网红文化的科学内涵、生成机理与治理路径

Scientific Connotation,Generation Mechanism and Governance Path of Internet Celebrity Culture

网红文化作为一种社会文化现象,本质上是“网络红人”虚拟实践活动对象化的产物。从文化论角度看,它是“网络红人”以互联网为媒介创造的一种网络亚文化;从系统论角度看,它是由“网络红人”、网络技术、网络受众、网络平台及隐含于上述要素之中的价值观所构成的一种文化现象;从实践论角度看,它是“网络红人”进行的虚拟实践活动及其产物的总和。从生成机理来看,网红文化是内生机理与外生机理共同作用的产物。为优化网红文化生态,应以培育正面网红为主线,引领网红文化向上向善航向;以网络平台监管为重点,净化网红文化生产传播载体;以规范资本运作为抓手,促进网红文化产业健康发展。

Internet celebrity culture,as a social and cultural phenomenon,is in essence the product of the objectification of virtual practice activities of“internet celebrities”.From the perspective of culture theory,it is an internet subculture created by“internet celebrities”through the media of the Internet.From the perspective of system theory,it is a cultural phenomenon composed of“internet celebrities”,network technologies,network audiences,network platforms and all the values implied in these elements.From the perspective of practice activities,it is the sum total of virtual practice activities and their products done by“internet celebrities”.F rom the perspective of generation mechanism,internet celebrity culture is the product of endogenous mechanism and exogenous mechanism.Therefore,to optimize the ecology of internet celebrity culture,we should guide the online celebrity culture to develop in a good upward course by taking the positive cultivation of internet celebrities as the key line,purify the media for the production and dissemination of internet celebrity culture by focusing on the supervision of network platform,and promote the healthy development of internet celebrity cultural industry by standardizing capital operation.