网红与粉丝在微博中的互动仪式研究

发布时间：2018-01-10 15:27

本文关键词：网红与粉丝在微博中的互动仪式研究　出处：《四川外国语大学》2017年硕士论文　论文类型：学位论文

【摘要】：微博作为新媒体的代表,它的迅猛发展为无数平民的互动交流提供了强大的平台支持。除了大量公众人物吸引成千上万粉丝外,无数的草根用户凭借自己优质的内容生产、个性的表达方式、精准的人群定位等特质也为自己带来了大批粉丝。伴随着粉丝数目的不断增长,这些草根逐渐发展成和明星一样吸人眼球的“网红”。凭借着庞大的粉丝数量,大多数“网红”会通过广告代言、开淘宝店等行为为自己带来收入从而形成粉丝经济。这样一种凭借与粉丝互动而逐渐扩大规模的经济形式无疑颠覆了传统并越来越成为当今互联网经济的重要构成部分。然而网红如何让粉丝变成品牌文化的缔造者和宣传者,粉丝又为什么甘愿“忠于”博主,为其狂热消费,促成其巨大收益,这些问题对于理解粉丝营销、探索人际传播之间的互动方式具有重要意义。互动仪式链理论是美国社会学家柯林斯对于社会学发展新方向的探索,他从微观角度出发,系统阐述了互动仪式的运转机制,并进一步上升到宏观层面,将互动仪式链理论应用到一系列社会行为、社会运动等方面的分析,这种微观与宏观相结合的分析方法为本文提供了一种新的视角。微博网红与粉丝基于共同的关注点或兴趣聚集在同一平台上,粉丝以点赞、评论、转发、打赏付现等形式与网红进行互动,并在长此以往中投入自己的情感能量,逐渐建立了互动仪式并催生出了“网红经济”。互动仪式链理论虽是社会学理论,但互动归根到底离不开人际传播、群体传播,与社会传播行为和动机密切相关,因此将互动仪式链理论与传播学相结合,既能帮助传播学走出“缺乏对人的关注”的困境,也能更好的从微观角度明晰网红经济达成的动力机制。本文从兰德尔·柯林斯的互动仪式链理论出发,运用文献研究、参与观察等研究方法,通过相关案例具体分析了网红在微博中不同的粉丝营销与传播方式;互动情境的生成手段与结果:网红与粉丝如何形成团结性;网红与粉丝建立起什么类型的象征符号以及如何维护情感能量;最后对于网红与粉丝的互动仪式进行了归纳总结并提出了积极的建议。通过研究网红粉丝营销与传播的影响因素,明晰网红经济达成的内在动力,以期对维护这一行业的健康良性发展做出贡献。
[Abstract]:As a representative of the new media, Weibo's rapid development has provided a powerful platform for the interaction of countless civilians. In addition to a large number of public figures attracted thousands of fans. Countless grassroots users with their own high-quality content production, personality expression, accurate crowd positioning and other characteristics have brought a large number of fans. With the growing number of fans. These grassroots have gradually developed into "net red", which attracts people's attention like a star. With a large number of fans, most of them will be endorsed by advertisements. The opening of Taobao stores and other behaviors bring themselves income and thus form a fan economy. Such an economic form, which gradually expands its scale by interacting with its fans, has undoubtedly overturned tradition and become increasingly important in the Internet economy today. In part, however, how online celebrities turn fans into creators and propagandists of brand culture. Why fans are willing to be "loyal" to bloggers, consume for their enthusiasm, and generate huge profits, these questions are important for understanding fan marketing. It is of great significance to explore the interactive mode of interpersonal communication. The theory of interactive ritual chain is the exploration of the new direction of sociological development by the American sociologist Collins. The mechanism of interactive ritual is expounded systematically, and it goes up to the macro level. The theory of interactive ritual chain is applied to the analysis of a series of social behaviors, social movements and so on. This micro and macro analysis method provides a new perspective for this paper. Micro blog celebrities and fans gather on the same platform based on common concerns or interests, and fans like, comment, forward. The forms of reward and cash interact with net red, and put their emotional energy into the long run, and gradually establish the interactive ceremony and give birth to "net red economy". The theory of interactive ritual chain is a sociological theory. But interaction in the final analysis can not be separated from interpersonal communication, mass communication, and social communication behavior and motivation are closely related, so the interactive ritual chain theory and communication theory are combined. It can help communications to get out of the "lack of attention to people" dilemma, but also to better understand the micro perspective of the dynamic mechanism of economic growth. This article from Randall Collins's theory of interactive ritual chain. With the methods of literature research and observation, this paper analyzes the different marketing and communication methods of Internet celebrities in Weibo through relevant cases. The generating means and results of interactive situations: how to form unity between Internet celebrities and fans; What types of symbols are established with fans and how to maintain emotional energy; Finally, the interactive ceremony between Internet celebrities and fans is summarized and positive suggestions are put forward. By studying the influencing factors of the marketing and communication of Internet celebrities, it is clear that the intrinsic motive force of the economic achievement of Internet celebrities. In order to maintain the healthy and healthy development of this industry to make a contribution.
【学位授予单位】：四川外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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