“网红”传播动因研究

发布时间：2018-03-17 04:25

  本文选题：网红　切入点：网红经济　出处：《郑州大学》2017年硕士论文　论文类型：学位论文

【摘要】：从文字时代的写作出名的网络写手到社交媒体时代以Papi酱为代表的新型“网红”,“网红”在中国已经历经了三代,每一代“网红”都有自己的特点。进入网红3.0时代以来,与第一代依靠写作才华出名的文字“网红”(南派三叔、当年明月等)和第二代依靠搏出位而走红的符号“网红”(芙蓉姐姐、犀利哥等)不同,新一代“网红”则是凭借强烈的人格魅力进行内容创作,已经渐渐摆脱在受众心里的负面印象而成长为网络世界中的受众追捧网络“明星”。另一方面,新一代的“网红”凭借自己超强的变现能力而得到资本认可。一时间可谓名利双收,成长为互联网空间内不容忽视的群体力量。本文中的“网红”是指“网红”3.0时代借助互联网媒介在与受众的互动过程中,凭借极强的人格魅力吸引大量粉丝的追捧而又能依靠社交资产盈利的人。首先,本文在对“网红”相关概念归纳的基础上总结出“网红”的特征即鲜明的人格魅力、超强的互动能力和专属粉丝等,并梳理了“网红”的发展历史。本文认为“网红”的进化与互联网的发展史密切相关,互联技术的每一次进步就会涌现一批“网络红人”。其次,本文以传播学为主借鉴社会学、心理学为理论基础,从传播媒介、传播主体和受众心理三方面全面分析了“网红”传播现象的动力因素,简称“动因”,从而回应了“网红”为什么走红的问题。最后,在前文的基础上发现了“网红”传播中存在的问题,即“网红”传播过程中存在“网红”传播依赖传播平台变迁,过度商业化、和传播内容低俗化、娱乐化等问题,并针对这些问题提出了相关建议,即深耕垂直领域生产优质内容圈住粉丝,提升影响力打造超级IP,建立行业规范,加强监管等措施。
[Abstract]:From the famous online writers in the writing era to the new "internet celebrities" represented by Papi sauce in the social media era, "Internet Red" has been through three generations in China, and each generation has its own characteristics. Unlike the first generation of characters known for their writing talent, "net Red" (the Southern third Uncle, Ming Moon, etc.), and the second generation, the symbol "net Red" (Sister Furong, Brother Sharp, etc.), which became popular on the basis of birth. On the other hand, the new generation of "Internet Red" is content creation by virtue of its strong personality charm, and has gradually grown out of the negative impression in the hearts of the audience and has grown into an audience in the network world after the Internet "star." on the other hand, The new generation of "net red" with their super ability to realize and get capital recognition. For a time it can be described as fame and fortune, In this paper, "Internet Red" refers to the "Internet Red" 3.0 era with the help of Internet media in the process of interaction with the audience. People who, by virtue of their strong personality charm, attract a large number of fans and can make profits from social assets. Firstly, this paper summarizes the characteristics of "net Red" on the basis of summarizing the related concepts of "net Red", that is, the distinct personality charm. This article thinks that the evolution of "Internet Red" is closely related to the history of the development of the Internet, and each progress of Internet technology will produce a group of "Internet Red people". Based on the theory of sociology and psychology, this paper makes a comprehensive analysis of the driving factors of the phenomenon of "Internet Red" from three aspects: the media, the subject and the psychology of the audience. In short, "motivation", thus responding to the problem of why "net red" has become popular. Finally, on the basis of the above, the author finds out the problems existing in the communication of "net red", that is, the "net red" communication depends on the change of communication platform in the process of "net red" communication. Overcommercialization, and dissemination of vulgarization, entertainment and other issues, and to address these problems, and put forward related suggestions, that is, deep ploughing vertical production of quality content to surround fans, enhance influence to create super IPP, establish industry norms, Strengthen supervision and other measures.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206
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本文编号：1623170