On The Phenomenon Of Internet Stars From The Perspective Of Consumerism

As the inherent result of cyber age, the phenomenon of internet stars is characterized with whims or intention, self-image or manipulation, virtual value or practical value. In spite of the consecutive performances of internet stars onstage, it is found that these stars are no better than short-lived icons that are transformed into signs of consumption, mechanically reduplicated, and destined to be consumed.This thesis is an attempt to probe into the phenomenon of internet stars from the perspective of consumerism with an intention of obtaining an academic analysis of this phenomenon. As a start, this thesis will give an introduction to the origin and current development of internet stars, the transformation from icons into signs, and the final social context based on social transformation, cultural transformation and internet.Followed by the macro levels, the micro-level analysis will be carried out, including the path to the rise to stardom and operating mechanism, together with a comparison with traditional mechanism of publicity stunt. To be specific, some research has been done on consumption of audience as consumers, catharsis, herd mentality, empathy and other psychological factors. It is pointed out in the thesis that netizens become fans of internet stars because of desired consumption, i.e. the consumption of physical body of internet stars. Also pointed out in the thesis are the double characteristics of consumption of audience, that is, psychological and physical consumption which are the reproduction of textual meanings and highlight the subjectivity of audience.In the ending parts, how to view this phenomenon is proposed. With dialectic viewpoints in mind, the author has emphasized the positive points of this phenomenon in that the internet stars dilute discourse power of the elite and help promote democrat sense among the public. At the same time, the fact of manipulation of internet stars is revealed and negative effects thereof are also criticized. In this thesis, a philosophical question is put forward whether ecstatic entertainments in internet stars reflect loss of faith and emptiness among the viewing public.