The Routinization Of Internet Celebrity On Bourdieu's Field Theory

Accompanying to the realization of the attention resources web celebrity captured in various social media with super high traffic and powerful exposure,the celebrity economy has become one of the hottest phenomenon in recent years.In China,the web celebrity have experienced three generationsand now it gradually present the characteristics of routinization.The third generation of network red has not only contains the celebrity of political and business circles such as Trump and Wang Sicong,but also the ordinary person such as the "hairline brother"--Wu Zhengqiang.They use the unique symbol to seize the attention of capital,and became the star of the cyberspace sensations,opinion leaders and content producers.This paper uses the methods of network virtual ethnography and comparative research to analyze the red field of the network with the third generation of net celebrity as the main research object.The red field in the social media era shows its own characteristics compared to the previous two periods during the process of the routinization,and the capital logic and social significance behind the evolution of the red field are also will be explored.First of all,this paper combs the changes of the network context in the social media environment and the historical evolution and phase characteristics of the network reds,and explains the concept of daily redness.Secondly,according to the field theory of Bourdieu,the red field under the social media era is analyzed.Finally,the positive and negative effects of the phenomenon of "net celebrity routinization " presented by the current red field under the influence of capital and habitus are summarized.Through research,the author finds that compared with the previous two generations of network red,the new generation of network red has formed a multi-scale,industrialized business model,to complete the realization of the fan economy.The location structure,capital relationship and habitus of the red field have also changed to varying degrees.First,under the impetus of technology and capital,the network red has developed in the direction of daily life,and “the pan-net red” has become one of the features in the era of social media.Net Red shares all interactions in its field in order to obtain symbolic capital and complete the realization.Secondly,net red transforms the symbolic capital accumulated in the specific position of its red field into the dominant position of social space.It is inevitably controlled by external forces and loses some initiative during the process.Finally,in order to cater to the audience and advertisers,the network red field is gradually reduced to a standardized production “shop”,and net red becomes a customized product to the maintain the business model.Under the circumstance of capital,netizens consume the symbol of the Internet celebrity with a high-level attitude.At the same time,they also complete the consumption of ideology under capital manipulation and eventually become alienated.In the era of social media,the trend of "routinization" in the red field of the network has certain progressive significance,but it also faces a series of problems such as aesthetic vulgarization and management confusion to solve.