“洋网红”的特征分析、传播作用与治理对策——以新浪微博上十个洋网红为例

Feature Analysis,Spreading Effect and Governance Countermeasures of Foreign Online Celebrities: Ten Foreign Online Celebrities on Sina Weibo as an Example

[目的/意义]随着社交媒体、短视频、直播平台的持续发力,"网红"现象从社会边缘走向大众视野并逐渐呈现产业化趋势,炙手可热的"网红经济"吸引并塑造了一批"洋网红"。洋网红群体可以架起国家间交流互动的桥梁,扮演着跨文化传播的角色,能够促进中外文化的传播和交流并建构国家形象。[方法/过程]对洋网红群体进行分类并梳理发展历程,选取新浪微博上十个人气"洋网红"账号下热度最高的一条微博,共十条微博为研究对象,采用内容分析法从微博内容形式和指向、主题类型、态度倾向、主流媒体报道情况对样本编码,分析"洋网红"走红特征及其传播作用。[结果/结论]发现:"洋网红"扮演着网红经济的发展者、"他者"视角下的国家形象建构者、国家间话题的关键讨论者和中华文化的传播者等角色,公众、管理者和"洋网红"自身应该正视并且理性看待这一群体的崛起。

[Purpose/Significance]With the continuous development of social media,short video,and live broadcast platforms,the phenomenon of"online celebrities"has moved from the edge of society to the public's horizon and gradually shows the trend of industrialization.The hot"online celebrities economy"has attracted and shaped a batch of"foreign online celebrities".The foreign online celebrities groups can build a bridge of exchange and interaction between countries,play the role of cross-cultural communication,and promote the communication between Chinese and foreign cultures and build the national image.[Method/Process]Foreign online celebrities groups were classified,and their development history were sorted out.Selecting one of the most popular microblogs on the Sina Weibo platform under the account of ten foreign online celebrities as research objects,content analysis is used to encode samples from Weibo content format and direction,subject type,attitude inclination and mainstream media coverage.The paper analyzes the popular features of the"foreign online celebrities"and its dissemination function.[Results/Conclusion]"Foreign online celebrities"act as developers of online celebrities economy,the national image-builder from the perspective of the"others",the key discussants on topics between countries and Chinese cultural communicators and other roles.The public,the regulators and foreign online celebrities should face squarely and rationally view the rise of this group.