The Attention Economy Of The Network Scandal

There is one theory named the "scandal GDP". When network scandal repeated outbreaks, is it the result of media attention economy promotion? From the definition and causes of the network scandal, we will analyze the media economy, attention "GDP", the winners of the attention economy, than explore the scandal’ function in the media attention competition and its economic value. This paper also do the empirical research on network scandal ’s attention production, among them, We use the Chinese Internet public opinion analysis report as a sample, and extract 31 network scandals as the research object from 2010-2014 top ten network hot issues. Finally, we draw the conclusion that social scandal, political scandal, entertaining scandal, sex scandal has become the easiest way to get attention; online communities and weibo is the concentrated positions of network attention resources. In addition, this paper investigates the public cognition and attitude on network scandal and uses specific network scandal case to demonstrate that scandals can be enough to become a production factor. Finally, this paper explores large-scale network scandal’ society influence and calls for the public to form correct understandings. In all, this paper does study of network scandal under the background of the theory of attention economy, trying to find out the law of development of network scandal in order to provide references for China’s media industry development.