本文選題：網(wǎng)紅　切入點(diǎn)：社群經(jīng)濟(jì)　出處：《鄭州大學(xué)》2017年碩士論文

【摘要】：隨著自媒體崛起,誕生了新一代“網(wǎng)紅”。新一代網(wǎng)紅是一批憑借高質(zhì)量、風(fēng)格化的內(nèi)容產(chǎn)品吸引具有相同興趣愛(ài)好和價(jià)值觀的用戶組成社群,并通過(guò)社群孵化流行文化,最終通過(guò)多種自媒體渠道實(shí)現(xiàn)注意力變現(xiàn)的網(wǎng)絡(luò)內(nèi)容生產(chǎn)者。新一代網(wǎng)紅是對(duì)舊時(shí)代網(wǎng)紅的升級(jí)和再造,象征著注意力稀缺時(shí)代下最具流量能力的個(gè)體,意味著傳統(tǒng)消耗模式的“網(wǎng)紅經(jīng)濟(jì)”迭代。以“Papi醬”為代表的新一代網(wǎng)紅借助微博、微信等平臺(tái)傳播內(nèi)容,吸引大量粉絲,完成社群經(jīng)濟(jì)變現(xiàn),其熱度受到了資本市場(chǎng)的青睞。作為商業(yè)鏈一端的網(wǎng)紅,其生產(chǎn)和傳播的內(nèi)容,才是維持經(jīng)濟(jì)鏈條的關(guān)鍵所在。新一代網(wǎng)紅的走紅看似偶然,實(shí)則是社群經(jīng)濟(jì)發(fā)展的必然結(jié)果,其背后擁有著龐大的社群。新一代網(wǎng)紅的走紅不僅是一種獨(dú)特的社群傳播現(xiàn)象,更意味著商業(yè)領(lǐng)域突破的嶄新路徑:新一代網(wǎng)紅究竟是如何擺脫“網(wǎng)紅”的小眾標(biāo)簽成長(zhǎng)為互聯(lián)網(wǎng)場(chǎng)閾中不可忽視的力量?網(wǎng)紅傳播的興起和發(fā)酵背后蘊(yùn)含著怎樣的社群傳播方式?新一代網(wǎng)紅的走紅作為大眾文化現(xiàn)象對(duì)于社會(huì)又有著怎樣的潛在作用和影響?新網(wǎng)紅群體是如何利用傳播沉淀社群經(jīng)濟(jì),并最終實(shí)現(xiàn)內(nèi)容變現(xiàn)的商業(yè)化?新一代網(wǎng)紅如何在社群經(jīng)濟(jì)的浪潮中維持長(zhǎng)久的生命力?本文通過(guò)對(duì)以上問(wèn)題的研究分析,歸納出了新一代網(wǎng)紅的社群傳播特征和商業(yè)變現(xiàn)模式:新一代網(wǎng)紅借助多種自媒體平臺(tái),以受眾為中心,憑借分眾化的內(nèi)容吸引受眾組成社群,不斷深耕內(nèi)容塑造人格化品牌,通過(guò)社群孵化流行文化,最終利用電商實(shí)現(xiàn)社群經(jīng)濟(jì)變現(xiàn)。但是,新一代網(wǎng)紅在發(fā)展中面臨著一些負(fù)面的社會(huì)效應(yīng)以及自身發(fā)展的困境,“網(wǎng)紅”需要不斷在內(nèi)容和商業(yè)發(fā)展上進(jìn)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.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F49;G206

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