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移动视频在社交媒体平台上的应用已逐渐成为意见领袖话语权争夺的主要手段,也使其传播价值被充分肯定。文中将“假人挑战”事件作为研究个案,分析名人效应、低成本高效益、渠道优化这三点因素对“假人挑战”事件走红的催化剂作用。再以古斯塔夫·勒庞的群体心理观点为基础,探究当前移动视频在传播过程中所面临的“病毒式挑战”现象同质化、虚假信息的传播与扩散、盈利模式亟待突破等困境,并提出相应对策。
The application of mobile video on social media platform has gradually become the main means of discourse power of opinion leaders, and its value of communication has been fully affirmed. In this paper, the “Dummy Challenge” event is taken as a case study to analyze the celebrity effect, low cost and benefit, and channel optimization as the catalyst for the “Dummy Challenge” event. Based on Gustav Le Pen’s theory of group psychology, this paper explores the homogeneity and spread of false information in the current mobile video communication process, and urgently needs to break the profit model And other difficulties, and put forward corresponding countermeasures.