我国网红现象的发展历程、特征分析与治理对策  

The Development History,Feature Analysis and Governance Countermeasures of Instant Online Celebrities in China

作　　者：沈霄[1] 王国华[1] 杨腾飞[1] 钟声扬[1] 

机构地区：[1]华中科技大学公共管理学院,武汉430074

出　　处：《情报杂志》2016年第11期93-98,65,共7页Journal of Intelligence

基　　金：国家社会科学基金重大项目"国家政治安全视角下的互联网虚拟社会风险治理研究"(编号:11&ZD033)阶段性成果

摘　　要：[目的/意义]随着以papi酱为代表的新生代网红的崛起,网红在2016年彻底走上"神坛",这个曾经在社会边缘的现象已成为全社会热议的焦点,随之而来的网红经济也有着巨大的市场前景,网红的"野蛮生长"在无形之中为我国的网络治理提出了新的挑战。梳理网红的发展历程,对网红现象进行多维度的解析,并提出网红的治理建议,无论是在网红的"善治"方面还是在社会发展方面都具有着重要的意义。[方法/过程]通过内容分析的方法对网红的孵化平台、身份形象、内容传播、粉丝特征、演变模式进行多重解读,并结合案例分析法对网红违规进行归纳分析。[结果/结论]最终总结出网红未来发展的四大趋势,并从网红自身、直播平台、民众、社会、政府等角度提出网红治理的对策性思考。[ Purpose/Significance ] With the rise of new generation of instant online celebrities such as Papi Jiang, instant online celebrities completely took the ＂altar＂ in 2016. Though previously has been in the margins of society, this phenomenon has become the fOcus of heated debate, and the instant online celebrities economy thereafter has a huge market prospects, in addition, the ＂barbaric growth＂ of instant online celebrities has brought new challenges for the effective Internet governance in China. It is significant to study the development process and conduct multi-dimensional analysis of the instant online celebrities phenomenon as well as present recommendations for the in- stant online celebrities governance thus to achieve ＂ good governance＂ of the instant online celebrities and promote social development. [ Method/Process ] This paper explores the incubation platform, the identity of image, content communication, fan features and evolution model of instant online celebrities via content analysis, and analysis on irregularities of instant online celebrities is conducted using case study method. [ Result/Conclusion ] The study finally sums up four major trends in the future development of instant online celebrities, and proposes countermeasures on the governance of instant online celebrities from perspectives of instant online celebrities themselves, live broadcasting platform, people, society and government.

关 键 词：网红 演变路径 变现模式 治理对策 

分 类 号：G642[文化科学—高等教育学]