从梅罗维茨的媒介情境论看新媒体时代的人设营销——以“鹿晗人设”为例

Viewing the Marketing of People in the New Media Era from Merovitz's Media Situation Theory——Take "Luhan Character" as an example

随着时代的发展,新媒体技术的进步,互联网已深入到老百姓的生活当中。通过网络、电视等媒介的传播,老百姓不出门便可以快速知晓天下事,更多的人隔着屏幕开始对某人某事进行认识及判断,"人设"一词也随之应运而生。其中,娱乐圈中的人设营销更为典型。文章以"鹿晗人设"为例,分析其人设的构建及营销方式、价值意义,探讨人设破坏的成因,借助梅罗维茨的媒介情境论,分析人设营销的优势与劣势,提出新媒体时代的人设营销应更多地制定明星本身的正面标签,不假扮莫须有的人设,以实现良好的人设营销效果。

With the development of the times and the progress of new media technology, the Internet has penetrated into the lives of ordinary people. Through the transmission of network, television and other media, people can quickly know the world without going out. More people begin to know and judge someone something through the screen, and the word ＂human characteristics＂ comes into the times. Among them, the entertainment marketing is more typical of men. This article, taking ＂Luhan characteristics＂ as an example, analyzes the construction and marketing methods and value significance of human establishment, discusses the causes of the destruction of human beings, and analyzes the advantages and disadvantages of human marketing by means of the media situation theory of mulotts, and puts forward that the human marketing in the new media age should make more positive labels for the stars themselves. To some people, in order to achieve good effect of marketing people.