中国网红Papi酱短视频持续人气原因研究
A Study on the Short Videos that Continue to Affect the Popularity Factors of the Chinese Internet Celebrity - Papi Jiang
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身为“2016年第一网红”的Papi酱，从2015年开始创作短视频，并在各种视频网站和平台上广泛传播。几年来由于其深耕短视频内容创作，优秀作品层出不穷，深受粉丝欢迎，人气度直线上升。本研究通过对Papi酱2015年~2019年在微博上传的所有原创短视频进行了整理分析，根据短视频更新频率、短视频内容进行了主题分类，并筛选出代表性人气短视频作品，通过对这些作品的内容研究得出Papi酱维持长久人气度的11个方面原因：才华横溢，其创作视频专业水准高；视频长度适中，没有视觉疲劳感；时效性强；内容趣味性强；素材出自生活，引人深思；内容贴近生活，反映现实，引发粉丝共鸣感；深受高学历年轻人喜欢；清晰的个人定位，深挖内容，只做内容；持续内容生产，注重互动；多种平台的使用和广泛传播；Papitube的创立，向演艺界和媒体人等多重身份的发展帮助延长其视频传播生命力。最后提出本研究的局限性和未来研究方向。
Abstract
Papi Jiang, as "the most popular internet celebrity(Wanghong) in 2016", started to make short videos and spread them through various SNS in 2015. She worked hard on the creation of these short videos，making many outstanding creations, during these 5 years she gained a great deal of popularity. This research focuses on the analysis of the short videos created by Papi Jiang on Weibo from 2015 to 2019. The subject has been classified according to renewal frequency and the contents of all short videos. Then, selecting the typical outstanding short videos, and analyzing these intensively. Finally, discovering the factors that contribute to popularity in professional short video creation; appropriate length of short videos, good pacing, interesting contents, evocative topics concerning real-life issues, content that resonates with audiences, especially young people within higher-education, well concentration on contents creation, genuine passion for the creation of content and communicating well with fans, well thought out use of various SNS and short video platforms, establishment of Papitube，becoming a celebrity, a broadcaster etc. these multiple positions continue the life-cycle of short video popularity. In conclusion, the research limitation and the future research direction are presented.
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