Relational Empowerment:Research On Production Mechanism Of Internet Celebrity Economy Under Intetnet Logic

The flourishing Internet celebrity economy or Internet celebrity economy has became a hot issue in both business and academic circles in recent years.In the end of last century when internet entered and developed in China,the seedling of Internet celebrity economy gained its nutrition,which guaranteed Internet celebrity economy's development and industrial derivation to date as a long term process.Internet celebrity economy,conducted by internet celebrities,is a type of communication activity,carried on the internet,and comes along with commercial purpose.Aiming at the rapid development situation of Internet celebrity economy,its development of quality and sustainability and so on,this paper research angles on internet logic and relational empowerment,explores the production mechanism of Internet celebrity economy,analyses the constraint factors,including its internal motivation,communication channels and contented generated etc.The paper researches on the structure and functions of these factors and the relations between them.Moreover,by analyzing Internet celebrity economy,the paper will discuss the contribution of internet development as a phenomenal communication media to the change of reality.The internal motivation for the production of Internet celebrity economy comes from the change of society brought by internet.The Internet breaks the original basic unit for communication,the organization or mass,into many individuals,which activated the communication potential for individuals.At the same time,Internet have leveraged the transform of the old administrative and authoritative pattern for endowing rights.Internet celebrity economy grows in the new circumstance created by the influence of relational empowerment.The essence of its development is based on the interconnection of the Internet,which implants humanization image into network environment and keep generating contents,exploits the competitiveness of personal brand,and enhances the charm of content,or so to speak the degree of perceptual on how much value the content can generate,by integrating the resource of relations.Psychologically,this process creates sensible correlation,attracts users and wins their recognition,and then builds influence and generates values.Speaking from the aspect of communication channel,the Internet deconstructed the value of the idea'the one owns the channel wins',and existed as the surviving element rather than value element for Internet celebrity economy by breaking the monopoly and providing nutrition for which development.Moreover,reflecting the development of technology and platform,the paper discovered the fact that the development traits of Internet celebrity economy matches the development of internet in different stages,which further proves that internet logic has continuous running through whole process of development of Internet celebrity economy.Speaking from the aspect of content,the value base of content first is still applicable for Internet celebrity economy,while transformed under the dominating form of relational empowerment.Content do not turn into capitals but into value.The key point is to promote values of Internet celebrity themselves,which means using content with high quality to help them activate and grasp relationship resources so that these content will be more likely to be realized into value.