Discussing On The Creating Of Network Stars, Analyzing The Phenomenon Of The Network Spreaders

The internet era is an age of personal media: the features such as open, pluralistic and interactive make Internet not only be a platform for real-time communication and exchange between public, but also a stage of self-display, the most important, the fertile soil for breeding network stars and the area for creating and spreading stars. The emergence of the phenomenon of creating network stars pushes another group of people - "the network spreaders" to the stage.The network spreaders make Internet as their operating platform, through a series of agenda-setting; they are packaging, planning, and excessively spreading the ordinary persons, issues and materials. In the meantime, web audiences' enthusiastic participation expedites the network spreaders' acts. Websites' pursuit of click-through rate, the involvement of traditional media and businesses' appreciations to promotion of grass-roots all prompt network spreaders to integrate the operation to be an invisible commercial chain, and pioneer a wide road of grass-roots marketing .The phenomenon of the network spreaders has its rationality as a kind of grass-roots culture, the network spreaders are the vector of discourse, but also a aspect of the grass-roots culture. In the construction and promotion of Internet culture, they can not be ignored. But the irrational behaviors would lead Humanistic values and ethic to anomie, and result in some negative effects for the constructing and developing of the Internet dissemination.The paper begins with the creating of network stars, then analyzes the typical modes of operating ways by "the network spreaders", and explains the positive effects and developing trends of the phenomenon, and also analyzes the negative effects of the anomie acts, so that we can provide a new perspective for the further study on the net dissemination and network cultures.