从网络走红到网红经济：生成逻辑与演变过程
Internet Celebrity and Wanghong Economy: Transformation Mechanisms and Evolution Process

网络走红现象作为近年来中国网络社会蓬勃发展的一道独特景观，既见证了微观个体命运的戏剧性变化，又体现了一股强大的经济社会力量。基于卡斯特的网络社会理论，采取技术-社会互构论的视角，对网络走红的性质特征、逻辑机制与后果影响进行了历史比较研究，文章发现：网络媒介技术社会扩散过程的跨越性特征和用户主体结构，是塑造影响网络走红的表现形式、群体特征与基本性质的重要因素；人们在网络上社交互动所建构生成的阶段性结构事实决定了网络走红的三类不同逻辑机制：即网络虚拟空间的公共广场效应、网络交往的社群化模式、以及资本市场的商业打造；网络走红的社会后果影响，经历了从文化社会领域到经济领域的过渡演变，并伴随互联网经济的兴起而衍生出网红经济的商业模式。网络走红现象为理解中国网络社会的形成机理与发展变迁提供了鲜活样本。
：As a unique landscape of the vigorous development of China’s network society in recent years, the phenomenon of internet celebrity popularity has not only witnessed the dramatic changes in the fate of individuals, but also embodied a powerful economic and social forces. Based on Castell’s “network society” theory, taking the perspective of tech-social mutually construction, this paper makes a historical comparative study on the characteristics, logic mechanism and consequence of the internet celebrity popularity. The article finds that the social media and users population structure are the important factors in shaping the expression, group characteristics and basic attributes that affect the internet celebrity popularity. The fact that the social structure of social interaction is generated by the phased network society through three different types of logical mechanism public square effect of virtual space, the social interaction mode by online community and the capital market intervention. The consequence of the popularity of the internet celebrity has undergone a transitional evolution from the cultural and social fields to the economic fields, and turned out the Wanghong economy model in process of Internet economy flourishing. The popularity of the internet celebrity provides a vivid sample for understanding the formation mechanism and development of China's network society