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社会转型时期,许多关键词都跟名声相关,比如注意力经济、点击率、眼球吸引力、做秀、炒作、签名、圈子、标签等等。时代赋予了名声更多的价值,名声传播已经成为一个越来越显现化的社会现象。对名声传播进行研究,明确名声传播的基本对象,探索其本体特征,发展其核心理论,能够丰富传播学的外延。本研究界定了名声的概念,深入分析了名声传播的三大特性——传承性、想象性、情感性。
During the social transition, many of the key words are related to reputation, such as attention economy, clickthrough rate, eye attraction, show, speculation, signature, circle, label and so on. The era has given its reputation more value, and its spread has become an increasingly visible social phenomenon. Studying the spread of fame, clarifying the basic object of fame spreading, exploring its ontology features, developing its core theory, can enrich the extension of communication studies. This study defines the concept of fame and deeply analyzes three major characteristics of fame spreading: inheritance, imagination and emotionality.