A Study On The Mechanism Of The Influence Of The Internet Celebrity

Under the digital media background,the phenomenon of the Internet celebrity heat has become a spectacle of popular culture.On the one hand,the diversity of social ideological environment has cultivated a fertile ground for the development of Internet celebrity industry,on the other hand,the dividends of the new economic pattern have attracted a great amount of the general public and the elite flocked to the pursuit of social identity and capital interests.In a complex social context,the influence of the internet celebrity is rapidly cultivated.First of all,the internet celebrity groups build a carnival show field by playing different roles in the social space.They cultivate the users by playing the roles of ladies from a decent family,who are fair-skinned and attractive,punsters,quality content producers and Opinion Leader,who can make unique influence.When the embryonic form of the influence has been formed,the influence of the internet celebrity is rapidly spread all over the Internet through the social media and the video broadcast platform.When the users have deeper contact with the media,the demand level becomes higher.When they feel self-satisfied,resonate,engage and active and so on,the influence of the internet celebrity will gain sustainable development.Until the end,the mainstream discourse and the involvement of the authority will make the public value of the influence of the internet celebrity spread.At this point,the mechanism of the influence of the internet celebrity has formed a closed loop.For different media platforms,the strategy to have influence is different.Under the video and live platform,the user's emotional influence is ignited.While under the social media platform,non-power influence will be established.Last but not the less,under the electricity business beauty platform,the beautiful signal will be delivered to stimulate the user's desire to consume,in order to enhance the power of the influence.Reflect the impact of the internet celebrity,it provide a reference on the rule for the individual to create influence and institutional organizations to achieve the effect.However,the negative effect of the influence has gradually present.It is needed to be standardized in order to promote the harmonious development of the network ecological civilization.