社会化阅读的群体、符号与情感——基于互动仪式链理论的微信读书App用户阅读行为分析

Groups,Symbols and Emotions in Social Reading—Analysis on Reading Behavior of WeChat Reading Users Based on Interaction Ritual Chain Theory

数字技术发展与全民阅读普及之下,数字阅读逐渐成为多数人的阅读方式,而社会化阅读则是主流数字阅读平台的发展趋势。微信读书App作为代表性的数字阅读平台,具有较强的社交属性,借助微信好友关系在用户之间快速传播。互动仪式链理论搭建了基于群体、符号、情感的循环反馈模型,在用于研究微信读书平台用户阅读行为的数字化、社交化方面具有独特价值。本文基于对微信读书平台用户的深度访谈,借助互动仪式链理论分析微信读书平台用户的阅读行为,发现在平台与用户、用户之间的相互作用下,个体阅读行为与体验受到激励作用,并从社会化阅读环境下的读者特点出发为全民阅读的推广提出建议。

With the development of digital technology and the popularization of national reading,digital reading has gradually become the mainstream reading mode of most people,and social reading then is the development trend of mainstream digital reading platforms.As a representative digital reading App,WeChat Reading had strong social attributes and spread rapidly among users with the help of“WeChat friends”.The interaction ritual chain theory built a cyclic feedback model based on groups,symbols and emotions,which had unique value in studying the digitalization and socialization of reading behaviors of WeChat Reading users.Based on in-depth interviews with WeChat Reading users,their reading behaviors were analyzed based on interaction ritual chain theory.It was found that individual reading behaviors and experiences were motivated under the interactions between platforms and users and between users.Suggestions for the promotion of nationwide reading were proposed from the perspective of reader characteristics in the social reading environment.