网络红人现象的本质与兴起原因探析——以“芙蓉姐姐”和“犀利哥”为中心

The Nature and Causes for the Rise of the Web Celebrities:Based on "Sister Lotus" and "Brother Sharp"

网络红人的兴起作为一种奇特的媒介景观早已成为学界关注的焦点。本文从网络红人的发展历程出发,集中对两个典型案例("芙蓉姐姐"和"犀利哥")进行分析,指出网络红人的本质特征是指向娱乐的符号。网民的猎奇、围观与情感宣泄,网络媒体的自身特性与商业逻辑的指导是网络红人兴起的关键原因。

The rise of web celebrities as an unusual media landscape has attracted lots of attention from academic. In the paper, we analyzed two typical cases （ ＂Lotus Babe＂ and ＂Sharp Brother＂ ） and clearly point out the essential characteristic of web celebrities： entertainment symbol. The crucial reasons for the rise of web celebrities are internet users＇ curiosities, collective crowds, needs of emotional expression, and characteristics of the internet and business logic guiding.