| Along with the continuous development of the Internet, communication studies also entered a new stage of development. Network has become an important force affecting social at now, network grassroots "Leiren culture" as a product of the Internet age, in a short time you can gather the attention of many audiences, Network grassroots "Leiren culture" study, in the dissemination of the theory and practice are important.In this paper, attention economics as a theoretical paradigm to analyze the spread of network grassroots "Leiren culture". Network grassroots "Leiren culture" produces development combing, summed three types of network grassroots "Leiren culture" Secondly, this paper research network grassroots "Leiren culture" spread from the macro, meson and micro levels. Macro-level analysis the social background of network grassroots "Leiren culture". Media networks grassroots level from the media industry, analyzes the attention of the competition scene advancing "Leiren culture". The micro-level elaborate network of celebrity, the network Pushing Hands and network audiences "Leiren culture" role in the spread of the network grassroots. Network grassroots "Leiren culture", spread the words and deeds of the ridiculous grassroots through the network in the network platform, and through the operation of the network media and network Pushing Hands together, in a short period of time, can collect a large number of audience attention, and the attention economy can transformant to the real economy. Finally, for the spread of network grassroots "Leiren culture", I take the point of view of the dialectical network grassroots "Leiren culture" has its positive role, but also had a negative impact. The innovation of this paper is that attention to economic theory applied to the network grassroots "Leiren culture" of communication research. And explore the network grassroots "Leiren culture" mode of transmission and evolution mechanism. |
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