Construction Of Han Han’s “National Father-In-Law” Image In Microblog

In recent years, the phenomenon of celebrities using new media to manage their public impression is worth noting. Celebrities try to influence and popularity, the process is also a process of marketing. Internet, as a marketing platform, more and more celebrities with high self-awareness begin to focus on self-management there. It’s helpful to achieve lasting positive impact, promptly eliminate or reduce the negative impact, even strangle it in the cradle. This process is the impression management, In other words, it is a high level of self-marketing.In this study, the author summarizes Han Han’s image, here is the result: Han Han have several images, for example, a poor student, a writer, a racer, a public intellectual, but as a public intellectual, he is suspected, then he entered the " national father " period. In this study, On the basis of the origins and definitions of impression management, the author learns three influential Impression management models: comprehensive impression management model, cybernetic model of impression management, two-component impression management model. And then, the author tries to put forward on celebrity online impression management model, it contains former management, situation definition, motivation, interaction. It points out that the impression management is a process of dynamic adaptive and adjustment. it’s helpful to analyze Han Han’s impression management process in the miniblog in "national father" period. In addition, the author tallies up Han Han’s successful experience of creating "national father" image, to support other celebrities carry out impression management activities online.