interaction of university people's WeChat circle of friends,forming a great synergy in dimensional balance,and the"small circle"of university people's WeChat circle of friends also has"great power".