社会化传播语境下网红文化发展的新路径——以“丁真现象”为例  

A New Approach to the Development of Internet Celebrity Culture in the Context of Socialized Communication:Taking“Ding Zhen Phenomenon”as an Example

作　　者：冯梦雨 FENG Mengyu(School of Literature,Anhui University of Finance and Economics,Bengbu,Anhui 233000,China)

机构地区：[1]安徽财经大学文学院,安徽蚌埠233000

出　　处：《宜宾学院学报》2021年第7期101-109,共9页Journal of Yibin University

摘　　要：从“草根”网红到国企员工,丁真走红的过程具有独特性。技术赋权下的个体化叙事崛起为丁真走红提供了传播平台:丁真及其家乡独特的美感满足了用户对稀缺审美的需求;社会化传播媒介的传播裂变性强化了丁真在网络空间的人格特征;官媒支持下的亚文化符号收编让丁真实现长流。丁真的独特走红经历或能为当下的媒体发展及地方城市形象的传播提供新的思路:转变思维,生产用户真正需要的优质内容;正向引导网红行为,扩大媒介影响力;善用网红推动城市形象传播,提高地方知名度。From“grassroots”web celebrity to state-owned employees,Ding Zhen became popular in a unique process.The rise of individualized narrative under the empowerment of technology has provided a communication platform for Ding Zhen to become popular.The unique aesthetic feeling of Ding Zhen and her hometown has satisfied users’demand for rare aesthetic feeling.The communication rift of social media strengthened Ding Zhen’s personality characteristics in cyberspace.Under the support of official media,the incorporation of subcultural symbols allowed Ding Zhen to achieve long-term flow.Ding Zhen’s unique popularity experience may provide new ideas for the current media development and the dissemination of local city images:changing the thinking and producing quality content that users really need;guiding web celebrity behavior positively,expanding the media influence;making good use of web celebrity to promote urban image communication and improve local visibility.

关 键 词：丁真 技术赋权 符号收编 网红文化 

分 类 号：G206[文化科学—传播学]