The Analysis Of The Reasons For The Populist Change Of Star Communication Strategy In The Era Of Social Media

The article will explore the reasons for the transformation of star image in the social networking era.The propaganda of star image is transforming from elite narration to the civilian narration.This article holds that both elite and civilian narration are the positioning strategies of stars and their brokerage firms in a certain social communication situation,based on the judgment of the public consumption psychology.There is a relationship between social transformation and media form.The development level of social material and spiritual productivity determines the form of media in a certain period.The dominant media is also the reflection of the needs of social,economic,political and cultural development in this period,and the two forms the propagating environment of the star image.The construction mechanism of star image is very complex.In addition to the above propagating environment,there are still many factors such as intervention of star's brokers,the public preference.The previous Chinese and foreign researchers have worked on the above factors,but there is often a lack of discussion on the integration of the elements and the integration of the interaction between the elements.Based on the previous achievement,this paper summarizes three factors which have great influence on the communication strategy of star image,which are media form,star-broker relationship and the public preference.According to the analysis of the changes of these three factors in the social network era and the quantitative methodology(questionnaire),the article tries to explain the phenomenon of the star image strategy turning to the civilian narrative.First of all,the paper argues that the transformation of media form has greatly promoted the transformation of star image propagating strategy.The dissemination of stars' image are carried out through the media,and to a large extent,it will be influenced by the media form.In the age of traditional media based on television and newspapers,the concentration of the right of publicity,the intervention of the gatekeeper,and the mode of "one-way communication" have all contributed to the emergence of the "elite" star.When social media has become a new platform for the display of star image,with its unlimited interconnection,real time sharing,mass information and two-way interaction,more and more stars choose to show an ordinary persona which makes them seems easily to be approached.Meanwhile,the transformation of the relationship between stars and their brokers also accelerated the process of star's implementation of civilian narratives.More and more artists take the way of establishing individual studios or film firms,taking back the voice of image construction from their brokerage firms that has been holding a dominate position.The liberalized star-brokerage relationship enables stars to decide and change their image strategies flexibly,abandon the limited narrative modes of the brokerage firm,so that the civilian narrative route could find a chance to come to the stage.In addition,through a questionnaire survey of 208 interviewees and analysis of the the questionnaire,this paper believes that people's preference of star image has been obviously inclined to "civilian".The ability of the public to participate in the image construction of stars has been enhanced in the Internet era.The voice of people has formed a distinct power through the Internet,which greatly affects the orientation of stars' image construction.That makes their preference for "civilian" is more easily perceived and valued than ever,and has become one of the reasons for star's image change.Finally,the article analyzes the possible consequences of spread of ordinary star image in a critical perspective.On the one hand,as scholar Richard Dyer said,the star represents a processed image and is a component product produced in the modern society through the interaction of mass media.On the other hand,civilian narration is easy to obscure the privileged treatment enjoyed by stars in terms of income,and is also not conducive to the improvement of stars' professional skills.Therefore,no matter "elite" or "civilian" star image,it is the virtual image built outside the true image.The public should maintain a clear understanding of this issue and dialectically judge and treat it.