A Study On The Motivation Of The Spread Of Internet Celebrity

In recent years,with the popularity of self-Media and the emergence of live broadcasting platforms,a large number of online Reds appear on major websites,and online Reds have become a hot figure in the Internet era.From the networking writer networking to the professional networking in the new media era,the popularity of networking has more or less experienced three stages of development.With the emergence of various social media,the development of Internet Red has also presented some new changes worthy of attention and research.On this basis,this study takes the Internet Reds in the age of Web3.0 in major social media as the research object.Firstly,this paper briefly expounds the meaning of the new vocabulary "net red",and summarizes the actual characteristics and classification of net red,and then systematically analyses the reasons for the rise of net red,so as to discuss the reasons for the spread of net red.Based on the theory of communication,the dissemination motivation of Internet Red is analyzed from three aspects: the media,the capital motivation and the disseminator.The main reasons are the development of media,the drive of capital interests,the disseminator's own reasons and some other objective reasons,such as the extensive influence of popular culture and the group mentality of the audience in pursuit of hot spots.Finally,in the course of the study,we found that the reasons for the spread of Internet Red also caused some problems in its spread,including excessive reliance on online drainage of social media,not well off-line liquidity channels;interest pursuit caused by attention and flow realization made Internet Red over-commercialized marketing;mercenary mercenaries with poor screen brushing and mercenary mercenaries with poor means of marketing and marketing.Maintain the fever;and the controversial issues of the image of the Internet Red.On this basis,this paper puts forward some countermeasures and corresponding solutions,namely,setting up excellent marketing team to improve the influence of net-bonus,strengthening the supervision of network platform to enhance the media literacy of net-bonus,strengthening supervision to establish industry norms of "net-bonus economy",and establishing positive energy image relying on high-quality content.