中国社交媒体上的网红身份是如何塑造的:以凌为例

IF 3.2 2区 文学 Q1 COMMUNICATION Global Media and China Pub Date : 2023-07-07 DOI:10.1177/20594364231188353
Lijun Luo, Wonkyung Kim
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引用次数: 0

摘要

虚拟网红(VIs)已经成为品牌推广产品的强大营销工具,因为与真人网红相比,他们的体验没有任何问题。然而,恐怖谷理论(一种描述人形机器人或虚拟化身引发的负面心理反应的理论)表明,虚拟人物可能会从社交媒体观众那里施加负面反应。因此,本研究旨在调查社交媒体受众如何看待中国第一个计算机生成的VI。我们提出了四个研究问题:1)凌凌如何在微博上建立自己的角色;2)消费者如何感知凌凌的身份;3)社交媒体受众如何回应凌凌的VI营销策略;4)社交媒体受众如何表达对凌凌的亲密关系。作为一种探索性质的研究方法,本文采用文本分析法揭示社交媒体受众对VI感知的潜在意义,并收集了79条微博和8442条评论作为研究文本。结果表明,用户对凌的反应可以概括为三个维度:(1)CGI角色的VI认同;(2)社交媒体营销工具的代言人认同;(3)文化大使的国家认同。
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How virtual influencers’ identities are shaped on Chinese social media: A case study of Ling
Virtual influencers (VIs) have become a powerful marketing tool for brands to promote their products, due to their trouble-free experiences, compared with human influencers. However, uncanny valley, a theory that describes the negative psychological responses triggered by humanoid robots or avatars, suggests that VIs might exert negative responses from social media audiences. Thus, this study aims to investigate how social media audiences perceive Ling, the first computer-generated VI in China. Four research questions were proposed: 1) how Ling builds its persona on Weibo, 2) how consumers perceive Ling’s identity, 3) how social media audiences respond to Ling’s VI marketing strategies, 4) how social media audiences express their intimacy towards Ling. As an exploratory qualitative research method, textual analysis was employed to reveal underlying meaning in social media audiences’ perceptions of VI, and 79 Weibo posts and 8442 comments were collected as the research text. The results showed that users’ response to Ling can be summarized into three dimensions: (1) VI identity as a CGI character, (2) endorser identity as a social media marketing tool, and (3) national identity as a cultural ambassador.
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来源期刊
Global Media and China
Global Media and China COMMUNICATION-
CiteScore
3.90
自引率
14.30%
发文量
29
审稿时长
15 weeks
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