Research On Communication Of Weibo Hotter Topics From The Perspective Of Consumer Culture

Since the reform and opening up,China's economy have grown quickly,and the society has been more prosperous.The society has gradually entered the era of consumer society.The desire for consumption and the value of symbols have become a common phenomenon in society.With the developing of the Internet,the platform of Weibo has maintained a consistent of enthusiasm and vitality.The masses have gathered and indulged in the virtual world that constructed by Weibo.The consumer culture represented by symbols and images is more prominent in the Weibo's Hotter Topics.Based on the theory of consumer culture,We found the Hotter Topics is carried out through four aspects: the topic host,the Weibo's netizens,the topic content and the topic participation experience.The hosts are both topic recommenders and organizers,They composed of professional media organizations with strong business goals.The users seek consumer desire,identity and entertainment experience in the process of topic participation.The topics on the list include purposeful consumer guidance and emotional catering.The users can obtain the satisfaction of freedom,equality and aestheticization of daily life in the process of topic participation.From the perspective of consumer culture,the hotter Topics show some negative problems,such as the entertainment of the whole people,the visual Carnival and the excessive demand.The reason is that our country is in a period of social transformation.A healthy consumption concept has not yet been established.The technological empower a new media world and the pursuit of interests by different business organizations.To solve this problem,We should depend not only on theory but also on business practice.Different roles need to take different responsibilities.Shaping a healthy online consumption environment requires a rational microblog topic environment.The Weibo topic list needs to be generated rationally in order to help create a healthy consumption environment and improve the quality of entertainment consumption.From the country,enterprises,and industry practitioners,multiple efforts are made to avoid the negative effects brought about by the generation of microblog topic lists,and then tap the The in-depth value of blog topic communication,creating a green Weibo topic ecology.