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随着经济的快速发展,互联网已成为二十世纪以来影响力最大的发明物之一。网络的诞生给网络传播的产生和发生提供了重要条件;网络的普及改变了传统的传播方式;大数据时代的到来,更是加快了人们接触信息的步伐。“网络水军”在此背景下应运而生,其制造新闻热点、扩散信息,从而达到为客户造势、提高客户知名度的目的。如今,网络上看似无意走红的事件则正是一些“网络水军”幕后策划和操控的结果,本文主要分析网络水军的形成、传播机制及给受众带来的利弊三方面。
With the rapid economic development, the Internet has become one of the most influential inventions in the 20th century. The advent of the Internet has provided an important condition for the emergence and occurrence of network communication. The popularization of the Internet has changed the traditional mode of communication. The advent of the era of big data has accelerated the pace of people’s access to information. “Network Water Army ” came into being in this context, creating news hot spots, spreading information, so as to create momentum for customers, improve customer visibility purposes. Nowadays, the seemingly unintentional popularity on the Internet is just the result of some “network navy” planning and manipulation behind the scenes. This article mainly analyzes the formation and transmission mechanism of the network navy and the pros and cons brought to the audience.