TITLE:
The Media Logic and Cultural Impact of WeChat
AUTHORS:
Jiaxin Yang
KEYWORDS:
Social Media, Media Logic, Non-Linear Narratives, User Engagement, Mediatization
JOURNAL NAME:
Open Journal of Applied Sciences,
Vol.14 No.7,
July
19,
2024
ABSTRACT: Through its media logic, which is defined by programmability, pervasiveness, connectivity, and datafication, WeChat establishes a non-linear, interactive, and user-dominated media environment. This media logic enhances the influence of each user within WeChat’s narrative landscape and revolutionises traditional media narration methods by enabling them to generate and distribute content. In such an environment, users are able to edit, receive, and send information without constraints of time or distance, which enables delayed interactions that broaden the potential for human communication and dissemination. Additionally, WeChat partially replaces social behaviours and institutions, thereby modifying their original structures and characteristics. As individuals become more accustomed to this media environment, they progressively adjust to the forms that are appropriate for media representation on WeChat, thereby completing the mediatization of culture and society. In this process, individuals are becoming more dependent on media and media logic, with WeChat’s influence permeating social and cultural activities through its media logic. This interaction has a substantial impact on society and culture, thereby aiding in their reconstruction.