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2016年“网红”成为热词。本文从媒介与社会的分析框架出发,以互联网不同阶段的特点作为参考坐标轴,考察“网红”20多年来的类型演化,寻找其中的契合之处,突出关注媒介技术在不同时代的网络红人塑造中所扮演的角色。文章沿着“网红”和媒介技术两条逻辑路径展开,发现两者的演进具有内在的呼应性。最后对目前的“网红”生态从社会文化的角度进行了反思,提出了相应的网络空间治理思路。
2016 “red net” became a hot word. Based on the analysis framework of media and society, taking the characteristics of different stages of the Internet as a reference axis, this paper examines the evolution of the genre of “Red Net” over the past 20 years and looks for the coincidence between them. It focuses on media technology in different periods Network Reds shape the role played. The article follows two logical paths of “red net” and media technology, and finds that the evolution of the two is inherently echoing. Finally, the current “red net ” ecology from the perspective of social and cultural reflection, put forward the corresponding cyberspace governance ideas.