“网红”日常化与日常“网红”化:平台化社会网红景观批判  

The Normalization of Internet Fame and the Rise of Everyday Influencers :A Critical Analysis of the Internet Celebrity Spectacle in a Platformized Society

作　　者：曾一果 时静 Zeng Yiguo;ShiJing

机构地区：[1]暨南大学新闻与传播学院,广东广州510632

出　　处：《传媒观察》2025年第2期78-87,共10页Media Observer

基　　金：国家社科基金重大招标项目“数字媒介时代的文艺批评研究”(19ZDA269)的研究成果。

摘　　要：“网红”是一个随时代发展不断生成和流动的概念。特别是在当下社会化平台强势崛起的语境下,“网红”的意义指称早已突破了“网络红人”的范畴,生活中的一切事物皆可成网红。这意味着理解“网红”,不再局限于网络红人,而应从更广泛的日常生活层面去理解。在这里,我们借助德波的景观社会理论提出“网红景观”的概念。“网红景观”是一种新型媒介景观样态,是当下社会化平台中各类网红形象生产、传播及消费的过程。进一步来说,这种新媒介景观可以通过“网红”的日常化和日常的“网红”化两个维度来理解,从景观理论出发,文章还将深入探究“网红”意义变迁与消费主义意识形态的内在关系。The concept of "Internet Celebrity" continuously evolves alongside societal and technological developments. In the era of rapidly expanding social platforms,its meaning has transcended the traditional notion of "Famous Persons on the Internet," extending to encompass virtually all aspects of daily life. Understanding this concept now requires a broader perspective that goes beyond individual influencers to examine its pervasive influence in contemporary culture. This study draws on Debord's "Society of the Spectacle" to introduce the concept of the "Internet Celebrity Spectacle",which is a new media spectacle characterized by the production,dissemination,and consumption of diverse "Internet Celebrity images" across social platforms. The "Internet Celebrity Spectacle" operates on two dimensions :the universalization of "Internet Celebrity" and the everyday influencerization of life. From the perspective of spectacle theory,this paper further explores the evolving meaning of "Internet Celebrity" and its deep connection to the ideology of consumerism.

关 键 词：网红 媒介形象 景观社会 日常生活 消费意识形态 

分 类 号：G206[文化科学—传播学]