网红成名逻辑与"网红—粉丝"文化机制辨析
A Critical Analysis of the Logic Behind Wanghong Fame and the Mechanisms of"Wanghong-Fan"Culture
曹书乐1
作者信息
摘要
本文以数字时代的"网红"现象为切入点,探讨社交媒体如何重塑传统名人概念,并剖析网红的草根崛起、人设建构、流量逻辑和情绪劳动等生成机制与成名逻辑,分析"网红—粉丝"文化中网红和粉丝的共生关系及其带来的价值与风险.本文认为,"网红—粉丝"文化带来知识普惠、经济新业态等正面价值,也带来网红名实不符、价值观偏差、法律失守和粉丝盲目追随等问题.文章指出,网红现象是数字时代文化与社会变迁的缩影,需尽量规避其风险以构建健康的网络生态.
Abstract
Starting from the digital-era phenomenon of"wanghong"(internet celebrities),this article examines how social media reconfigures the traditional concept of celebrity,and dissect the generative mechanisms and the logic of fame behind wanghong'grassroot rise,persona construction,online traffic maximization,and emotional labor.It analyzes the symbiotic relationship between wanghong and their fans within the"wanghong-fan"culture and the attendant values and risks.The study argues that this culture promotes knowledge democratization and new economic models,yet also precipitates persona collapses,value deviations,legal breaches,and blind fan followings.The wanghong phenomenon could be regarded as a microcosm of broader digital cultural and social change,requiring risk mitigation to foster a healthier online ecosystem.
关键词
网红/名人/符号资本/粉丝文化/情绪劳动/景观社会Key words
wanghong(internet celebrities)/influencer/symbolic capital/fan culture/emotional labor/spectacle society引用本文复制引用
出版年
2025
NETL
NSTL
万方数据