Study On The Motivation Of "Web Celebrity" Communication

From network writers famous for writing in the text era to the new “web celebrities” represented by Papi sauce,in the social media era,the “web celebrities” in China have experienced three generations and each generation has its own characteristics.Since entry into the Web Celebrity 3.0 era,different from the first generation of the text-based web celebrities famous for their writing(Nan pai san shu,Dang nian ming yue,etc.)and the second generation of symbol-based web celebrities depending on their pattern-breaking performances(such as Sister Furong and Brother Sharp),the new generation of the “web celebrities” are carrying out contents creation depending on their strong personality characteristics and have gradually got rid of the negative impression on the audience psychology and grown into “stars” in the network world and popular among the audience.On the other hand,the “web celebrities” in the Web Celebrity 3.0 era have been recognized by the capital by virtue of their strong ability of making money.In a short time,they have somewhat gained both fame and wealth and already grown into a group power not ignorable in the Internet space.In this paper,the “web celebrities” refer to those in the Web Celebrity 3.0 era,who can take advantage of their personality charms and interaction with the audiences by means of various Internet media to attract a large number of fans and achieve the realization of their social assets through their strong interaction abilities.On the basis of the summarization of the related concepts of “web celebrity” this paper has concluded the features of the “web celebrities”,such as distinct personality charms,strong interactive abilities and exclusive fans and summarized the development history of the “web celebrities”,considering that the evolution of the “web celebrities” is closely related to the development of the Internet and the progress of the Internet technology each time will have a group of “web celebrities” emerged.Based on the communication studies as well as the sociology and psychology,the second part of this paper has comprehensively analyzed the dynamic factor(short for “DF”)of the phenomenon of the “web celebrity” spreading from such three aspects as the communicative-medium,transmitter and the audiences psychology and thus responded to the issue why the “web celebrities” can become popular.The three part has found out the problems existing during the “web celebrities” spreading based on the above-mentioned,considering that such problems as follows have been arising from the “web celebrities” spreading: The “web celebrity” spreading is dependent on the changes of the transmission platform and excessively commercialized with the distribution contents vulgarized and entertaining,and simultaneously put forward the corresponding suggestions for problem solutions,namely to create community associations to activate the fans,deeply cultivate the vertical domains to produce high-quality contents for attracting the fans,establish the corresponding industry standards and strengthen the regulatory measures,etc.