作　　者： (任振华）; (王嘉琪）; (陈熵珊）; (黄含韵）;

机构地区： 厦门大学新闻传播学院,厦门361005

出　　处： 《现代广告》 2017年第17期58-64,共7页

摘　　要： 与其他社交媒体不同，微信在中年人中间有着很高的渗透率。本文通过对25位中年微信用户进行深度访谈，了解他们在微信上的自我呈现状况。本文总结了中年微信用户较多采用的自我呈现策略，即行为匹配、自我抬高、讨好等获得性自我呈现策略，以及缺点隐藏、矛盾回避、隐私保护等防御性自我呈现策略。相比于年轻微信用户，中年人群在微信上的自我呈现更趋理性和保守。 Different from other social media, WeChat has a very high penetration among middle-aged residences. Interviews were conducted among 25 middle-aged WeChat users, to understand their self-presentation tactics on WeChat. This paper summarizes the self-presentation tactics adopted by middle-aged WeChat users. There are acquisitive self-presentation tactics such as behavior matching, self-elevation, and Ingratiation, as well as defensive self-presentation tactics such as shortcoming concealment, contradiction avoidance and privacy protection. Compared with WeChat young users, the self-presentation of middle-aged people is more rational and conservative.

关 键 词： 微信 中年人 自我呈现