The Net Grass Celebrities’s Social Function In Self-media

As the web2.0bringing new revolution of media, networks are contributed to an unprecedented new wave to us. The global word has become public information platform, everyone is being the protagonist in the network information transmission, the once participants have stood in the spotlight. Grass celebrities have stepped into the field of public’s vision in such change.This article will discuss the social function of grass celebrities in the era of self-media. The first chapter discusses research background, research content and current research situation. The second chapter, from the perspective of the related concepts, interpret the self-media, grass celebrity, the internet culture of grass celebrity and the social function. The third chapter on the premise of the phenomenon of rising of grassroots celebrity on network, analyses the causes the rise of grassroots celebrity on network, the characteristic of grassroots celebrity, and explores the force behind grassroots celebrity, at the same time, analyzes the transfonnation of grassroots celebrity on net from virtual to reality. In this chapter, Multiple case analysis is used, from the traditional classification of grassroots celebrity to network grassroots celebrity’s distinction, from William hung in American Idol to the famous "Zuo Ye Ben","Liu Ji Shou" on the network platform, emphatically explores those net grassroots celebrity’s way to be famous, from the depth and breadth. And classifies the net grassroots celebrities, parsing why thees celebrities are so popular in net, why they meet the public’s interests. In the fourth chapter, based on the social function theory, analyses the social function of net grassroots celebrities, carries on the classification of positive and negative function, In the positive function, according to the public recognition, demonstration, self-expression, entertainment function; in the negative function, according to the facilitation of utilitarian consciousness to fame, the weakening of self-value and the public aesthetic change, gives the which two aspects’ comparison and analysis. Selected the "Nanjing Incident about Plane Trees Peels","Sister Lotus","Brother Sharp" and the "Brother Northeast English" as case study to analyses the positive function, selected the "Girl of Yage","Girl of Motion Sickness" as case study to analyses the negative function. Sixth chapter gives feasible suggestion of how to optimizes the social function of net grassroots celebrity form five aspects, which includes the own quality and level optimization of the net grassroots network celebrities, the survival environment optimization, media creates survivable optimization condition, interactive communication mechanism and related optimization of law. This paper explores the social function of net grassroots celebrity from content analysis and case studies, this research takes a different way in the few articles which is related to the research of net grassroots celebrity, analyzes the relationship between the net grassroots celebrities, and widen the vision, analyzes the affection and function which the net grassroots celebrity has in the time, and under the revolution of new media technology, finds the highlights and new idea in the chaotic research.