新媒体流量经济视域下网络口碑操控的治理
The Phenomenon and Countermeasures of Internet Word of mouth Manipulation in the New media and Flow Economy Context
宋宏磊1
作者信息
- 1. 中华女子学院管理学院,北京 100101
- 折叠
摘要
在新媒体时代,流量经济和"饭圈"文化加速融合,以偶像明星为代表的各类经济体和粉丝群体,通过网络口碑操控方式来获取更好的流量数据,以实现流量变现和扩大社会影响.网络口碑操控加剧了"饭圈"文化乱象,粉丝有组织的控评、养号、拉踩、互撕等现象层出不穷,最终形成了"老鼠赛跑"怪圈,严重干扰了网络舆论传播秩序,损害了新媒体平台信用,破坏了新媒体网络口碑生态,给社会带来了不良影响.对此,需要从政府监管整治、平台优化管理、偶像明星自律和粉丝群体规范等多方面进行治理,以求在新媒体时代建立健康的网络口碑和舆论传播生态环境.
Abstract
In the era of new media,the integration of Flow economy and fans culture is accelerating.All kinds idol stars,fan groups,and business organization try to manipulate Iwom to get better their economic benefit and social influence.Iwom manipulation intensified the disorder of fans culture.Fans groups guides the internet opinion forums manipulation,false ID,slander emerge in endlessly to form"mouse-ran"circle.It seriously interferes with the order of network public opinion communication,damages the credibility of new media platforms,destroys the network reputation ecology of new media,and brings bad influence to the society.In order to establish a healthy ecological environment of online word-of-mouth and public opinion communication in the era of new media,government regulation,platform optimization management,idol star self-discipline and fan group norms should be taken into account.
关键词
新媒体/流量经济/网络口碑/传播生态Key words
New media/traffic economy/online word-of-mouth/communication ecology引用本文复制引用
基金项目
中华女子学院科研项目(KY2022-0310)
出版年
2024
NETL
NSTL
万方数据