论个人IP的人格建构  

On the Personality Construction of Individual IP

作　　者：杨玉杰 魏超[1] YANG Yujie;WEI Chao(School of Journalism and Communication,Beijing Institute of Graphic Communication,Beijing 102600,China)

机构地区：[1]北京印刷学院新闻传播学院,北京102600

出　　处：《北京印刷学院学报》2022年第11期28-32,共5页Journal of Beijing Institute of Graphic Communication

摘　　要：随着去中心化移动网络的发展,置身网络传播节点之上的个体能量正被无限放大,普通社会成员可以借助优质内容实现资本积累,个人IP由此产生。对于个人IP来说,作品内容、形式均可复制,而传播者的人格却如本雅明口中的“灵韵”般难以捕捉,人格建构作为个人IP研究的切入点具有崭新的研究价值。本文基于人格理论和传播学的视角,分析个人IP人格建构的路径及发展阶段,认清个人IP人格建构过程中可能面临的他者凝视、前台固化及自嗨式传播的三大难点,助力个人IP的成功打造及价值拓展。With the development of decentralized mobile networks,the individual energy above the network transmission node is being infinitely amplified.Ordinary social members can achieve capital accumulation with the help of high-quality content,and personal IP is thus generated.For individual IP,the content and form of the work can be copied,but the personality of the communicator is as difficult to capture as the“spirit rhyme”in Benjamin’s mouth.Therefore,as the entry point of personal IP research,personality construction have a brand new research value.Based on the perspective of personality theory and communication,this paper analyzes the path and development stage of individual IP personality construction,and points out three dilemmas that individuals may face in the process of IP personality construction:other’s gaze,front-stage solidification and self-fueled communication,so as to facilitate the successful creation and value expansion of individual IP.

关 键 词：个人IP 人设 人格建构 人格化传播 

分 类 号：G206[文化科学—传播学]