“被动式‘网红’”——基于衍生逻辑、传播特征与引导策略的探讨  

“Passive‘Influencers’”:Based on Derivative Logic,Communication Characteristics and Guiding Strategy

作　　者：黄勇军[1] 时已卓 HUANG Yongjun;SHI Yizhuo(School of Journalism and Communication,Chongqing Normal University,Chongqing 401331,China;School of Culture and Communication,Central University of Finance and Economics,Beijing 102206,China)

机构地区：[1]重庆师范大学新闻与传媒学院,重庆401331 [2]中央财经大学文化与传媒学院,北京102206

出　　处：《北京航空航天大学学报（社会科学版）》2023年第5期117-125,共9页Journal of Beijing University of Aeronautics and Astronautics：Social Sciences edition Edition

基　　金：重庆市高等教育科学研究项目(CQGJ17069B)。

摘　　要：近年来,不断涌现的“被动式‘网红’”成为有别于“主动式”职业化“网红”的重要媒介景观。研究发现,“被动式‘网红’”的衍生逻辑呈现出从两级传播向新多级传播转轨、从线性传播向新网状传播演进等显著变化,个人身份真实、符号形象复杂、多种权益丧失以及生命周期有限等是其主要传播特征。对“被动式‘网红’”面临的诸多风险与挑战,平台型媒体应主动履行社会责任,在提高监管效能的同时警惕权力滥用;新型主流媒体与地方媒体应协同发力,携手构建“被动式‘网红’”良好成长空间;“被动式‘网红’”自身则应以优质内容生产与人格魅力,为个人向善、地区发展、社会进步带来更多正能量。In recent years,the emerging“passive‘influencers’”have become an important media phenomenon,which is different from the“active professional‘influencers’”.The study has found that the derivative logic of“passive‘influencers’”shows significant changes from two-step flow of communication to new multi-step communication,and from linear communication to new network communication.The main communication characteristics of“passive‘influencers’”are authentic personal identity,complex symbol image,loss of various rights and interests,and limited life cycle.In view of the risks and challenges faced by“passive‘influencers’”,platishers should take the initiative to fulfill their social responsibilities,improve the effectiveness of supervision and be alert to the abuse of power.New mainstream media and local media should work together to build a good growth space for“passive‘influencers’”.“Passive‘influencers’”themselves should use quality content and their personal charm to spread positive energy for personal goodness,regional development and social progress.

关 键 词：“被动式‘网红’” “主动式‘网红’” 传播向度 大数据传播 新网状传播 

分 类 号：G206[文化科学—传播学]