| With the development of Internet technology,short live video broadcasting is quietly popular in China.According to the 43 rd "Statistical Report on Internet Development in China" by the China Internet Information Center,as of March 2020,the number of live online video users has reached 850 million,accounting for 85.6%of the total number of Internet users;live video and short videos are due to their The advantages of easy operation,high interactivity,and breakthrough of geographical restrictions have become a new type of network communication and social means,and are chased and favored by netizens.The booming Internet celebrity economy that has developed before has adapted to the changing form of the media and began to promote merchandise through live webcasts.Taobao's sister Wei Ya sold rockets in the live broadcast room,and drove over 100 million sales in four hours a night;Li Jiaqi shouted "oh my god" and countless girls were dumped,and all the big lipstick numbers were out of stock;CCTV anchors left during the COVID-19 pandemic Entering the live broadcast room created amazing sales for Hubei;Li Ziqi was also regarded as a sample of Chinese cultural output while selling goods.This article selects the phenomenon of “Internet celebrities” with videos as the research object,using case analysis,online participatory observation and unstructured in-depth interviews as the research methods,taking fan culture as the main theoretical framework,and from the two dimensions of bringing online celebrities and fans Think about it and specifically analyze the evolution path of online celebrities with goods.How do they use the channel of selling goods to obtain huge economic benefits while being supported by tens of thousands of people.While harvesting traffic,they become idols and bring online celebrities and goods.How did the "consumption myth" among fans form? How did fans express and condense their idol identity.As a new type of consumer leaders,the emergence of online celebrities with goods marks the formation of a more active,more autonomous,more recognized,more convenient,and more participatory commodity consumption model in China.This consumption model is centered on fan recognition,with online celebrities carrying goods as an intermediary,live video as a platform,and marked by strong user purchasing power.It breaks the previous e-commerce retail shopping model and is different from traditional TV direct sales.Shopping channels reflect the unique interactive relationship between people and the media in the current media environment,involving important issues such as embodied communication,emotional identification,and social interaction.This article is divided into five chapters.The first chapter aims to clarify the origin,background and research status of the research,and to make a brief combing of related research;the second chapter combs the evolution path of the online celebrity with goods,and analyzes the development context,current situation and characteristics of the online celebrity in my country;the third chapter specific analysis belt The in-depth motivations of online celebrities who aggregate their fans;Chapter 4elaborates on the practical expression of identity of the fan community of online celebrities with goods,and how they reflect their pursuit and love for online celebrities with goods.This fascination will bring fans themselves what.Chapter 5points out the current problems with the phenomenon of online celebrity video carrying goods and puts forward relevant optimization suggestions.Bringing goods to online celebrity videos has become the most beautiful landscape of the current Internet economic development.The author hopes that this research can provide a new theoretical perspective for understanding this phenomenon and thinking about the impact of the development of media technology on mass consumption and social development. |
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