本文關(guān)鍵詞：網(wǎng)紅與粉絲在微博中的互動(dòng)儀式研究　出處：《四川外國(guó)語(yǔ)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 網(wǎng)紅經(jīng)濟(jì) 微博 粉絲 互動(dòng)儀式鏈

【摘要】：微博作為新媒體的代表,它的迅猛發(fā)展為無(wú)數(shù)平民的互動(dòng)交流提供了強(qiáng)大的平臺(tái)支持。除了大量公眾人物吸引成千上萬(wàn)粉絲外,無(wú)數(shù)的草根用戶憑借自己優(yōu)質(zhì)的內(nèi)容生產(chǎn)、個(gè)性的表達(dá)方式、精準(zhǔn)的人群定位等特質(zhì)也為自己帶來(lái)了大批粉絲。伴隨著粉絲數(shù)目的不斷增長(zhǎng),這些草根逐漸發(fā)展成和明星一樣吸人眼球的“網(wǎng)紅”。憑借著龐大的粉絲數(shù)量,大多數(shù)“網(wǎng)紅”會(huì)通過(guò)廣告代言、開淘寶店等行為為自己帶來(lái)收入從而形成粉絲經(jīng)濟(jì)。這樣一種憑借與粉絲互動(dòng)而逐漸擴(kuò)大規(guī)模的經(jīng)濟(jì)形式無(wú)疑顛覆了傳統(tǒng)并越來(lái)越成為當(dāng)今互聯(lián)網(wǎng)經(jīng)濟(jì)的重要構(gòu)成部分。然而網(wǎng)紅如何讓粉絲變成品牌文化的締造者和宣傳者,粉絲又為什么甘愿“忠于”博主,為其狂熱消費(fèi),促成其巨大收益,這些問(wèn)題對(duì)于理解粉絲營(yíng)銷、探索人際傳播之間的互動(dòng)方式具有重要意義。互動(dòng)儀式鏈理論是美國(guó)社會(huì)學(xué)家柯林斯對(duì)于社會(huì)學(xué)發(fā)展新方向的探索,他從微觀角度出發(fā),系統(tǒng)闡述了互動(dòng)儀式的運(yùn)轉(zhuǎn)機(jī)制,并進(jìn)一步上升到宏觀層面,將互動(dòng)儀式鏈理論應(yīng)用到一系列社會(huì)行為、社會(huì)運(yùn)動(dòng)等方面的分析,這種微觀與宏觀相結(jié)合的分析方法為本文提供了一種新的視角。微博網(wǎng)紅與粉絲基于共同的關(guān)注點(diǎn)或興趣聚集在同一平臺(tái)上,粉絲以點(diǎn)贊、評(píng)論、轉(zhuǎn)發(fā)、打賞付現(xiàn)等形式與網(wǎng)紅進(jìn)行互動(dòng),并在長(zhǎng)此以往中投入自己的情感能量,逐漸建立了互動(dòng)儀式并催生出了“網(wǎng)紅經(jīng)濟(jì)”�；�(dòng)儀式鏈理論雖是社會(huì)學(xué)理論,但互動(dòng)歸根到底離不開人際傳播、群體傳播,與社會(huì)傳播行為和動(dòng)機(jī)密切相關(guān),因此將互動(dòng)儀式鏈理論與傳播學(xué)相結(jié)合,既能幫助傳播學(xué)走出“缺乏對(duì)人的關(guān)注”的困境,也能更好的從微觀角度明晰網(wǎng)紅經(jīng)濟(jì)達(dá)成的動(dòng)力機(jī)制。本文從蘭德爾·柯林斯的互動(dòng)儀式鏈理論出發(fā),運(yùn)用文獻(xiàn)研究、參與觀察等研究方法,通過(guò)相關(guān)案例具體分析了網(wǎng)紅在微博中不同的粉絲營(yíng)銷與傳播方式;互動(dòng)情境的生成手段與結(jié)果:網(wǎng)紅與粉絲如何形成團(tuán)結(jié)性;網(wǎng)紅與粉絲建立起什么類型的象征符號(hào)以及如何維護(hù)情感能量;最后對(duì)于網(wǎng)紅與粉絲的互動(dòng)儀式進(jìn)行了歸納總結(jié)并提出了積極的建議。通過(guò)研究網(wǎng)紅粉絲營(yíng)銷與傳播的影響因素,明晰網(wǎng)紅經(jīng)濟(jì)達(dá)成的內(nèi)在動(dòng)力,以期對(duì)維護(hù)這一行業(yè)的健康良性發(fā)展做出貢獻(xiàn)。
[Abstract]:As a representative of the new media, Weibo's rapid development has provided a powerful platform for the interaction of countless civilians. In addition to a large number of public figures attracted thousands of fans. Countless grassroots users with their own high-quality content production, personality expression, accurate crowd positioning and other characteristics have brought a large number of fans. With the growing number of fans. These grassroots have gradually developed into "net red", which attracts people's attention like a star. With a large number of fans, most of them will be endorsed by advertisements. The opening of Taobao stores and other behaviors bring themselves income and thus form a fan economy. Such an economic form, which gradually expands its scale by interacting with its fans, has undoubtedly overturned tradition and become increasingly important in the Internet economy today. In part, however, how online celebrities turn fans into creators and propagandists of brand culture. Why fans are willing to be "loyal" to bloggers, consume for their enthusiasm, and generate huge profits, these questions are important for understanding fan marketing. It is of great significance to explore the interactive mode of interpersonal communication. The theory of interactive ritual chain is the exploration of the new direction of sociological development by the American sociologist Collins. The mechanism of interactive ritual is expounded systematically, and it goes up to the macro level. The theory of interactive ritual chain is applied to the analysis of a series of social behaviors, social movements and so on. This micro and macro analysis method provides a new perspective for this paper. Micro blog celebrities and fans gather on the same platform based on common concerns or interests, and fans like, comment, forward. The forms of reward and cash interact with net red, and put their emotional energy into the long run, and gradually establish the interactive ceremony and give birth to "net red economy". The theory of interactive ritual chain is a sociological theory. But interaction in the final analysis can not be separated from interpersonal communication, mass communication, and social communication behavior and motivation are closely related, so the interactive ritual chain theory and communication theory are combined. It can help communications to get out of the "lack of attention to people" dilemma, but also to better understand the micro perspective of the dynamic mechanism of economic growth. This article from Randall Collins's theory of interactive ritual chain. With the methods of literature research and observation, this paper analyzes the different marketing and communication methods of Internet celebrities in Weibo through relevant cases. The generating means and results of interactive situations: how to form unity between Internet celebrities and fans; What types of symbols are established with fans and how to maintain emotional energy; Finally, the interactive ceremony between Internet celebrities and fans is summarized and positive suggestions are put forward. By studying the influencing factors of the marketing and communication of Internet celebrities, it is clear that the intrinsic motive force of the economic achievement of Internet celebrities. In order to maintain the healthy and healthy development of this industry to make a contribution.
【學(xué)位授予單位】：四川外國(guó)語(yǔ)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G206

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