中国网红30年——全球开放一体化下技术—资本—社会的共振与激荡  

30 Years of Chinese Internet Celebrity:The Resonance and Agitation of Technology-capital-society under the Global Open Integration

作　　者：方兴东 谢永琪 张文艺 Fang Xingdong;Xieyongqi;Zhang Wenyi

机构地区：[1]浙江大学国际传播研究中心,杭州310058 [2]浙江大学乌镇数字文明研究院,杭州310058 [3]浙江大学传媒与国际文化学院,杭州310058 [4]中国科学院大学人文学院,北京100043

出　　处：《新闻春秋》2024年第5期53-65,共13页Journalism Evolution

基　　金：2019年国家社会科学基金重大招标项目“新中国70年新闻传播史(1949-2019)”(项目编号:19ZDA320)的阶段性成果。

摘　　要：回顾中国互联网30年之路,网红为我们提供了一个独特的视角。从互联网进入中国的1990年代开始,起起伏伏的网红构成了中国互联网史上一道独特的风景线。随着技术的阶段性变革,网红也呈现出不同的代际特点和规律。从1990年代到2020年代,网红经历了互联网与传统媒体相结合时代的第一代网红、Web2.0网民成为主体的第二代网红、移动时代具有全民动员力的第三代网红,以及视频与算法结合、真实与虚拟融合的第四代网红的演变,生产方式与价值实现也发生了相应转变;网红现象是社会转型、文化变迁和社会心理层面的反映和折射,其所形成的网红经济也与经济结构的变迁紧密相连。总体而言,网红被互联网推向浪潮之巅的时间或长或短,或许并不能概括为时代精神的代表,但它的确谱写了互联网技术和应用的演进历程,彰显了互联网独特的影响和传播力,也折射了社会传播机制的变迁,还反映了中国社会变革和社会心理的变化和走势。Looking back on the road of China's Internet for 30 years,Internet celebrities provide us with a unique perspective.Since the Internet entered China in the 199Os,the ups and downs of Inter-net celebrities have formed a unique landscape in China's Internet history.The development of Internet celebrities shows obvious stages,each stage with the change of technology,Internet celebrities also show different generational characteristics and rules.From the 1990s to the 2020s,there was the first generation of Internet celebrities in the era of the combination of Internet and traditional media,the sec-ond generation of Internet celebrities in the era of Web 2.O netizens becoming the main body,the third generation of Internet celebrities with national mobilization power in the mobile era,and the fourth gen-eration of Internet celebrities in the combination of video and algorithm,real and virtual integration.Meanwhile,the production mode and value realization have also undergone corresponding changes.The phenomenon of Internet celebrity is the reaction and reflection of social transformation,cultural change and social psychology,and the economy of Internet celebrity formed by it is also closely related to the change of economic structure.In general,although Internet celebrities have been pushed to the top of the wave by the Internet for a long or short time,and can not be summarized as a representative of the spirit of The Times,it does write the evolution of Internet technology and application,highlighting the unique influence and communication power of the Internet,reflecting the change of social communica-tion mechanism,and also reflecting the changes and trends of China's social reform and social psychol-ogy.

关 键 词：网红 网络文化 传播机制 时代精神 流行文化 直播带货 

分 类 号：G210[文化科学—新闻学]