The Research On The Prevailing Web Celebrity

We are living in a rapidly-changing and extremely-tolerant new-media era with diversified information.The popularization of internet and mobile terminals has created a more open social environment for the public to acquire more liberal power of speech.Meanwhile,it has also extended the new and popular phenomenon,“web celebrity”,to other social syndromes that are worth thinking and studying,apart from the daily consumptive symbols of public.The study focus of this article is: web celebrities as individuals reflect the media transmission and identity recognition behind a series of social syndromes and phenomena in this new media era combining globalization and localization.From the aspects of web society,new media,media myth and the three dimensions of media transmission,combining the angles of self-identity and social identity,it studies the essential look beneath this phenomenon of public carnival.Web celebrities have independent identities,but the reason why they can become an independent social phenomenon has something to do with the social structure of this era.The process of pursuing and admiring web celebrities in fact reflects the way of young people in this era to accomplish identity construction and acknowledgement.The transmission,growth,change,insanity and anxiety of web celebrity phenomenon is followed by the grass roots’ process of acknowledgment from self-identity to social identity.In an era where national carnivals prevail and grass roots lack opinion leaders,the successful gestation of web celebrities takes everyone to a party.The “web celebrity chain”,“web celebrity economy”,“web celebrity thinking”,“web celebrity marketing”,“web celebrity beauty makes 100,000 a month”,“this web celebrity brings the exhibition into museums” and “web celebrity sells more on Tao Bao than UNIQLO”,are all derived from “web celebrity”.The overspread headlines and events with web celebrity labels benefit from the current new-media transmission and individual information.Themulti-media,interaction and virtuality of internet flood our information reception channels with sound,image and all aspects of things.We consider ourselves to be consumers in the chain of consumption.However,in the process of consuming web celebrities,we are also being consumed by them.We two are both consumers and consumables,contrary to each other yet blending peacefully in the same time and space.We can say that web celebrities are popular culture formed by the transmission and construction of internet media in the new media era.Facing this culture,we are not supposed to be only indulged in the pleasure of the party.We should pay more attention to the public’s process of this strong acknowledgment,their desire,consumption and hidden anxiety.The popular culture extended from around web celebrities has influenced our way of life and sense of worth in both the virtual world and the real life.Currently,concerning the research in this field,there are few informative study and documentation at home or abroad.The in-depth analysis of this phenomenon will help us study and examine popular culture,anticipate its future and provide the research in this field with more openness and promising prospect.