The Circle of Culture: A Study of the Communication Characteristics of NetEase Cloud Annual Reports

Abstract

In recent years, the attention and recognition of the society for the annual use report of NetEase Cloud Platform have been increasing, and users compete for secondary forwarding in social media, which is becoming more and more popular in the society. This researcher regards the NetEase Cloud platform personal annual usage report as a kind of pop culture product and introduces H. T. Odum's "information cycle" as the theoretical basis and analytical framework. He disassembles and analyzes the NetEase Cloud annual usage report from five aspects: representation, identity, production, consumption, and rules, covering the whole process of cultural operation, including cultural production, meaning construction, user identity and consumption, and cultural regulation. It also explores the characteristics of its dissemination so as to systematically recognize and analyze the formation, dissemination, and popularity of this cultural product.