新媒体建构少数民族网红形象的传播机制——以“丁真”事件为例

The Mechanism of New Media to Create Internet Celebrities of Ethnic People:Taking“Ding Zhen Event”as An Example

2020年11月,藏族小伙丁真凭借一条抖音视频的快速传播迅速走红网络,成为了家喻户晓的顶流网红。丁真走红的传播机制在于新媒体具有为公众设置议程的功能,为以丁真为代表的少数民族网红的形成提供了理论基础,同时新媒体所具有的即时性、交互性、跨时空性等特点又为丁真等人的爆红提供了现实的传播土壤。网络上被公众称为“甜”与“野”的并存,实际上体现的是人们对“淳朴、野性、自然”等元素构成的真善美的共同追求。利用新媒体的传播特性,有利于尊重各民族文化的多元化,保持与包容民族文化的多样性;又利于强化各个民族文化的“一体性”,弘扬中华文化核心价值观。

The popularity of ethnic minority internet celebrities,for example,Ding Zhen,broke the tradition of making stars on the Internet,but it has always adhered to the unique rules of media communication.In the modern communication space,the traditional mass media no longer are the only institutions that set the public agenda.Because the traditional news media have lost their exclusive advantage of access to first-hand information,any new media user can re-process,modify,and recombine network information,making themselves the main operative of information management.The standard of“importance”is no longer fully controlled by the mass media,the public can reject events that the mainstream media consider important and set their own agenda.In the new media communication,the public s ability to set their own agenda can quickly arouse the attention of a large number of other netizens,and therefore it can also be noticed by the mass media.Therefore,the agenda-setting function of the new media is the theoretical basis for Ding Zhen s popularity.The new media s communication is instantaneous,interactive,and diachronic.Netizens can both quickly release and receive information in real-time through mobile phones,computers,or other smart devices.This breaks the regular transmission law of the traditional media and truly has no time limit and no geographical restriction.The new media technologies represented by Tik-Tok,Kuaishou,Weibo,and WeChat have also fundamentally changed the role of general users.The public can be both the receiver and the sender of any information;it can also be its producer and the disseminator.Anyone can be the source of news,and the audience can also respond,comment,supplement,and interact with the content at any time,which maximizes the participation and initiative of the people.It meets the needs of the people to control the right to speak and truly realizes a two-way interactive information exchange platform.The new media has completely broken the restrictions of wired networks and the restrictions of administrative divisions and geographic regions.People can be connected to the world from any corner of the earth.As long as the mobile internet network covers any part of the world,we can search for information,access information,and publish information at any time.This is a level that traditional media-such as newspapers,magazines,radio and television-cannot reach.The broadcasting feature of new media is the real soil of Ding Zhen s popularity.This paper proposes that the use of new media plays an important role in spreading the culture of various ethnic minonities,promoting exchanges between the ethnic groups,and building a“multi-integrated”system of ethnic cultural exchange.First of all,it respects,preserves,and celebrates the diversity of various ethnic cultures.At the same time,it is also represented as strengthening the“integration”and cultivating the core values of Chinese culture.In the journey of the great rejuvenation of China,only by adopting an open and welcoming attitude to multiculturalism,and also seeing the charm of Chinese culture in the vastness of cultural exchange,can the Chinese dream of the great rejuvenation of the Chinese nation come true.