传播学视域下的自媒体papi酱研究

发布时间：2018-06-29 15:14

  本文选题：自媒体 + papi酱　； 参考：《湘潭大学》2017年硕士论文

【摘要】：新媒体时代,随着广大网民参与传播热情的不断高涨,越来越多的自媒体出现在人们的视野中。然而数量虽多,真正优秀并为大众所熟知者却是凤毛麟角。在此背景下,新晋网红papi酱以自己独特的个性色彩和鲜明的表演风格成功脱颖而出,赢得了大批粉丝的喜爱和拥护。这个号称“集美貌与智慧于一身的女子”凭借着自制短视频以闪电般之速度走红于各大网络平台,并获得千万融资,一跃成为自媒体史上的传奇人物。然而,在她一夜爆红的背后并不仅仅是偶然的机遇垂青,更多是她默默付出的艰辛所收获的必然性回报。papi酱走红的原因与其话题类型、角色扮演、艺术表达、传播特色、时代背景有关。在话题类型方面,主要有节庆热点类、吐槽讽刺类、日常搞笑类,这三类话题都贴近生活,选题新颖,针砭时弊,因而深受受众欢迎。在角色扮演上,她一人扮演多个角色,塑造了个性化的形象,对受众具有很强的吸引力。在艺术表达上,场景设置简单随性,视频合成技术性强,拉进了与受众的距离。在传播特色上,实现了传播主体个性化:标签化的个人品牌、浓缩的碎片化叙事;传播内容时代化:借势而为的选择热点话题、针砭时弊的网络亚文化表述;传播方式多元化:平台整合的跨媒界复合传播、广征人才的众筹化节目制作;传播对象精准化:对象明确的精准投放、受众需求的使用与满足;传播效果长效化:认知上的由浅入深、情感上的娱乐放松、行动上的互动交流。在时代背景上,信息需求的多样化,飞速发展的传媒技术,独具个性的传播主体,多重需求的受众群体,都为papi酱的走红创造了条件。此外,papi酱也存在不足之处,主要有对主流文化的消解,过度“俗化”的表达方式,以及刺激虚假消费需求。因此,建议papi酱增强自律意识与道德修养,受众提升自身的文化品位与媒介素养,同时社会也应加强监督管理与法律规范。papi酱为自媒体提供了重要启示,即发扬人格魅力,塑造个性化品牌;坚持内容为王,打造精细化产品;增加互动交流,加强用户粘附性。
[Abstract]:In the new media era, more and more self-media appear in people's vision with the increasing enthusiasm of netizens participating in communication. However, the number of truly excellent and well-known is rare. In this context, the new online celebrity papi sauce with its own unique personality and distinctive performance style successfully stand out, won a large number of fans love and support. The woman, known as "a woman of Beauty and Wisdom", has become a media legend with a lightning speed of homemade short videos and millions of dollars to raise money. However, behind her overnight popularity is not just an accidental opportunity, but also the inevitable rewards of her painstaking efforts. The reasons for her popularity and their topic types, role playing, artistic expression, and communication features. The background of the times is relevant. In terms of topic types, there are festival hot spots, complaints satire, daily jokes, these three topics are close to life, new topics, criticism of the current situation, so popular with the audience. In role-playing, she plays many roles, molds the personalization image, has the very strong attraction to the audience. In the artistic expression, the scene setting is simple and random, the video synthesis technology is strong, pulled into the distance with the audience. In the aspect of communication characteristics, we have realized the individuation of the communication subject: the label individual brand, the concentrated fragmentation narrative, the communication content epoch: seize the opportunity to choose the hot topic, the network subculture expression which criticizes the current situation; Multiple modes of communication: platform integrated cross-media composite communication, multi-funded program production, accurate communication object: the precise delivery of objects, the use and satisfaction of audience needs; Long-lasting effect of communication: cognitive, emotional entertainment relaxation, interactive communication in action. In the background of the times, the diversification of information demand, the rapid development of media technology, the unique personality of the main body of communication, multiple needs of the audience, all for the popularity of papi sauce to create the conditions. In addition, papi sauce also has some shortcomings, such as the deconstruction of mainstream culture, the expression of excessive "vulgarization" and the stimulation of false consumer demand. Therefore, it is suggested that papi sauce should enhance self-discipline consciousness and moral accomplishment, and the audience should enhance their own cultural taste and media literacy. At the same time, the society should also strengthen supervision and management and legal norm .papi sauce provides important inspiration for self-media, that is, to develop personality charm. Create personalized brand; insist on content as king, build refined products; increase interaction and enhance user adhesion.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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本文编号：2082525