摘要
网络推手的出现让很多网络红人和网络事件从偶然转变成为了必然。一方面,对免费的网络注意力所蕴藏的巨大商业利益的认知加快了网络推手的职业化和商业化;另一方面,不成熟的行业自律导致了网络话语暴力、恶意制造媒介假事件、媒介职业伦理缺失等一系列问题。实际上,网络推手本身并无善恶之分,但网络推手的实现方式却有好坏之别,关键在于媒介社会给出的是何种样式的设置。面对网络推手的发展趋势已然是一个不争的事实,着眼于网络推手隐患的化解,职业伦理与法制的规范、积极文化的引导与媒介素养的提升势在必行。
The emergence of internet marketers makes possible highly visible internet celebrities and events.On the one hand,the awareness of enormous commercial benefits brought about by free attention accelerates professionalization and commercialization of internet marketing;on the other hand,immature self-discipline often leads to a series of problems such as internet discourse violence,malicious fraudulency,absence of ethics of the media.In essence,internet marketing is neither virtuous nor evil,but the realizations of it are.The key lies in how the mass media prescribes regulations.With internet marketing as an established fact,it is necessary to prevent its risks,enact professional ethics and regulations,guide it and promote its overall quality.
出处
《江南社会学院学报》
2011年第4期24-28,共5页
Journal of Jiangnan Social University
基金
教育部青年基金课题"群体性事件中的网络舆情研究"(项目编号:10YJC860049)的阶段性成果
关键词
网络推手
传播学
批判
辩护
引导
Internet Marketer
Commumcation
Criticism
Defense
Guide
