传播学视角下的娱乐博客现状初探——以新浪网“2009年十大娱乐博客”为例

论文编号:MF009  字数:12456.页数:17，新闻学  附开题报告

摘  要
 新浪《娱乐》博客专栏作为新浪门户网站赢取网站点击量的重要栏目获得了众多网友的青睐，如今它正以积极的姿态介入全国主流媒体的新闻报道行列，其影响力也日渐增强。新浪《娱乐》博客专栏创建于2007年2月17日（农历除夕），集中体现了新浪网的主流价值观。本文以2009年新浪网《娱乐》博客专栏排行前十的博客为例，根据新浪博客公布的相关数据以及十大娱乐博客的内容等为数据源，并结合传播学相关理论从传播主体、专栏内容、传播主体开博时间、原因及受众反馈等方面进行研究，发现新浪《娱乐》博客专栏娱乐特色鲜明，言论自由度高，符合当代博客发展的主导趋势，注重迎合受众的阅读与接受心理，大胆揭露当前娱乐圈的不良风气与现象，敢于将矛头指向所谓叱咤风云的娱乐明星和大腕，充分利用网络资源为自身发展和网民需求服务，这也是新浪《娱乐》博客专栏在短时间内迅速取得成功的重要原因。但与此同时，无聊和庸俗的内容成为该专栏无法逃避的最大问题。某些娱乐博客为了提高点击率，专注于通过各种手段来满足网民的窥私欲与泄愤心理，从而引发众多道德方面、社会风气方面的问题。这需要引起我们的重视，从国家、博客网站、网民三方面入手对此问题进行整治。
 本论文共分五个部分，第一部分是对所选取的样本加以说明并对其传播内容进行分析；第二部分开始对博客的传播主体进行分析，主要数据和结论均来源于对所选样本的统计。在数据分析过程中还得到了一些新的结论与认识，这是论文写作中的意外收获；第三部分结合样本的分析结果来分析新浪《娱乐》博客专栏传播主体的开博原因，借此介绍影响该专栏产生与兴起的多方面因素并突出新浪《娱乐》博客专栏发展背后的深层原因；第四部分针对该专栏受众的反馈进行分析，进而发现该专栏存在的一些不良现象与问题；最后在结语部分给出建设性意见。

关键词：娱乐名人，博客，传播，意见领袖

Abstract
    Sina "Entertainment" blog column as Sina portal win an important part traffic to your site won the favor of many users, and now it is being actively involved in the national ranks of the mainstream news media, its influence will grow daily. Sina "Entertainment" blog column was established in February 17, 2007 (Lunar New Year's Eve), embodies the mainstream values of Sina. In this paper, Sina, 2009, "Entertainment" blog column ranks the top ten of the blog as an example, according to data released by Sina blog and the content of ten entertainment blog for the data source,Combined with the theory of communication from the transmission main, columns of content, the main Bo opened the time, cause and audience feedback in areas such as research, found that Sina "Entertainment" blog column Entertainment distinctive characteristics, high freedom of expression, consistent with the development of the leading contemporary blog trends, pay attention to cater to the audience to read and accept the psychological, daring to expose the current negative atmosphere and entertainment phenomenon, dare to target the so-called all-powerful stars and biggest names in entertainment, full use of network resources for their own development and the needs of service users, which is Sina " Entertainment "blog column in the short time the importance of the success of original.Result. At the same time, the contents of boredom and vulgar as the column can not escape the biggest problem. Some entertainment blog to increase the click rate, focus on users through various means to meet the desires and vent their anger peep psychology, giving rise to many moral, social values issues. This requires our attention from the national, blog sites, Internet users to conduct three-pronged approach to this problem remediation.
    The thesis is divided into five parts, the first sample is selected to describe and analyze the content of their communication; the second part of the spread of the main body began to blog analysis of key data and conclusions were derived from the selected sample Statistics. In the data analysis process also received some new conclusions and understanding, this is a pleasant surprise in writing papers; third part of the combined results of the analysis samples to analyze Sina "Entertainment" blog column spread of the main reasons for the opening of blog,To introduce the influence of the column generation and the rise of the various factors and highlight Sina "Entertainment" blog column behind the development of the underlying causes; the fourth part of the column for the analysis of audience feedback, and then found that the column exists to the undesirable phenomena and problems ; Finally, the conclusion is given some constructive suggestions.

Key words: entertainment celebrities, blog, communication, opinion leaders

目  录
序  言 1
一、《娱乐》博客专栏的传播内容 3
1.个人的工作日程安排 3
2、揭密性的娱乐快报 4
3.私人日志： 5
二、《娱乐》博客专栏的传播主体 5
   1.专业的权威性 6
2.传播者的信誉 6
3.《娱乐》博客专栏的议程设置 7
三、十大娱乐博客的开博原因 7
1.大众媒体的“造神运动” 7
2.新浪博客的“娱乐至上”精神 8
3.网站的点击率 8
4.明星的知名度 9
5.受众的满足度 9
四、十大娱乐博客的受众反馈 10
1.反馈的的力度与数量因人和事而异 10
（1）娱乐博客中的两类“意见领袖” 12
（2）“意见领袖”对受众反馈的牵制 13
五、结语 13
1.国家出台相关条例，约束博客的传播行为。 13
2.网民个人的自律 14
3.博客网站的技术把关 14
参考文献 16
 致谢 17

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