Study On Interactive Ceremony Between Web Celebrity And Fans In Micro-blog

As a representative of the new media,micro-blog's rapid development has provided a powerful platform for the interaction of countless civilians.In addition to a large number of public figures to attract thousands of fans,Numerous grassroots users with their own high-quality content production,personality expression,precise positioning of the crowd and other characteristics also bring a large number of fans for their own.With the growing number of fans,these grassroots gradually developed into a strking star online.By the huge fan numbers,most of the network will be through advertising endorsements?opening the Taobao store to bring their own income to form a fan economy.A kind of interaction with the fans and gradually expand the scale of the economic form has undoubtedly subverted the tradition and increasingly become an important part of today's Internet economy.However,how to let the fans into a red net and the founder of brand culture propaganda,However,how to let the fans into a red net founder and publicity of the brand culture,and why "loyal" fans to bloggers,as the consumer frenzy,contributed to the huge gains,these problems have important significance for understanding the fan marketing and exploring the interaction between interpersonal communication mode.Interraction Ritual Chians(IRS)theory is the American sociologist Collins to explore a new direction of the sociology's development,he uses the micro perspective,systematically expounds the operation mechanism of interaction ritual,and further rise to the macro level,applies the IRS theory to a series of social behavior,social movement,the combination of micro and macro analysis method provides a new perspective for this article.Micro-blog celebrity with the fans concern or interest based on the common aggregation on the same platform,fans interact with the web celebrity by praising,commenting,forwarding,cash rewarding and other forms of interaction,and put their emotional energy in the interaction gradually if things go on like this,the ceremony and gave birth to a "web celebrity econonmy".Although the interaction ritual theory is a kind of sociological theory,after all interaction cannot do without interpersonal communication,group communication,and is closely related to social communication behavior and motivation,so combine the interaction ritual theory and communication studies,which can help the communication research out of "the lack of focus on people " dilemma,but also better to clear the dynamic mechanism of web celebrity economy from micro angle.This article starts from the Randall Collins' Interraction Ritual Chians(IRS)theory,using the literature research,participant observation methods,in order to study internal power in web celebrities' ecomomy,Specificly analysised the different ways of fan marketing and communication in web-blog through some related cases;The means and results of the interactive situation: how to form the unity between the network and the fans,what type of symbol the network celebrity and fans established and how to maintain the emotional energy;Finally,this paper summarizes the problems existing in the network economy and puts forward some positive suggestions.Through the research on the influence factors of the fans marketing and communication,clearing the inner motive force of the web celebrity economy will be made in order to contribute to the healthy development of the industry.