Interpretation Of The Phenomenon Of "Web Celebrity" From The Perspective Of Attention Economics

With the technology evolution,web celebrities began to draw attention of the public in recent two years.Web celebrities are no longer a derogatory term but are recognized by the public in connotation and extension and even become idols under new economy,full of business miracles.In this paper,attention economy is used as a theoretical paradigm for a comprehensive analysis on "Web celebrities" of new era.And in which,these "Web celebrities" narrowly refer to individuals with strong abilities of "attention attraction" and "capital attraction".Web celebrities have the characteristics of realizable values and are capitalists in star system of Internet.First of all,this paper figures out the emergence and development process of attention economy and web celebrities and explores the natural logic of relationship between them;second,from the human-oriented perspective and intermediary financial bank perspective,the driving force of attention for rise of web celebrities is explored;then,a selective analysis is made on dissemination strategy regarding forming,stabling and transforming of attention resources of these Web celebrities;after that,a summary is made on the similarities and differences between Chinese and foreign web celebrities;final,a rational view on web celebrity phenomenon is conducted,that is to say,these people are idols under the background of innovation or entrepreneurship with assistance of "Internet Plus",but there is also possibility of existence of economic bubbles.In this paper,from the perspective of attention economy,a non-mainstream research is performed on web celebrity phenomenon.