在时政领域中的微博粉丝效应现象研究

发布时间：2018-11-11 15:31

【摘要】：第二媒介时代的来临带来主体与话语之间关系重构的新讨论,虚拟社会网络空间的繁荣促使在互联网语境下的民主表现形式发生新变化,这些都对时政话题讨论下的舆论引导和网络社区管理带来新的压力。大众传媒的媒介多样化和大众文化的个性化发展带来影响日益广泛的“明星崇拜”现象,在这种充满主观能动性的感情投射下,“粉丝”成为一种崭新而特殊的网民群体走上大数据时代社会舆论的舞台。通常研究者对于“粉丝”群体的讨论多集中于心理学领域与市场营销领域,认为粉丝的参与性、过渡性和区隔性是成为以符号消费和情感消费为特征的消费行为的主要特征。跳出营销视角,随着“网络民主”的兴起,这一现象开始突破文化范畴而扩展到各个社会生活乃至政治诉求的表达,“粉丝效应”并不仅仅是一种情感性的行为取向,更是一种在新媒体发展下所呈现出来的群体行为的新型关系。因此,本文将以新浪微博平台上的粉丝为主要研究对象,以时政事件的实证研究为切入点,结合抽样调查的数据进行全面的分析与梳理,力求找到这种粉丝现象的特征与产生原因,分析其问题和影响,从不同主体的角度和现状问题的角度提出对这一特殊现象的管理建议与展望。
[Abstract]:The advent of the second media era has brought about a new discussion on the reconstruction of the relationship between the subject and the discourse, and the prosperity of the virtual social cyberspace has led to new changes in the forms of democratic expression in the context of the Internet. These all bring new pressure to the public opinion guidance and network community management under the current political topic discussion. The diversification of mass media and the individualized development of mass culture have brought about the phenomenon of "star worship", which has become more and more widespread. Under this kind of emotional projection which is full of subjective initiative, Fans have become a brand-new and special group of netizens on the stage of public opinion in big data era. Usually, the discussion of "fan" groups focuses on the field of psychology and marketing. It is believed that the participation, transition and distinction of fans are the main characteristics of consumer behavior characterized by symbolic consumption and emotional consumption. From the perspective of marketing, with the rise of "network democracy", this phenomenon has begun to break through the cultural category and expand to the expression of social life and even political demands. "fan effect" is not just a kind of emotional behavior orientation. It is also a new relationship of group behavior under the development of new media. Therefore, this paper will take the fans on the platform of Sina Weibo as the main research object, take the empirical research of the current political event as the breakthrough point, combine the sample survey data to carry on the comprehensive analysis and the combing. This paper tries to find out the characteristics and causes of this phenomenon, analyzes its problems and influences, and puts forward some suggestions and prospects for the management of this special phenomenon from the angles of different subjects and current problems.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D669

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