关系赋权：互联网逻辑下网红经济的生产机制研究

发布时间：2018-06-12 09:38

本文选题：互联网逻辑 + 关系赋权　；参考：《广西大学》2017年硕士论文

【摘要】：近年来,蓬勃发展的网红经济成为业界追逐的热点。早在上世纪末我国互联网发展初期,网红经济便出现生长幼苗,其发展与产业化衍生至今已有长期过程。网红经济是网红们基于互联网进行的带有商业性质或目的的传播活动。针对网红经济火热发展的现状与发展质量、未来可持续性等问题,本文基于互联网逻辑与关系赋权的视角,探究网红经济的生产机制,剖析其生产的制约因素,包括生产的内在动力、传播渠道和传播内容等,并论述这些因素的构造、功能以及相互间关系。本文也籍由网红经济管窥互联网这个现象级媒介的发展之于现实社会的影响与变革。网红经济生产的内在动力来源于互联网对社会的深层次改变。互联网将社会传播的基本单位由机构降解到个人,激活个人的传播能量,也由此诞生新的赋权方式——关系赋权。网红经济正是经由关系赋权这个互联网带来的影响力构建新范式下成长起来。网红们将人格化形象驻足于网络环境并持续创造网络生成内容,提高内容价值报偿的可感知度,让受众从心理上建立可感知的关系关联,即通过激活并掌控蕴含于人与人之间的关系资源,进而构建影响力并生成价值,形成网红经济。在传播渠道方面,互联网解构了过往“渠道为王”的价值基点,映射到网红经济则为打破传统渠道垄断,为之成长提供肥沃土壤,并作为网红经济的生存基点而非价值基点存在。另一方面,回顾技术发展演化与承载媒介样式/平台演变,发现网红经济在互联网发展的不同时期呈现匹配式发展,进一步印证互联网逻辑贯穿网红经济发展成长的全过程。在传播内容方面,“内容为王”的价值基点依旧适用于网红经济,但在关系赋权范式主导下出现了新变化。传播内容不单是直接变现为货币回报而形成价值,其重点在于提升网红自身价值,即通过优质、个性内容帮助网红激活与掌控关系资源,支撑并扩大网红影响力,进而拥有更多变现可能性。此外,内容领域垂直化与分众化是网红经济的发展趋势。
[Abstract]:In recent years, the vigorous development of the Internet-red economy has become a hot spot pursued by the industry. As early as the end of the last century in the early stage of the development of the Internet in China, the growth of seedlings appeared in the net red economy, and its development and industrialization has a long process. Internet Red economy is the Internet-based Internet-based dissemination activities with a commercial nature or purpose. In view of the current situation and development quality, the future sustainability of Internet Red economy, based on the Internet logic and relationship empowerment perspective, this paper explores the production mechanism of Internet Red economy and analyzes its production constraints. Including the internal power of production, communication channels and content, and discusses the structure, function and mutual relationship of these factors. This paper also explores the influence and transformation of the development of the phenomenon media Internet on the real society. The internal motive force of economic production of net red comes from the deep-level change of the internet to the society. The Internet degrades the basic unit of social transmission from the organization to the individual, activates the individual's transmission energy, also produces a new way of empowerment-relationship empowerment. The Internet Red economy is growing up under the new paradigm of Internet influence through the relationship empowerment. Internet celebrities stop their personalization image in the network environment and continuously create the content generated by the network, improve the perceived degree of the reward of content value, and let the audience establish the perceptible relationship from the psychological point of view. That is, by activating and controlling the relationship resources contained in people, and then constructing influence and generating value, forming internet economy. In terms of communication channels, the Internet deconstructs the value base of "channels as king" in the past, and maps to the Internet red economy to break the monopoly of traditional channels and provide fertile ground for their growth. And as the net red economy survival base point rather than the value base point exists. On the other hand, by reviewing the evolution of technology development and the evolution of carrier media / platform, we find that the Internet Red economy develops in a matching manner in different periods of Internet development, which further confirms that the Internet logic runs through the whole process of the development and growth of Internet Red economy. In the aspect of content dissemination, the value base point of "content as king" is still applicable to the net red economy, but new changes have appeared under the guidance of relationship empowerment paradigm. The content of communication is not only realized directly to form value for monetary returns, but also focuses on enhancing the value of Internet Red itself, that is, through quality, personality content to help Internet Red activate and control the relationship resources, and support and expand the influence of Internet Red. In turn, there are more possibilities of realisation. In addition, the vertical content field and focus is the development trend of the net red economy.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206-F

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