Study On Personified Communication Online

Communication is not only a tool of expression and communication,but also a process of humanity generation.Personified communication is a communication mode in which the communicator engages in communication activities based on personality charm,shortens the psychological distance between sender and receiver and established emotional relationships to achieve efficient communication effect.The emergence of electronic media marked the entry of mass communication into the era of visual image.Host as the representative text of personified communication can get rid of abstract character symbols,display personality,style and emotion with visual nonverbal symbols and colloquial expressions,communicate with the audience with imaginary sense of object,return to the identity of the communicator of interpersonal communication,and make the mass communication acquire the characteristics of pseudo-interpersonal.With the development of internet technology,the network has become an influential media.Internet media endow individuals with equal and free right of speech as the communication subject,the diversity of communicators is highlighted.Communicators conduct real-time interaction across time and space via network media,blurring the boundaries between private and public,virtual and real,and truly combining the advantages of interpersonal communication and mass communication,so that the function of personified communication can play its role to the maximum extent.In the era of network media,communicators forming a complete personified communication chain of attract fans with their own personality and image,shorten the psychological distance,establish an intimate relationship,enhance the stickiness of fans,improve the communication effect and influence the behavior of fans.Thus,the study on personified communication online is of great practical significance for the development of traditional media into integrated media and how to guidenetwork public opinion effectively.The main body of this thesis is divided into four parts.The first part defines the concept of personified communication and vertically sorts out the mechanism and effect of personified communication in different media ages based on the development of media and its special context.The second part conducts a diachronic and synchronic study on web celebrity based on the evolution history of network media,and finds our that the evolution history of network media is also the history of transition of web celebrity.By analyzing the vitality of web celebrity with the traditional host as the reference,it is found that web celebrity,as parallel opinion leader,derives its vitality from its grassroots.Based on the immediacy,accompany,relatively free virtual space that brought by the super interactive of network media,web celebrity gains infinite psychological proximity with fans.Top e-commerce web celebrity carves up the market by influencing the consumer behavior with trust that earned by personified communication.Driven by economic interests,web celebrity incubators such as MCN have gradually emerged,and web celebrity has turned from individual to organizational and institutional development.We media emphasizes on its media attributes and personal brand and the third part of the thesis takes these two characteristics of we media as pointcuts.People are not only the brand of we media,but also the content,and the style and type of them determine the content and the audience and it is believed that people is the main creator and center of we media.Nowadays,we media is developing from individual production to highly organized production with division of labor.Meanwhile,the niche we media continuously expand the boundaries and seek for niche content popularization.The high degree of division of labor makes the development of we media tend to be institutionalized and entrepreneurial.The last part discusses whether the personified communication online still needs the existence of people under the impact of the new network media technology and how to highlight the value and emotion of people.