基于社群经济的新一代网红现象研究

发布时间：2018-04-02 06:53

本文选题：网红　切入点：社群经济　出处：《郑州大学》2017年硕士论文

【摘要】：随着自媒体崛起,诞生了新一代“网红”。新一代网红是一批凭借高质量、风格化的内容产品吸引具有相同兴趣爱好和价值观的用户组成社群,并通过社群孵化流行文化,最终通过多种自媒体渠道实现注意力变现的网络内容生产者。新一代网红是对旧时代网红的升级和再造,象征着注意力稀缺时代下最具流量能力的个体,意味着传统消耗模式的“网红经济”迭代。以“Papi酱”为代表的新一代网红借助微博、微信等平台传播内容,吸引大量粉丝,完成社群经济变现,其热度受到了资本市场的青睐。作为商业链一端的网红,其生产和传播的内容,才是维持经济链条的关键所在。新一代网红的走红看似偶然,实则是社群经济发展的必然结果,其背后拥有着庞大的社群。新一代网红的走红不仅是一种独特的社群传播现象,更意味着商业领域突破的崭新路径:新一代网红究竟是如何摆脱“网红”的小众标签成长为互联网场阈中不可忽视的力量?网红传播的兴起和发酵背后蕴含着怎样的社群传播方式?新一代网红的走红作为大众文化现象对于社会又有着怎样的潜在作用和影响?新网红群体是如何利用传播沉淀社群经济,并最终实现内容变现的商业化?新一代网红如何在社群经济的浪潮中维持长久的生命力?本文通过对以上问题的研究分析,归纳出了新一代网红的社群传播特征和商业变现模式:新一代网红借助多种自媒体平台,以受众为中心,凭借分众化的内容吸引受众组成社群,不断深耕内容塑造人格化品牌,通过社群孵化流行文化,最终利用电商实现社群经济变现。但是,新一代网红在发展中面临着一些负面的社会效应以及自身发展的困境,“网红”需要不断在内容和商业发展上进行反思。
[Abstract]:With the rise of the media, a new generation of "internet celebrities" has emerged. The new generation of online celebrities is a group of high-quality, stylized content products that attract users with the same interests, hobbies and values to form communities and incubate popular culture through the community. The new generation of Internet celebrities is the upgrading and reconstructing of the old era, symbolizing the most powerful individual in the era of scarcity of attention. It means that the traditional consumption mode of "Internet Red economy" iteration. Represented by "Papi Sauce" as a new generation of Internet celebrities with Weibo, WeChat and other platforms to disseminate content, attract a large number of fans, complete the realization of social economy. Its heat is favored by the capital market. As one end of the business chain, the content of its production and dissemination is the key to maintain the economic chain. The new generation of Internet celebrities seems to be accidental, but it is the inevitable result of the economic development of the community. There is a huge community behind it. The popularity of a new generation of internet celebrities is not only a unique social communication phenomenon, What's more, it means a new way to break through the business field: how can the new generation of Internet celebrities get rid of the niche label of "Internet Red" and grow into a force that can not be ignored in the threshold of the Internet field? What kind of social communication means is there behind the rise and fermentation of Internet Red Communication? As a popular cultural phenomenon, what kind of potential role and influence does the new generation of Internet popularity have on the society? How does the new net popular group utilize the spread to precipitate the community economy and finally realize the commercialization of the content realization? How can a new generation of Internet celebrities maintain a lasting vitality in the wave of social economy? Through the research and analysis of the above problems, this paper sums up the social communication characteristics and business realization model of the new generation of Internet celebrities: the new generation of Internet celebrities, with the help of various self-media platforms, takes the audience as the center. Relying on the diversity of content to attract the audience to form a community, continue to cultivate the content of personalization brand, through the incubation of popular culture through the community, and ultimately the use of e-commerce to realize the realization of the community economy. The new generation of Internet celebrities is facing some negative social effects and their own difficulties in the development of their own development, "Internet Red" needs to constantly reflect on the content and commercial development.
【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】：F49;G206

【参考文献】