本文選題：網紅　切入點：網紅經濟　出處：《鄭州大學》2017年碩士論文　論文類型：學位論文

【摘要】：從文字時代的寫作出名的網絡寫手到社交媒體時代以Papi醬為代表的新型“網紅”,“網紅”在中國已經歷經了三代,每一代“網紅”都有自己的特點。進入網紅3.0時代以來,與第一代依靠寫作才華出名的文字“網紅”(南派三叔、當年明月等)和第二代依靠搏出位而走紅的符號“網紅”(芙蓉姐姐、犀利哥等)不同,新一代“網紅”則是憑借強烈的人格魅力進行內容創(chuàng)作,已經漸漸擺脫在受眾心里的負面印象而成長為網絡世界中的受眾追捧網絡“明星”。另一方面,新一代的“網紅”憑借自己超強的變現(xiàn)能力而得到資本認可。一時間可謂名利雙收,成長為互聯(lián)網空間內不容忽視的群體力量。本文中的“網紅”是指“網紅”3.0時代借助互聯(lián)網媒介在與受眾的互動過程中,憑借極強的人格魅力吸引大量粉絲的追捧而又能依靠社交資產盈利的人。首先,本文在對“網紅”相關概念歸納的基礎上總結出“網紅”的特征即鮮明的人格魅力、超強的互動能力和專屬粉絲等,并梳理了“網紅”的發(fā)展歷史。本文認為“網紅”的進化與互聯(lián)網的發(fā)展史密切相關,互聯(lián)技術的每一次進步就會涌現(xiàn)一批“網絡紅人”。其次,本文以傳播學為主借鑒社會學、心理學為理論基礎,從傳播媒介、傳播主體和受眾心理三方面全面分析了“網紅”傳播現(xiàn)象的動力因素,簡稱“動因”,從而回應了“網紅”為什么走紅的問題。最后,在前文的基礎上發(fā)現(xiàn)了“網紅”傳播中存在的問題,即“網紅”傳播過程中存在“網紅”傳播依賴傳播平臺變遷,過度商業(yè)化、和傳播內容低俗化、娛樂化等問題,并針對這些問題提出了相關建議,即深耕垂直領域生產優(yōu)質內容圈住粉絲,提升影響力打造超級IP,建立行業(yè)規(guī)范,加強監(jiān)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.
【學位授予單位】：鄭州大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G206
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本文編號：1623170