本文選題：互聯(lián)網(wǎng)邏輯 + 關系賦權　； 參考：《廣西大學》2017年碩士論文

【摘要】：近年來,蓬勃發(fā)展的網(wǎng)紅經(jīng)濟成為業(yè)界追逐的熱點。早在上世紀末我國互聯(lián)網(wǎng)發(fā)展初期,網(wǎng)紅經(jīng)濟便出現(xiàn)生長幼苗,其發(fā)展與產(chǎn)業(yè)化衍生至今已有長期過程。網(wǎng)紅經(jīng)濟是網(wǎng)紅們基于互聯(lián)網(wǎng)進行的帶有商業(yè)性質(zhì)或目的的傳播活動。針對網(wǎng)紅經(jīng)濟火熱發(fā)展的現(xiàn)狀與發(fā)展質(zhì)量、未來可持續(xù)性等問題,本文基于互聯(lián)網(wǎng)邏輯與關系賦權的視角,探究網(wǎng)紅經(jīng)濟的生產(chǎn)機制,剖析其生產(chǎn)的制約因素,包括生產(chǎn)的內(nèi)在動力、傳播渠道和傳播內(nèi)容等,并論述這些因素的構造、功能以及相互間關系。本文也籍由網(wǎng)紅經(jīng)濟管窺互聯(lián)網(wǎng)這個現(xiàn)象級媒介的發(fā)展之于現(xiàn)實社會的影響與變革。網(wǎng)紅經(jīng)濟生產(chǎn)的內(nèi)在動力來源于互聯(lián)網(wǎng)對社會的深層次改變�；ヂ�(lián)網(wǎng)將社會傳播的基本單位由機構降解到個人,激活個人的傳播能量,也由此誕生新的賦權方式——關系賦權。網(wǎng)紅經(jīng)濟正是經(jīng)由關系賦權這個互聯(lián)網(wǎng)帶來的影響力構建新范式下成長起來。網(wǎng)紅們將人格化形象駐足于網(wǎng)絡環(huán)境并持續(xù)創(chuàng)造網(wǎng)絡生成內(nèi)容,提高內(nèi)容價值報償?shù)目筛兄?讓受眾從心理上建立可感知的關系關聯(lián),即通過激活并掌控蘊含于人與人之間的關系資源,進而構建影響力并生成價值,形成網(wǎng)紅經(jīng)濟。在傳播渠道方面,互聯(lián)網(wǎng)解構了過往“渠道為王”的價值基點,映射到網(wǎng)紅經(jīng)濟則為打破傳統(tǒng)渠道壟斷,為之成長提供肥沃土壤,并作為網(wǎng)紅經(jīng)濟的生存基點而非價值基點存在。另一方面,回顧技術發(fā)展演化與承載媒介樣式/平臺演變,發(fā)現(xiàn)網(wǎng)紅經(jīng)濟在互聯(lián)網(wǎng)發(fā)展的不同時期呈現(xiàn)匹配式發(fā)展,進一步印證互聯(lián)網(wǎng)邏輯貫穿網(wǎng)紅經(jīng)濟發(fā)展成長的全過程。在傳播內(nèi)容方面,“內(nèi)容為王”的價值基點依舊適用于網(wǎng)紅經(jīng)濟,但在關系賦權范式主導下出現(xiàn)了新變化。傳播內(nèi)容不單是直接變現(xiàn)為貨幣回報而形成價值,其重點在于提升網(wǎng)紅自身價值,即通過優(yōu)質(zhì)、個性內(nèi)容幫助網(wǎng)紅激活與掌控關系資源,支撐并擴大網(wǎng)紅影響力,進而擁有更多變現(xiàn)可能性。此外,內(nèi)容領域垂直化與分眾化是網(wǎng)紅經(jīng)濟的發(fā)展趨勢。
[Abstract]:In recent years, the vigorous development of the Internet-red economy has become a hot spot pursued by the industry. As early as the end of the last century in the early stage of the development of the Internet in China, the growth of seedlings appeared in the net red economy, and its development and industrialization has a long process. Internet Red economy is the Internet-based Internet-based dissemination activities with a commercial nature or purpose. In view of the current situation and development quality, the future sustainability of Internet Red economy, based on the Internet logic and relationship empowerment perspective, this paper explores the production mechanism of Internet Red economy and analyzes its production constraints. Including the internal power of production, communication channels and content, and discusses the structure, function and mutual relationship of these factors. This paper also explores the influence and transformation of the development of the phenomenon media Internet on the real society. The internal motive force of economic production of net red comes from the deep-level change of the internet to the society. The Internet degrades the basic unit of social transmission from the organization to the individual, activates the individual's transmission energy, also produces a new way of empowerment-relationship empowerment. The Internet Red economy is growing up under the new paradigm of Internet influence through the relationship empowerment. Internet celebrities stop their personalization image in the network environment and continuously create the content generated by the network, improve the perceived degree of the reward of content value, and let the audience establish the perceptible relationship from the psychological point of view. That is, by activating and controlling the relationship resources contained in people, and then constructing influence and generating value, forming internet economy. In terms of communication channels, the Internet deconstructs the value base of "channels as king" in the past, and maps to the Internet red economy to break the monopoly of traditional channels and provide fertile ground for their growth. And as the net red economy survival base point rather than the value base point exists. On the other hand, by reviewing the evolution of technology development and the evolution of carrier media / platform, we find that the Internet Red economy develops in a matching manner in different periods of Internet development, which further confirms that the Internet logic runs through the whole process of the development and growth of Internet Red economy. In the aspect of content dissemination, the value base point of "content as king" is still applicable to the net red economy, but new changes have appeared under the guidance of relationship empowerment paradigm. The content of communication is not only realized directly to form value for monetary returns, but also focuses on enhancing the value of Internet Red itself, that is, through quality, personality content to help Internet Red activate and control the relationship resources, and support and expand the influence of Internet Red. In turn, there are more possibilities of realisation. In addition, the vertical content field and focus is the development trend of the net red economy.
【學位授予單位】：廣西大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G206-F

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本文編號：2009232