注意力经济学视角下的网络草根“雷人文化”传播研究

发布时间：2018-03-22 09:17

本文选题：注意力经济　切入点：网络草根　出处：《浙江工业大学》2012年硕士论文　论文类型：学位论文

【摘要】：在互联网不断发展的同时,传播学也进入了新的发展阶段。现阶段网络已经成为影响社会的重要力量,网络草根“雷人文化”作为网络时代的产物,在短时间内就可以聚集众多受众的注意力,对网络草根“雷人文化”进行研究,在传播学理论和实践两方面都具有重要意义。本文以注意力经济学作为理论范式,对网络草根“雷人文化”传播进行分析。通过对网络草根“雷人文化”产生与发展的梳理,归纳出网络草根“雷人文化”三种类型。其次,本文分别从宏观、中观以及微观三个层面对网络草根“雷人文化”传播进行研究。宏观层面分析网络草根“雷人文化”产生的社会背景。中观层面从媒介产业入手,分析了注意力竞争的情景下,媒体对网络草根“雷人文化”的推进。微观层面阐述了网络名人、网络推手以及网络受众在网络草根“雷人文化”传播中的角色。网络草根“雷人文化”,通过网络草根在网络平台上传播雷人的言行,再通过网络媒体与网络推手的合力运作,在短时间内聚集众多受众的注意力,实现注意力经济向现实经济利益的转化。最后,对于网络草根“雷人文化”的传播,笔者采取了辩证的观点,网络草根“雷人文化”有其积极的作用,但也产生了消极影响。本文的创新之处在于将注意力经济学理论运用到网络草根“雷人文化”传播研究之中,对网络草根“雷人文化”传播模式与演化机理进行了探索。
[Abstract]:With the continuous development of the Internet, communication has also entered a new stage of development. At this stage, the network has become an important force affecting the society. The network grassroots "lightning culture" as a product of the network era, In a short period of time, we can collect the attention of many audiences and study the network grassroots "thunder culture", which is of great significance in the theory and practice of communication. This article takes the attention economics as the theoretical paradigm, analyzes the network grass root "thunder the person culture" the dissemination, through to the network grass root "thunder the person culture" the generation and the development comb, This paper sums up three types of network grass roots "thunder human culture". Secondly, this paper separately from the macro, This paper studies the communication of "thunder culture" at the middle and micro levels. At the macro level, it analyzes the social background of the "thunder culture" in the network grass root. From the media industry, it analyzes the situation of attention competition. The media promote the network grassroots "thunder the person culture". The micro level elaborated the network celebrity, The role of network pushers and network audiences in the communication of network grassroots "thunder culture". The network grass root "thunder people culture", through the network grassroots on the network platform to spread thunder words and deeds, and then through the network media and network push hand work together, In a short period of time to gather the attention of a large number of audiences to realize the transformation of attention economy to the real economic benefits. Finally, the author takes a dialectical view on the spread of "thunder culture" in the network grass roots. The network grass root "thunder person culture" has its positive function, but also has produced the negative influence. The innovation of this paper lies in the application of the theory of attention economics to the study of the communication of "thunder culture" in the network grass root, and the exploration of the communication mode and evolution mechanism of the network grass root "thunder person culture".
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G206

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