Research On Online Celebrity Economy With Communication

Year 2016 is definitely the first year of online celebrity economy.With all kinds of business model have been mature,more and more web celebrity emerged,and even capital have joined this party.A masterpiece named papi burst in the network within a few months by making funny short video,and even capture the joint capital injection about 12 million yuan.The "online celebrity economy" has been officially formed.All walks of life are trying to open the fast lane,trying to use the influence the red people,combined with commercial marketing tools to create a new business model.The rise and expansion of this economy proved that online celebrity has been successful in achieving economic leap.Internet celebrity economy is the attention economy,which refers to people show personal charm in the social platform to accumulate popularity,and then rely on the large group of fans to do direct selling.It's the mutual penetration's results of cultural material elements and economic elements,which not only create economic value,but also reflect and shape a new cultural phenomenon.With the ever-changing content of the Internet celebrity,the economy business model has been changed from advertising to the knowledge-based economy,but whether Internet celebrity act like the spokesperson of brand,or making money with own knowledge,advertising is the only way to cooperate with the capital.From the perspective of communication,this is a complete information dissemination process.That is:Internet celebrity get brand value through the dissemination of we-media,and then use certain strategy to pass advertising information to the fans to get support with capitals.In the process,the Internet celebrity is both the content producer and disseminator.The content include the band content and commercial operation content,which serves as the source of group attention.Through a variety of media channels and communication strategies,the reds can achieve the precise transmission of these information products,and this constitute a special way of information dissemination.The fans groups of Internet celebrity is the information's recipient and also the main component of the Internet celebrity economic consumer market.Therefore,the operation process of the Internet celebrity economy can be researched from the online celebrity,content,communication models and netizen.First of all,generation of Internet celebrity and service roles have changed;Second,the dissemination content of online celebrity has been more complex,with the need for economic operation;Third,through spread economic information to fans,the internet celebrity complete the exchange of attention with the capital,which is the realization channels of the economy;Fourth,fans are the main consumer of the economy,they are the necessary conditions for the emergence of the Internet celebrity economy;Finally,the effect of the spread of the Internet celebrity economy will be evaluated and judged.The academic analysis of the spread of the Internet celebrity economyis conducive to develop communication theory and to evaluate the phenomenon objectively.In the wave of Internet celebrity economy,rational analysis can help us understand the principles and grasp problems early,so that we can avoid the adverse impact on society,and develop the Internet economy vigorous and healthy.