| As the technology of mobile network and digital content develops,the public have quickly completed the migration from the traditional media platform to the portable self-media platform,such as The Microblog,WeChat,and other information serviceable apps of smart phone.Correspondingly,we have stepped into the new era of social media.The entertainment news online often set off waves of public opinion.The micro-media based on digital social media,diversified interaction and personalized Information customization together with the structural online users and internet media synthetically shape the network communication ecology.This paper will insight the influences of viral dissemination of entertainment news,by analyzing the typical entertainment events of Wang Baoqiang's divorce.Specifically,the related network content can be adopted to present the significance of elements playing a part in the viral dissemination including the analysis of the selected Microblog content of the main character and entertainment media,the statistics of users type and gender in each blog,the active participants achieving most information forwarding in the secondary transmission and keywords of related search result.At the same time,combined with analysis of the content of news reports,articles,topics collected from WeChat and various types of client-related applications,the content characteristics and media strategies of viral dissemination of entertainment news online are interpreted.The study found that high-confidence sources,the addition of rumors and opinion leaders,special news facts and text value elements are the distinctive features of viral spread content.Customized content operation strategy,content selection strategy under the attention economy and the label of the text frame strategy are also an important driving force for entertainment news to spread.The particularity of the entertainment star career determines its legitimacy as a kind of social symbol and individualized product for collective consumption.Besides,Media use behavior and psychological needs are inseparable,the psychological point of uses and gratifications is closely connected with the phenomenon of communication.Lazy amusement,closely related experience and self-identity,value judgments of the feelings and personal catharsis is the the energy source of the news accession and consumption for network users.The phenomenon of cybercrime caused by the inappropriate network user behavior under the emotional infection mechanism is also an important reason for attracting users and the media to continue to focus and participate in the event.The diffuse spread of online entertainment news can make ordinary entertainment news events evolve into far-reaching social and cultural landscape,the leading role of social culture and value can not be ignored.It is of great value to measure the regular pattern from the three aspects of content media and the psychological factors.Beneficial reference of purposeful public opinion guidance can be drawn from the conclusion of viral spread.Finally,the search result making a contribution to comprehensive interpretation of viral events can largely rich the theory of communication theory.Finally,it is necessary to reflect on the social problems behind the development of public opinion in such news events.Finally,putting forward the suggestions of public opinion guidance. |
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