“Passive ‘Influencers’”: Based on Derivative Logic, Communication Characteristics and Guiding Strategy

In recent years, the emerging “passive ‘influencers’” have become an important media phenomenon, which is different from the “active professional ‘influencers’”. The study has found that the derivative logic of “passive ‘influencers’” shows significant changes from two-step flow of communication to new multi-step communication, and from linear communication to new network communication. The main communication characteristics of “passive ‘influencers’” are authentic personal identity, complex symbol image, loss of various rights and interests, and limited life cycle. In view of the risks and challenges faced by “passive ‘influencers’” , platishers should take the initiative to fulfill their social responsibilities, improve the effectiveness of supervision and be alert to the abuse of power. New mainstream media and local media should work together to build a good growth space for “passive ‘influencers’”. “Passive ‘influencers’” themselves should use quality content and their personal charm to spread positive energy for personal goodness, regional development and social progress.