论自媒体网红传播中的生态治理问题

Ecological Governance Problem Process of Online Celebrity’s celebrities'Diffusion in We-media

自媒体时代的集聚性、文娱化使之与受众建立起坚实的情感纽带,增强受众黏性,进一步提升了传播的效果.人们对作为公众人物的网红褒贬不一,反映出网红生态治理的实然性与应然性.因此,网红传播过程中应跳出同质化和受众主导思维,引导网红从碎片化的网络信息中获取正能量,讲好中国故事,传播社会核心价值观,同时要敬畏法律、崇尚道德、知行合一、自省自律,做好产品、内容形式把关,避免谣言及负面舆情的滋生泛滥.

the era of We-media has clustering and entertainment,which builds solid emotional connection with audience and enhances audience stickiness to further promoted the effect of the spread.Peole have mixed opinions about online celebrity as a public figure,which reflects objective facts and subjective requirements of online celebrity’s ecological governance.Therefore,we should jump out of the thinking of homogeneity and the audience dominated in the diffusion process of online celebrity,conducting online celebrity gain positive energy from fragmentation network information,telling Chinese stories well,spreading the core social values.Meanwhile,we must fear the law,uphold morality,the unity of knowledge and action,self-awareness and self-disciplin.And we should do product endorsement well and content check to avoid the breeding of rumors and negative public opinions.