社交媒体时代下内容型网红的场域分析

发布时间：2018-06-08 01:26

本文选题：内容型网红 + 场域理论　；参考：《暨南大学》2017年硕士论文

【摘要】：2016年被称为网红经济元年,层出不穷的网络红人不断划分自己的专属领域,以独特的符号形式抢占注意力资本。他们成为了网络空间的明星红人、意见领袖和内容制造者。本文运用了半结构访谈法和虚拟民族志的研究方法,选取当前社交媒体时代下的的内容型网红进行场域分析。首先,本文梳理了网络红人的历史演变过程,描绘了其阶段性特征,并对社交媒体时代下的内容型网红的定义、其产生原因和特征进行了重点分析。其次,从布尔迪厄的场域理论角度分析了内容型网红的结构位置和资本形式的转化。笔者通过研究发现网红场域是一个具有高度自主性的文化生产场域,符号资本在网红场域中占支配地位。内容型网红对资本的追求分为符号资本积累和经济资本转化两部分。接着,笔者将内容型网红的主要类型划分为:优质内容嫁接电商平台、内容引流通过广告变现和付费问答开启知识零售,并分别对其进行场域分析,揭示出网红场域普遍存在的追逐“网络收视率”和“互搭梯子”现象。最后,通过分析网红场域的文化区隔和内部分化得出网红场域同构性的结论。内容型网红通过重设竞争标准和符号暴力的手段完成了网红场域的再生产。在网红场域中,内容型网红进行内容创作、分享知识的实践行为,最终目的都是为了实现资本的转化。这是网红场域同构性的必然。相比于炒作型网红和颜值型网红,内容型网红凭借优质内容聚集人气,有一定的进步意义。但同时也应该看到内容型网红不可避免地受到商业逻辑的制约。
[Abstract]:2016 is known as the first year of the Internet Red economy, and there are more and more Internet celebrities who divide their own areas and seize the attention capital with their unique symbol form. They have become celebrities, opinion leaders and content makers in cyberspace. In this paper, semi-structured interviews and virtual ethnography are used to analyze the field of content-based internet celebrities in the current social media era. First of all, this paper combs the historical evolution of Internet celebrities, describes its stage characteristics, and focuses on the definition of content-type Internet celebrities in the social media era, its causes and characteristics. Secondly, the transformation of structural position and capital form of content net red is analyzed from Bourdieu's field theory. The author finds that the red field is a highly independent field of cultural production, and symbolic capital dominates in the field of net red field. The pursuit of capital is divided into two parts: symbolic capital accumulation and economic capital transformation. Then, the author divides the main types of content-based internet celebrities into: high quality content grafted e-commerce platform, content drainage through advertising realization and pay questions and answers to open up knowledge retail, and conduct field analysis, respectively. The phenomenon of "network ratings" and "mutual ladders" is revealed. Finally, by analyzing the cultural division and internal differentiation of the net red field, we draw the conclusion of the isomorphism of the net red field. Content-based internet-red by means of re-setting competition standards and symbol violence to complete the reproduction of the red field. In the field of net Red Square, the content type net red carries on the content creation, the sharing knowledge practice behavior, the ultimate goal is to realize the capital transformation. This is the net red field domain isomorphism is inevitable. Compared with hype type net red and face type net red, content type net red gather popularity with high quality content, have certain progress significance. But at the same time, we should also see the content-based network is inevitably restricted by the business logic.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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