Contemporary Internet Social Society: Why can't you "read it"?

In the current Internet, "can't read it" has always been a hot topic. Whether it is in life or work, as long as interpersonal communication exists, people may encounter this experience at high frequencies. Either you ca n’t read it, or you ca n’t read others. "You haven't responded to me for a second, it's so interesting, you need your cold violence in this weather." Gao Zan's message in the popular topic of Weibo is full of ridicule for discussions on "Can't read". This article will talk to you through the data feedback from readers and friends to talk about the phenomenon of "no read".

Author | Nie Wei

Editing | Time

Edit | Peninsula

Source 媒 | All Media School (ID: Quanmeipai)

Many social software have a loving and hateful feature: read back. There is also a phenomenon that is easy to be spit out: it can not be read. It is similar to the "response delay" in media communication. Related research shows that "reply delay" will bring anger and impatient emotions to the users of the organization, produce a sense of destruction or damage. [1]

△ Weibo#Can't read#topic. Picture source: Weibo screenshot

In the current Internet, "can't read it" has always been a hot topic. Whether it is in life or work, as long as interpersonal communication exists, people may encounter this experience at high frequencies. Either you ca n’t read it, or you ca n’t read others.

"You haven't responded to me for a second, it's so interesting, you need your cold violence in this weather." Gao Zan's message in the popular topic of Weibo is full of ridicule for discussions on "Can't read". In this issue of the All -Media School (ID: Quanmeipai), I will talk to you through the data feedback from readers and friends.

Can't you read it, can you accept it?

First of all, let's find out what is "read back".

"Reading back" means that after the information receiver looks at the information, he rely on back -end technology to give information sender to readers. In the past, people often set up this function in emails, which is convenient for the sender to receive a notice when the other party checks the email. Now, this kind of recovery function has widely appeared on social platforms, especially working software pursuing communication efficiency.

In early September, the whole media sent a survey to the reader with the theme of "Reading Revisive", recovering a total of 190 results:

△ Picture Source: All Media School

From the perspective of acceptance, the proportion of respondents who are concerned, more concerned, and special attention are about 95%, and the respondents who have not cared about are only about 5%. In fact, most of the respondents still value whether others have positive feedback on their information.

△ Picture Source: All Media School

Secondly, from how long it can be read, it can accept the total number of people within 1 day or longer; The number of choices for enduring thresholds is similar, all about 12%.

It shows that although everyone does not want to be read, but the endurance that can not be read is not as low as expected.

△ Picture Source: All Media School

In the end, many of us have experienced the experience that can not be read to others. In this survey, 93.6%of the respondents said that there was a situation where others were "not read". It can be seen that the behavior of "can't read" at present is more common. It can even be said that everyone hates that they can't read it, but everyone will not read it.

In addition, we have received many different replys on the issue of "Reading". For example, everyone wants to know why the platform sets this feature? What impact does the behavior that cannot be read on social relationships? What are the psychological and reasons that can be read?

Some messages said that "can't read it" is like being forgotten, but it is not all anxious, but it is also unique to be forgotten.

Reading back, how did you come?

Social media has become an indispensable part of people's daily life, and its functional settings are also revolved around user needs.

At present, the social software that has the "read -back" function in the application market mainly includes office, love and dating, e -commerce, publicized social categories, and so on.

In many office software, chats, announcement and other functions can be viewed or unable to read. In addition, some short video social software can also view the read or unable to read in the chat dialog box.

For product developers, what is the original intention of designing "can't read"?

△ Picture source: chat screenshot

The Guard Public account article "The" Murderer "who has not been read in invention, I helped everyone find it" mentioned that the "black hand behind the scenes" is BlackBerry company. In 2005, BlackBerry officially launched the Blackberry Messenger (BBM), which supports the update of the message status, which can show when users pass and read the message, which has a real -time presence. [2]

When social software is not particularly developed, this function brings significant positive value. However, with the development of the times, people feel that the function of this kind of instant feedback message state is a bit annoying, and even negative emotions such as anxiety and anger will produce negative emotions.

The article of the fruit shell quotes Professor Tony D.sampson, a professor of digital media culture and exchanges from the University of East London: Social media design "Reading" is to allow users Negative emotions are addicted to APP. [2] Coupled with the blessing of algorithms in the era of big data, the psychology and emotions used by users are gradually pondering and understanding, so many social software will try to increase influence by setting this function.

What is the value of read back?

Of course, from another perspective, the setting of the "Reading" function also has many reasonable value. For example, for an office software, the "marking as read" will greatly improve work efficiency and reduce information. The number of unparalleled persons can be seen in the background, and the reminder function can be set at the same time.

For some large organizations, when the manager releases some important announcements and news, if everyone responds to "receiving", it will greatly reduce the efficiency of the work, and it will affect the reading experience of the later parties. Reading "is more efficient.

In addition, for some social software of love and dating, "no read" can allow both parties to understand each other's ideas through chat.

For example, when the other party has been unable to read it, it may mean that they are not interested in you, then the meaning of "silence is gold" at this time, and silence is "no call" to you.

△ Picture source: pixabay

Furthermore, the "read" of shopping software can be used to measure the potential value of consumers. The shorter the time interval between the read and the reply, the stronger the intention of buying.

For example, the merchant will determine whether the consumer's purchase willingness is strong based on the frequency of consumer chat and reply. In daily purchase activities, consumers will ask more or less questions because of some questions. In fact, consumers' reply is fast or slow or slow or slow. "Can't read it" is an important indicator for merchants to judge business opportunities.

When consumers consult some important issues, they also need to judge whether the merchant is online through the "read". The existence of this kind of recovery also prompts the merchant to deal with the information as soon as possible, otherwise it may be understood by consumers as intentional neglect.

In view of this, in the face of the complicated information accumulation and "unable to stop" social behavior in the Internet era, the communication between people pays more and more attention to efficiency. It has its unique value.

As for other social distress derived from "can't read", it is another matter.

Why can't I read it?

People often say that "there must be suffering if you can't read it". When asked why he could not read others, 27.94%of the respondents said that they had forgotten to return unconsciously. Ideas responded, because I was too busy, there was no time to return 22.98%. However, a large number of people choose not to return consciously.

△ Picture Source: All Media School

"I don't reply" has my consideration, and "not back" has my emotions. Therefore, "I can't read it" can actually discuss the causes and the psychological feelings of the user from the two levels of "I can't read it" and "I can't read it".

Specifically, there are many reasons for the "I can't read it", but there are many reasons for not returning the news, but it is mainly concentrated in the above three aspects. At present, the information of the Internet era showed a well -spraying growth, and the use of social software has made us almost "online".

The fact is that there are a lot of things to deal with every day. At the same time, efficiency will be ignored, and some information with lower priority will be ignored. Either I just want to put it back and go back late, and I forget it.

Of course, specific analysis. There is a clear set of concepts in the communication science is "strong relationship" and "weak relationship", which is also applied to the situation of "no read" on social media.

American sociologist Mark Grandonor proposed the theory of weak relations in 1973. He believes that there is a simple social relationship in interpersonal communication activities, such as the "nodding friendship" we often say. [3]

In fact, for some people in social software that they are not familiar with themselves, it is understandable that it is not read that it is not read, because the communication between the two of them is "no big deal."

However, for the strong relationships such as parents or relatives and friends, the psychological feelings of "can't read" will be different.

Because the relationship is tight enough, some things do not pay attention to the other party, but the other party will not care too much, but if the key information does not return, it will aggravate each other's doubts.

△ Picture Source: Network

However, some interviewees said that if they are unconscious or too busy forgetting to reply to others, they will have a sense of guilt.

Secondly, from the perspective of the "being readable" side, the psychological negative performance is even more obvious. For example, psychology believes that people's self -esteem is largely derived from the response and evaluation given by the outside world.

When we see that others have no news about our news, we will doubt our hearts. Is it me wrong? Did me offend him? Did he hate me? Is it that he has other views on the content of me ... When people's problems are not responding, they often find problems from themselves, and then fall into a anxiety emotion. In the end, it will even cause anger and complaints.

It is true that this psychology also affects our daily social. In the previous era of words, family books reached thousands of dollars. Due to the inadequate traffic and communication, a reply to a letter should go through several months or even longer. But now it is not the same. The Internet is online in real time, and it is a little bit. If you see the news and want to reply, it is actually a few seconds. Long -term "can't be read back to others" will affect their social image and reduce the favorability in others' hearts. On the contrary, long -term "being read -unable to return" will make you feel frustrated and affect your social behavior.

Social confusion behind the dispute

In this survey, 60%of the respondents said they were unwilling to see the social software that they often used to launch the "read -back" function.

At the same time, 62%of the respondents hope that the software they are currently using allow users to cancel the "Reading" function by themselves.

△ Picture Source: All Media School

Indeed, many softwares have gradually opened up users to freely set the permissions of "Reading". The product will continue to be optimized with the changes of user needs. At the same time, we should also pay attention to the two social confusion behind the controversy of "No Reading".

First, the contradiction between "selective avoidance" and "permanent online" in the current network social network.

People themselves are always in the information environment, and they have the right to choose whether to choose whether to reply and how to reply, but the complexity of social networking is always embarrassing.

For example, the benefit of "selective avoidance" is to reduce useless socialization, and the disadvantage is to damage the personal image; if you choose "permanent online" seconds, the advantage is the super high efficiency dialogue, the promotion of the good impression in others, the disadvantage is the individual consumption of the individual energy. In fact, how to deal with this contradiction determines different behaviors of different people after reading the information.

Second, does the over -related connection between the network media and interpersonal communication will cause people to be alienated?

Social media exist in the form of media, and has gradually penetrated into various groups, as mentioned above, if we spend too much time in the network social, it is easier to be bound by the relationship network.

"Can't read it", or "second back", the reason why related discussions have received a lot of attention is mainly because the current communication between people relies too much on the online medium. People are inseparable from them, so they are willing to spend more time discussing them.

Under the background of "Internet+", society runs at the speed of "2 times". Hartmut Rosa, the fourth -generation figure of the Frankfurt School, pointed out: It's getting out of touch between them. "[4]

换言之，数字传播时代下，人的喜怒哀乐、思维方式乃至举止行动都被数字技术影响着、呈现着，在很多场景下，人与人的数字交往甚至超越了现实中的物理交往，承载了More mission and expectations have brought new social pressure.

The controversy that cannot be read is one of the manifestations that people cannot properly handle this social pressure. Neither want to be read, in some cases, and have to choose to read it, the conflict and entanglement of contemporary people in the face of social networks reflect the scores in this matter.

Reference link:

[1] Wang Lina. Accepting and rejection: The "Reading" function in social media [J]. Journalism, 2021 (08): 37-42.

[2] The "murderer" who could not read it, I helped everyone find it

https://mp.weixin.qq.com/s/blqaxzslnnn2itpdjzdnz5a

[3] Tian Feng, Li Xiaqing. The evolution and expression of the relationship between the relationship between youth social interaction in the Internet era [J]. Chinese youth research, 2021, (03): 28-37.

[4] Deng Dan. Social acceleration and newly strange -Hartmut Rosa's media concept Study [J]. Journal of Yibin College, 2020,20 (03).

- END -