Study On The Phenomenon Of Instant Online Celebrities In Communication Perspective

Phenomenon of instant online celebrities has been developed to the third generation,supported by the video broadcast technology, it comes into the era of video. In 2016, papi Jiang goes viral on web caused widespread concern. There are many different characteristics compared with conventional ones, as text features and picture composition of these short videos,or the shaping of papi Jiang's own image. There,the "papi Jiang" is defined as "atypical web celebrity".Place the instant hit phenomenon of "papi Jiang" in historical background,I analyzed its social environment from the following 3 aspects, media technological support, expansion of netizen, open and inclusive cultural atmosphere. Through literature analysis and comparison of different age and types of web celebrity, I found that new features would appear in the original under a specific era background. The "papi Jiang" is one of those that appear in the new social culture and communication environment, with different characteristics, the most obvious feature is the short video content. It is found that most of the researches on the content of network communication are the generalization of the characteristics, the demonstration of the theory and the analysis of the effect,however text and image characteristics of "papi Jiang" short videos can be analyzed with the theory of semiotics, which by analysing binary relation between the"Signifiant" and "Signifie". The semiotic researchers classify the text,including the accompanying text, hypertext, the first text, and so on. Tone, gestures, movements of characters in the short video can be regarded as the accompanying text, which plays an important role in strengthening and weakening the communication content. In the process of short video shooting and editing, "papi Jiang" always stressed by using modal words on key points. All sounds, words and images related to the communication content can be regarded as texts related to the symbol, which all contribute to the instant hit phenomenon. In addition, it is a new angle to study the communication content of network by using the image as a symbol to analyze the characteristics of the scene structure. The "papi Jiang" goes viral on web is the result of many factors. This has yet to be conclusively settled, and positive and negative voices come constantly from academia and the media. In this paper, aside from the trend analysis, to focus on research of communication content, and to explore the positive significance of new instant online celebrities on transformation.