传播学视域下的网红经济研究

发布时间：2018-06-22 23:30

本文选题：网红经济 + 网红　；参考：《湘潭大学》2017年硕士论文

【摘要】：2016年可谓是网红经济的元年,大大小小的网红纷纷涌现,各式商业模式逐渐成熟,资本相继入场,锣鼓喧嚣。一个中戏女硕士通过制作搞笑短视频在几个月内爆红网络,获得联合注资1200万元,彻底将“网红经济”推向大众视野。各行各业都试图开上这个快车道,利用网红的影响力,结合商业营销手段,打造新兴的“网红+”模式,网红经济有了越来越多的“下一个风口”。网红经济的崛起和扩张证明新时代的网红已经成功实现经济跳跃。网红经济是注意力经济,指网红通过个性内容在自媒体上积累人气,再向粉丝群体定向传播经济信息,实现产品营销,从而将注意力转化为购买力,实现商业变现。其实质是文化资料元素与经济资料元素相互交融渗透的结果,网红不仅创造了客观经济效益,同时也反映和塑造了新的文化现象。随着网红生产内容的不断变迁,网红的商业模式从以网红为广告附庸的网红广告经济向网红主导的知识经济逐渐转变,但无论是做电商的形象代言人,还是试图以内容创收,网红都是通过与资本的广告合作实现经济跳转。从传播学的角度看,这基本符合一个完整的信息传播过程。即:网红通过自媒体内容传播获得品牌价值,再通过广告互惠将资本信息通过一定的策略、方式传递给粉丝群体。在这个过程中,网红是整个经济过程的内容生产者和传播主体,网红传播的内容既包括品牌塑造内容,也包括经济运营内容,这些内容构成注意力的来源,充当着网红经济活动中实现资本交换的产品。网红通过各种媒介渠道和传播手段的整合运用,实现了这些信息产品的精准传递,构成了网红经济中的特殊的信息传播方式,而网红的粉丝群体,是网红内容的接收者,也是网红经济消费市场的主体。因此,网红、内容、传播、粉丝共同构成了网红经济中信息传播的四要素。首先,网红经济活动中,网红的生成方式和服务角色都发生了转变;其次,网红传播内容更加复杂,需要进行经济内容的运营;再次,网红通过一定的渠道和策略对粉丝群体定向传播信息产品,完成与资本的注意力交换;从次,网红粉丝是网红信息传播的接收者,也是网红经济的主要消费受众,形成网红经济运作的闭环。最后,对网红经济的正负效果进行评价和判断。对网红经济运作过程的分析既有利于传播学学理的补充,也有利于从各个环节把握网红经济的运作原理,同时对其经济效果,特别是社会效果形成更客观地认识,及早把握潜在问题,规避不良影响,使网红经济得以蓬勃、健康的发展。
[Abstract]:2016 can be described as the first year of the Internet Red economy, big and small Internet celebrities have emerged, various business models gradually mature, capital has entered, gongs and drums noisy. A master of Chinese opera made a funny short video in a few months, the network burst into the Internet, a joint capital injection of 12 million yuan, the "Internet Red economy" to the public view. All walks of life are trying to drive this fast track, using the influence of Internet Red, combining commercial marketing to create a new "Internet Red" model, the Internet Red economy has more and more "next tuyere." The rise and expansion of the net red economy proves that the new era of net red has successfully realized the economic jump. The net red economy is the attention economy, which means that the net red accumulates the popularity from the media through the personality content, then distributes the economic information to the fan group directionally, realizes the product marketing, thus transforms the attention into the purchasing power, realizes the commercial realization. Its essence is the result of the intermingling of cultural data elements and economic data elements. Net red not only creates objective economic benefits, but also reflects and shapes new cultural phenomena. With the constant change of the content of Internet Red production, the business model of net Red has gradually changed from the Internet Red advertising economy which takes the Internet Red as the advertising appendage to the knowledge economy dominated by the Internet Red, but whether it is to be the image spokesman of the e-commerce business or to try to generate income from the content, Net red is through the advertisement that cooperates with capital realizes economy jump. From the perspective of communication, this basically accords with a complete information dissemination process. That is: net Red obtains brand value through media content dissemination, and then passes capital information to fan group through certain strategy through advertisement reciprocity. In this process, Internet Red is the content producer and the main body of communication in the whole economic process. The content of Internet Red Communication includes not only the content of brand shaping, but also the content of economic operation. These contents constitute the source of attention. As a network of economic activities to achieve the exchange of capital products. Through the integration and application of various media channels and means of communication, Internet Red has realized the accurate transmission of these information products, which constitutes a special mode of information dissemination in the Internet Red economy, and the fan group of Internet Red is the recipient of Internet Red content. It is also the main body of net red economy consumption market. Therefore, the Internet-red, content, communication, fans together constitute the four elements of information dissemination in the Internet Red economy. First, in the economic activities of Internet Red, the generation mode and service role of Internet Red have been changed; secondly, the content of Internet Red communication is more complex, and it needs to operate the economic content; thirdly, Through certain channels and strategies, Internet Red distributes information products to the fan group, accomplishes the attention exchange with capital; from then on, Internet Red fans are the recipients of Internet Red information dissemination, and are also the main consumer audience of the Internet Red economy. Form the closed loop of economic operation of network red. Finally, the positive and negative effects of net red economy are evaluated and judged. The analysis of the operation process of Internet Red economy is not only helpful to supplement the theory of communication science, but also benefit to grasp the operation principle of net Red economy from every link, at the same time, to form a more objective understanding of its economic effect, especially the social effect, at the same time, Grasp potential problems as soon as possible, avoid adverse effects, so that the Internet Red economy can flourish, healthy development.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206-F

【参考文献】