傳播學視角下的娛樂博客現狀初探——以新浪網“2009年十大娛樂博客”為例

新聞專業論文編號:MF009  字數:12456.頁數:17，新聞學  附開題報告

目  錄
序  言 1
一、《娛樂》博客專欄的傳播內容 3
1.個人的工作日程安排 3
2、揭密性的娛樂快報 4
3.私人日志： 5
二、《娛樂》博客專欄的傳播主體 5
   1.專業的權威性 6
2.傳播者的信譽 6
3.《娛樂》博客專欄的議程設置 7
三、十大娛樂博客的開博原因 7
1.大眾媒體的“造神運動” 7
2.新浪博客的“娛樂至上”精神 8
3.網站的點擊率 8
4.明星的知名度 9
5.受眾的滿足度 9
四、十大娛樂博客的受眾反饋 10
1.反饋的的力度與數量因人和事而異 10
（1）娛樂博客中的兩類“意見領袖” 12
（2）“意見領袖”對受眾反饋的牽制 13
五、結語 13
1.國家出臺相關條例，約束博客的傳播行為。 13
2.網民個人的自律 14
3.博客網站的技術把關 14
參考文獻 16
 致謝 17

摘  要
 新浪《娛樂》博客專欄作為新浪門戶網站贏取網站點擊量的重要欄目獲得了眾多網友的青睞，如今它正以積極的姿態介入全國主流媒體的新聞報道行列，其影響力也日漸增強。新浪《娛樂》博客專欄創建于2007年2月17日（農歷除夕），集中體現了新浪網的主流價值觀。本文以2009年新浪網《娛樂》博客專欄排行前十的博客為例，根據新浪博客公布的相關數據以及十大娛樂博客的內容等為數據源，并結合傳播學相關理論從傳播主體、專欄內容、傳播主體開博時間、原因及受眾反饋等方面進行研究，發現新浪《娛樂》博客專欄娛樂特色鮮明，言論自由度高，符合當代博客發展的主導趨勢，注重迎合受眾的閱讀與接受心理，大膽揭露當前娛樂圈的不良風氣與現象，敢于將矛頭指向所謂叱咤風云的娛樂明星和大腕，充分利用網絡資源為自身發展和網民需求服務，這也是新浪《娛樂》博客專欄在短時間內迅速取得成功的重要原因。但與此同時，無聊和庸俗的內容成為該專欄無法逃避的最大問題。某些娛樂博客為了提高點擊率，專注于通過各種手段來滿足網民的窺私欲與泄憤心理，從而引發眾多道德方面、社會風氣方面的問題。這需要引起我們的重視，從國家、博客網站、網民三方面入手對此問題進行整治。
 本論文共分五個部分，第一部分是對所選取的樣本加以說明并對其傳播內容進行分析；第二部分開始對博客的傳播主體進行分析，主要數據和結論均來源于對所選樣本的統計。在數據分析過程中還得到了一些新的結論與認識，這是論文寫作中的意外收獲；第三部分結合樣本的分析結果來分析新浪《娛樂》博客專欄傳播主體的開博原因，借此介紹影響該專欄產生與興起的多方面因素并突出新浪《娛樂》博客專欄發展背后的深層原因；第四部分針對該專欄受眾的反饋進行分析，進而發現該專欄存在的一些不良現象與問題；最后在結語部分給出建設性意見。

關鍵詞：娛樂名人，博客，傳播，意見領袖

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