摘要
从明星、网红引领到普通网友追捧,网络模仿流行背后蕴含着深刻的政治经济文化动因。网络模仿主要包括性别互仿、年龄互仿、职业互仿和形象互仿,隐藏着政治观念表达和话语权争夺、文本交易和变现、关系的塑造和维护等诉求,并借助新媒体技术的编码和改造得以呈现。网络模仿的畸变导致价值观的迷失、道德的滑坡、创新的匮乏和违法的陷阱等问题。网络模仿的出路在于模仿的合理运用,发挥模仿的正面功效,纠正畸变的模仿,营造良好交往氛围,回归创新本位,超越流量逻辑,严格版权管理,营造多姿多彩的网络亚文化景观。
From the leading role of celebrities and influencers to the pursuit of ordinary netizens,there are profound political,economic and cultural reasons for the popularity of online imitation.Online imitation mainly includes the imitation in gender,age,occupation and image.It implies demands for the expression of political ideas and the contention for the right to speak,the transaction and realization of texts,and the shaping and maintenance of relationships.It is presented by the coding and transformation of new media technology.The distortion of online imitation leads to the loss of values,the decline in morals,lack of innovation and illegal traps.The outlet for online imitation lies in the rational use of imitation,giving full play to the positive effect of imitation,correcting the distorted imitation,creating a good communicative atmosphere,restoring the standard of innovation,transcending the flow logic,enforcing the copyright management,so as to create a colorful online subculture landscape.
作者
陈世华
Chen Shihua(School of Journalism and Communication,Nanchang University,Nanchang 330031)
出处
《华中师范大学学报（人文社会科学版）》
CSSCI
北大核心
2022年第5期79-90,共12页
Journal of Central China Normal University:Humanities and Social Sciences
基金
江西省教育科学规划重点项目“纠偏与赋能:大学生网络直播观看的实证研究”(21ZD003)。
关键词
网络模仿
传播政治经济学
眼球经济
online imitation
political economy of communications
the eyeball economy
