网红经济的历史演进、运行逻辑和理论反思

The Historical Evolution, Operational Logic and Theoretical Reflection of the Influencer Economy

摘要: 中国网红经济的发展，就是一个信息技术与商业形态深度融合、互动演进过程。文字时代、图文时代、视频时代是中国网红经济所经历的三个阶段。网红经济的运行逻辑主要在于注意力资源的货币化，即依托网红吸引观众注意力，凝聚流量并实现变现。通过马克思的拜物教理论对网红经济进行透视和分析，可以得出如下的结论：网红经济易使人被物化和符号化；网红经济遮蔽真实关系与价值；网红经济创造虚假需求和消费。

Abstract: The development of China’s Internet celebrity economy is a process of deep integration and interactive evolution of information technology and business forms. The era of text, the era of text and images, and the era of video are the three stages that China’s Internet celebrity economy has gone through. The operational logic of the influencer economy mainly lies in the monetization of attention resources, that is, relying on influencers to attract the audience’s attention, gather traffic and achieve monetization. Through the perspective of the fetishism theory of Marxism on the influencer economy, the following conclusion can be drawn: The influencer economy tends to objectify and symbolize people; it obscures genuine relationships and values; it creates false demands and consumption.