从传播学视角探析自媒体时代的“网络红人”现象

随着多媒体技术的发展，大众信息传播与分享的方式发生了翻天覆地的变化。现今的信息传播方式以个体为中心，具有高度互动性和参与性。进入了自媒体时代，尤其是微博、微信等私人化网络媒体的出现，给了普通民众更多话语权和高度参与的机会，由此也直接促进了一批批“网络红人”的出现。每一个“网络红人”的出现，总能在虚拟世界以及现实世界掀起阵阵舆论波澜，也引来了媒体的蜂拥报道。如何正确看待“网络红人”现象，减少其负面影响，使其发挥积极、正面的作用，亟需社会的关注。

The Communication Research of Phenomenon of Web Celebrity in the We-media Era

As the development of science technology, computer technique and media technology, the way of information spreading is changing rapidly. The spreading mode nowadays is centered by individuals with high interaction and participatory. Our society has turned into the age of we-media. Especially as the appearance of some private medias like micro blog, wechat, common people have more chances to express their opinions and participant in social issues. That is why more and more web celebrities turns up. The emergence of every web celebrity always leads to the carnival of common people and mass reports of medias. At the same time, it also rises billows of public opinions between real world and cyber world. It should be focused on how to treat web celebrity wisely and reduce the negative ef-fects of the phenomenon as many as possible.