网红的历史长歌:网络名声的累积、流通与变现

Epic of Internet Celebrities:The Accumulation,Circulation,and Monetization of OnlineReputation

本文以名人理论为视角,借助微观史研究的方法,聚焦普通人的网络成名之路及其历史演变,阐释网络名声的累积、流通与变现。研究发现,在1998―2010年,网红多依靠“个人式”奋斗成名,个人的文学才能或视觉呈现是他们获得网络名声的来源。2010年至今,商业互联网时期的网红依靠“手工作坊式”或“机构式”“流水线式”的方式累积名声。两个阶段中网红与名声、利益的关系,以及网络名声的变现有所差异。网络名声的变现可以帮助普通网民实现阶层流动,但网络名声的生产与流通受到技术、资本和意识形态等结构性力量的影响。网络成名是普通人试图创造可见性和捕获注意力的过程。从互联网历史视角观之,网络名声生产、流通与变现的演变过程,反映了数字社会注意力制造与流通的变迁,网红的历史折射着互联网的商业史、平台史、文化史。

This article,adopting the perspective of celebrity theory and employing microhistorical research methods,explores the trajectory to online fame for ordinary individuals and its historical evolution.It delves into the processes of accumulation,circulation,and monetization of their online reputation.The study reveals that from 1998 to 2010,Internet celebrities often relied on a"personal"approach to fame,with personal literary talents or visual presentations being the sources of their online reputation.However,from 2010 to the present,Internet celebrities in the era of commercial internet have accumulated fame through"artisanal,""institutional,"and"assemblyline"methods.The relationship between Internet celebrities and their reputation,as well as the monetization of online reputation,differs between these two periods.Monetizing online reputation can facilitate social mobility for ordinary netizens,but the production and circulation of online reputation are influenced by structural forces such as technology,capital,and ideology.The process of becoming famous on the Internet is a means through which ordinary people attempt to create visibility and capture attention.From the perspective of internet history,the evolution of the production,circulation,and monetization of online reputation reflects the changes in attention manufacturing and circulation in the digital society.The history of Internet celebrities mirrors the business history,platform history,and cultural history of the Internet.