经济利益驱动下的名人微博分析——以新浪网名人微博为例-analysis of celebrity microblog driven by economic benefits - taking sina weibo as an example.docx

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2018-05-29 发布于上海
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经济利益驱动下的名人微博分析——以新浪网名人微博为例-analysis of celebrity microblog driven by economic benefits - taking sina weibo as an example.docx

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经济利益驱动下的名人微博分析——以新浪网名人微博为例-analysis of celebrity microblog driven by economic benefits - taking sina weibo as an example

AbstractWiththebirthofthisnewmediaformofmicro-bloginthebeginningof2010，itistosubvertthetraditionalmodeoftransmissionmedia.Themajorportalshaveopenedamicrobloggingservice,inordertoseizethemicrobloggingmarket,theybegantousethecelebritystrategyfordevelopmentofmicro-blog.Inparticular,Sinafromtheopeningofthemicro-blogdate,ittakescelebritystrategy,andusevariousmeanstodrawcelebritiestoopenmicro-blog,thatinashorttime,Sinamicro-blogaccumulatealotofcelebrities,celebritymicro-blogisalsointheabsolutemonopolyoftheSinamicro-blog.Sinaestablishedcelebritymicro-blogdiversetypes,fromentertainmenttoagricultureamountedto24subcategories.Sinahavetocatchcelebritiesfromallwalksoflifeallinonedraft,andSinamicro-blogestablishedthecolumnofHalloffamespecificallyforthecelebrity.Sinacelebritymicro-blogisgrowingrapidly.Sinacelebritymicro-blogatotalof25,509inJanuary19,2011.Sinacelebritymicro-blogatotalof57,652inNovember17,2011.Afterashortperiodof10months,Sinacelebritymicro-blogtotalamountincreased126%.ThisshowsSinacelebritymicro-bloginrapidgrowth.Fromfansanditsgrowth,celebritymicro-blog,especiallyentertainmentcelebrities,isabsolutemonopoly.Sinamainlyinvitecelebritiestoopenmicro-blog,makecelebritymicro-bloginanimportantposition,publicizemicro-blogwithvariouschannels,developcelebritymicro-blogviathecelebritymicro-blogasanewssource.ThemotivationofthedevelopmentofSinacelebritymicro-blogistoseekthemaximumbusinessinterests,becauseofthecelebritymicro-bloghashugeeconomicpotential,celebrityeffectcanbringalargenumberofaudience,theattentionoftheaudiencecanbringenormousbenefitsofadvertisement,canimprovethemediabrand,andultimatelybringeconomicbenefits.But,chasingeconomicinterestsforthepurposeofcelebritymicro-blogstrategyandstampeddeeplycommercialbrand,itisinevitabletobringdiscourserightinequality,viciouscompetition,poorregulation,thetendencyofentertainmentandaseriesofproblems.Topreventcommercialcelebritymicro-blogbringsnegativeeffect,itisnecessarytoweakenthefunctionofcelebritymicro-blog,perfectcelebritymicro-blo