A Study On The Influence Of Network Spoof On Star Image Construction

The birth and development of network media not only shapes the media ecology of the society,but also changes the cultural structure of the times.The emergence of network community provides a position for the production and dissemination of youth subculture,and the empowerment of network technology also allows young people to have the conditions to shape the circle culture.Under this background,network spoof began to step on the historical stage.The new forms of technology,business and culture promote the network spoof to focus on entertainment stars.As a carrier of low-risk and strong communication,star has become the most favorite source of material for network spoof producers.Nowadays,many stars are faced with the challenge of subverting their own image by network parody.The production and dissemination of network parody directly affect the image construction and presentation of stars in the media.This process of differentiation forms three models of network parody affecting the image construction of stars.When the core interests conflict,the network spoof and the star team will become the opposite,each opinionated,their own camp,and form a confrontation in the public opinion war.When the two sides have common interests,the network spoof and the star team can form cooperation and participate in the production and communication of the spoof works.The former impacts the mainstream and the latter reaps the market,so as to achieve a win-win situation.Of course,more often than not,conflicts and cooperation coexist.Both of them have interests to maintain together and conflicts to create conflicts.Star teams that are difficult to choose in image construction are likely to fall into silence,seeking buffer space for each other in the shelved state and reserving the remaining land.Although the process of network spoof affecting the construction of star image can objectively guide the public mood and promote the development of subculture,due to the lack of unified and effective norms,it still causes many problems and becomes a new challenge of network ethics.Some of the Internet pranks take joking and defacing the image of stars as fun and violate the personality and reputation rights of stars.The subversion of the image of stars by Internet pranks may damage the commercial positioning of stars,and then lead to public opinion conflicts and damage the social evaluation of stars.All kinds of problems reflect the anomie behavior of network platform,network spoof producers and network users,which results in the anomie problem of network spoof affecting star image construction ethics.The development of things can not be separated from guidance and norms.The process of network spoof affecting star image construction is related to the governance of network environment and the construction of social culture,which requires the joint efforts of multiplesubjects.The network platform should take on the responsibility of "gatekeeper",the network spoof producers should strengthen self-discipline,the network users should improve their own aesthetic orientation,the government departments should strengthen legislation at the system level,clarify the boundary of interaction between the two sides,and give clear legal protection while restraining their behaviors,and the Star team should establish flexible and effective handling strategies to jointly deal with the network All kinds of problems caused by mischievous influence on the construction of star image and the maintenance of a harmonious network environment.